Consumption is a non-negotiable, innate part of our society. To be human is to consume, whether that be food, water, clothing, shelter etc. People believe that their consumption patterns are individual choices, but in reality, there are many factors influencing these decisions. Marketing, advertising, social status and societal trends help demonstrate that consumption is not an individual choice, but the unavoidable result of capitalist society and our clothes are no exception.
Clothing has always been central to consumption. The development of capitalism was spearheaded by the growth of the English cloth industry through the 16th, 17th, and 18th century (1). During this time the expansion of foreign trade created a disparity between expensive materials and cheaper alternatives. Luxurious silks and cottons were only afforded to royalty and the upper class, emphasizing class inequality in regard to consumption. Purchasing a costly dress was a symbol of status. Likewise, in today’s society consumption is fueled by exchange value (value determined by society and its users) and societal trends, instead of its ability to satisfy a human need. Exchange-value often trumps use-value, for example, a trendy sweater has the same utility as the one you bought last year, but it has a perceived value of ‘coolness’ so you buy it anyway. Social media has a huge influence on this. Over the past decade, there has been a substantial increase in social media influencers, as well as social media trends regarding fashion. Videos that show users “things to buy to dress like Bella Hadid” or “items you didn’t know you need for the winter” are constantly bombarding consumers. The ironic thing is that those items you “didn’t know you need”, you don’t need at all. Many consumers subconsciously purchase clothes as a means to reach a higher perceived social status. Consumers buy clothes that are seen on celebrities and think that by owning the same items, they will achieve a similar social status. This is impossible as celebrities and those in high social class have access to more luxury goods than the general public. People also purchase new clothes to follow social media trend cycles without realizing how short-lived these fads are. People define their self-worth in terms of what they own in comparison to others. Capitalism has us functioning under the idea that nothing is ever enough and the more we consume the happier we will be. This is because a traditional consumer with finite desires is seen as a threat to capitalism. As most of us know, the joy that is brought by a new shirt or pair of pants is often short-lived and it soon becomes just another item in our wardrobe. The idea that consumers purchase items without thinking is referred to as passive consumption. Because of passive consumption, most people consume items far outside their human needs. This is harmful because it perpetuates the environmental and social implications of overconsumption and textile waste. A study conducted by McKinsey and Company found that people discard their clothes over two times as fast as they did fifteen years ago (2). Clothing is becoming single-use, with consumers refurbishing and growing their wardrobe every season. When it comes to consumption, society has lost the ability to think for oneself and critically assess product utility.
Citations
Comments