I won’t be the first, and certainly not the last, person to admit that I have a serious fear of missing out. If I know that friends back home are all hanging out and going to an immensely cool event, I get sad. As humans, we are social creatures, and we don’t want to miss out on any interaction where we can bond and feel like we’re part of a group or collective. This most certainly transfers over to other aspects of our lives, like when a new trend takes social media by storm, or when a fashion brand creates a collection of limited edition items. We want to make sure that we, too, are participating in the hip trend, or wearing those clothes that only a select group gets to have.
A few days ago, like I do every day before work, I was eating my lunch and catching up on YouTube videos. I came across a video, from a YouTuber that I won’t name, about the most recent Vetements pop-up shop event happening in China. Being a one day only event, the pop-up shop was filled with new and exclusive merchandise from their capsule collection. As expected, the prices were high and the merchandise selection was low. The aforementioned YouTuber eventually purchased two pieces from the pop-up and seemed happy. When they slept on it and had a day to clear their mind, however, they regretted their decision and decided to put the garments up for sale online.
The video reminded me that this is how brands get you to spend hundreds, sometimes even thousands of dollars on clothing that you probably don’t like or need. They make sure to put extra emphasis on the exclusivity of the garments and that, if you aren’t there, you won’t be able to buy them. Most people are completely oblivious to this tactic and don’t realize that this is what’s happening. Thankfully I had a lot of great professors in college that made sure to drive this point home in all of my fashion marketing and business classes. Just because I’m aware of this, doesn’t mean that I don’t fall into the trap too. I all too often catch myself almost clicking “buy” on something online, mostly because it says limited edition, when in fact, I know that it will probably be there a month or so down the road. Always make sure to take a day or two to decide if you really need the item. It helps curb needless spending and makes you a better consumer overall.
So, do you ever find yourself getting sucked into the appeal of exclusive and limited edition items? Be sure to let me know in the comment section below!