End of Brand Worship Era in Fashion

"It’s not enough to be fashionable – one wishes to appear intelligent as well!"

Chanel, Dior, Gucci and the others will continue to develop luxury as a business. At the same time, we are seeing a complementary reaction, which is that a consumer may accept paying for the latest very trendy Dior bag, that she’s seen in all the magazines and advertisements; but she’ll see no shame in going to Zara and buying a T-shirt for 10 euros, because it’s pretty and it’s a fair quality for the price. Then she may go to another store, a bit more expensive but not as well known, perhaps run by a young designer, where she’ll buy a skirt. And these items, when brought together, reassure her and send a message to others that she’s an intelligent consumer, not dazzled by marketing, in charge of her own image.’

In other words, the era of slavish brand worship is over The designer Alber Elbaz, of Lanvin, recently commented, ‘We’ve reached a turning point. Nobody wears logos any more. People aren’t hesitating to mix Lanvin with Topshop. Everything is becoming more democratic.’ 

From "Fashion Brands", Mark Tungate, 2004 

Seeing New Products in the Stores makes Consumers Happy:)

“Recent studies have shown that when consumers go shopping and discover something new, the brain releases dopamine and serotonin (chemicals associated with feelings of well-being, happiness, and addiction). As Dr. David Lewis, the director of Mindlab International, has said: "Shopping experiences trigger brain activity that creates these 'euphoric moments'™ But what is most interesting is that these 'euphoric moments' can be created by the frequency of new items in the stores and the expectation of finding something unexpected."

Could it be the main reason of Zara's success?:) 

From: Lewis, Robin. “The New Rules of Retail.” St. Martin's Press, 

FOMO : Fear of Missing Out

According to Robin Lewis; the reason of our addiction to our mobile phones is FOMO;

“a chronic condition called Fear of Missing Out, or FOMO, anxiety or worry that one might be missing an opportunity for social interaction, a novel experience or some other satisfying event. British psychologist Andrew Przybylski led a study that found that the less people felt autonomy, competence and connectedness in their daily lives, the more they felt FOMO. 

People high in FOMO were also heavy users of social networks, which provide constant opportunity to compare one's status with those of others, and to make sure that you are having as much fun and excitement as you perceive that others are having.”

Lewis, Robin. “The New Rules of Retail.” St. Martin's Press