P o s t- C o n s u m e r i s m
WHAT'S THE STORY
HOW TO REINTRODUCE PLEASURE TO CON SUMPTION?
Ah, fashion! Purchasing it can trigger genuine feelings of happiness, because it fulfils longings, allows us to reinvent ourselves. Fashion, more than almost anything else, is an expression of our identity. Nevertheless, the last two years in particular have raised a question mark behind the word consumption. Has the pandemic changed our needs? Is consumption still allowed to make us happy? Text: Janaina Engelmann-Brothánek, Kay Alexander Plonka, Nicoletta Schaper. Illustrations: Simona Gala Baronti
TRUST
Huy Do, Head Buyer of Jades Men “The joy of consumption stems from an exchange between salesperson and customer. A casual ‘Hi, how are you?’ or ‘Good to see you’ makes the customer feel at ease and encourages a shopping experience. After all, that is what Jades embodies. It is our duty to show our customers what is trendy, what cut one should wear, and which colours are essential wardrobe elements. Men rely on and trust a salesperson. That is why online shopping is usually out of the question for them. When restaurants and clubs are open, they have a reason to abandon sweatpants and dress up. That alone restores the joy in consumption.”
style in progress
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