The pleasure of shopping


28 April 2018

This week I’ve decided to take up on an aspect we’ve talked about but only briefly, the shopping experience.

Today we are faced with the dilemma of unlimited available fashion, on and offline, for all tastes, budgets and of course colors. We can be delivered practically any item of fashion, be it new, on sale, outlet or second anytime and all over the world. Does that make us happier? Oh no. It can sometimes actually be a source of stress choosing the right items, getting a second opinion on it, finding a color we like or that suits us.

The shopping experience is also an issue today. Fast fashion has basically eliminated it, and in luxury brands, though the experience can be nice, the price to pay (literally) is exorbitant. Prices in luxury have reached such highs that most people, at least in Europe, will prefer to get them in a special sale or outlet, or abstain.

Smaller stores, in my experience, are the best experiences, both on and offline. It’s probably the human touch, the desire for a client to feel happy with what they have bought, that they were counseled in their own interest. That what they have bought actually looks good on them, and most probably has been produced in a morally acceptable way in terms of human rights and protecting the environment.

However, we have never shopped so much as we do now and nevertheless we aren’t any happier. There is choice everywhere.

What is the quality of a shopping experience determined by? For me, the following aspects are fundamental:

  1. Engagement with the brand: knowing about where the brand comes from and in what conditions their products are made.

  2. Building a relationship with the salespeople.

  3. Getting proper help on what colors and shapes suit us.

  4. Time to try on various things, to choose without haste.

  5. The opportunity to test new looks we may not have dared to test before in terms of style, color and shape but that appeal to us.

  6. When buying an item, to evaluate what color and items we can associate them with in our wardrobe…

  7. To find the price affordable.

  8. To feel happy and satisfied when we step out of the store with our purchase.

Is that too much to ask? Why has the customer experience disappeared in a society where supposedly we are “better off” than before?

At i-Dylic, we consider that people have a right to feel good about themselves, and if a little outside help can make them look better and more colorful. Than be it!

©I-DYLIC. Article by Eleonore Vadon