After work today I went downtown to spot the fall/winter fashion trend. Some shops stack their last stock of summer collection on sale. Above it there hang some boards which say ‘Last round’ ‘Up to 75% off’ ‘Last chance’.
Pic is courtesy of Blog Joeydaly
Why in red?
Have you ever wondered why sale boards are mostly red? According to colour psychology red draws attention. When we see it, our heart starts to beat faster. Decision making goes faster. Red stimulates the interest to desire and desire to action (read: real purchase). Marketeers profit from this fact by cleverly hanging Sale boards in red.
Hoping for eventual purchase
I find the last sale round as mostly an annoying time. Why? Because I know I would inspect all things in the shops just to realize that I do not need them. At the end I don’t buy anything but this activity costs me my time.
Why do I keep doing it year after year? Deep in my heart I hope I would score one beautiful item for a scratch. The past few years I have been keeping asking myself when I wander around in this time of the year and in February (last round winter sale); do I REALLY need the items? The answer is often no. With shame I admit I already have many, so why purchase and pile new stuffs?
How contradictory it may seem with what written above, the older I get the more I invest in good quality, timeless fashion items which go longer than 5 years. Perhaps this comes because I have found my signature style and stick with it. Or perhaps I am such a bore, fashion wise. I don’t blindly follow fashion trends. However it is hard to ignore those screaming sale boards in red. So I allow myself to snuffle in between the racks. Maybe, just maybe I’d find a hot item to complete my wardrobe.
So, after feeling the fabrics and touching the material in the shop, I looked at my watch and I realised I needed to pick up my bike at the bicycle repair and go home empty handed.
I felt proud I did not fall into the last round sale seduction.
Would I do this round again at the end of the next sale season? I do not know.