Women often buy clothes, shoes, accessories and bags on impulse, even when there are items in their wardrobe, lying untouched, with their price tags intact. We asked the Capital’s Delhi socialites whether this tendency of impulse buying is new to them or a regular practice.
Smart spender, me?
“Women are impulsive buyers. So it is natural for most women to have dresses and tops in her wardrobe with the price tag still on it. If I see something on the show window that I like, then I have to buy it,” says Anjali Chawla.
Shabnum Singhal agrees to having ‘quite a few’ such pieces and Kitty Kalra says, “I must have seven to eight.” Saumya Khurana accepts, “There must be 10 such pieces in my wardrobe.” She adds, “There is an Aftershock black dress I bought six months back for Rs 16,000. Now when I think of the amount, it pinches me.”
Why this practice
“When I go to Paris or Rome, I pick things. When I’m back, the trend isn’t in vogue or everyone is wearing it. Also, I have shoes that are lying because I can’t find matching clothes to wear it with,” explains Chawla.
A leopard print dress from D&G hangs in her closet as the trend was sported by almost everyone. “I must have the best pair of shoes from Dior that I haven’t worn even once because they are no more in fashion.
I keep waiting for the right occasion and before I know, the season changes and it is no longer fashionable,” explains Singhal. Another problem, says Kalra, is that it doesn’t look all that nice once you try it on.
“If I’m in a hurry, I may not try on the dress. Later, I regret it because it doesn’t look great any more.” The thought that you will lose weight and fit into it ‘one day’, also leads to buying a dress.
Khurana adds, “While purchasing, I think that I will lose weight soon and then slip into it comfortably but that ‘soon’ never comes. Though seeing them in my wardrobe does motivate me for the moment to lose weight.”
Buying smart: A recent research suggests that more than half of supermarket purchases are unplanned.
Speaking of volume : According to the study, consumers associate certain sounds with value. Because consumers perceive what a price sounds like, they can be led astray. Hence, use a calculator when figuring out discounts.
Curb the impulse: Shop with a list and stick to it; avoid aisles that don’t have anything you need. It will help you avoid unplanned impulse purchases.
Flip side: It is a discovery of sorts to find a pair of garment that you had bought but forgotten about. “I found a pair of plain blue office trousers that I had bought from Hong Kong and I got very excited,” says Kitty Kalra.