My shopping habits can get a little stale sometimes. I tend to visit the same three or four shops over and over again, zooming in on the same rails time after time. Mostly it's Topshop, New Look, and Zara, because:
- They're within easy walking distance,
- Their clothes are in my price range, and
- They tend to have stuff that I like.
To me, this makes perfects sense; it's easy, it's comforting, and it's quick. I'm too busy, frankly, to waste my time searching in shops that are too mumsy, too fussy, or too dull. But is this retail laziness really advisable? I mean, I can't help but wonder whether I'm missing out on something; whether my purchasing prejudices are blinding me to hidden gems.
So, as an exercise (and to distract myself from anxieties regarding the imminent commencement of the semester), I thought I'd investigate. I decided to take a brief virtual tour of all the shops that I typically ignore - those preppy, sweet, yummy-mummyish places that I rarely even glance at - looking for things with an Alma Matters vibe. Here are some of the pieces I uncovered, assembled as two possible outfits.
Outfit 1
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| Red Check Shirt (to be worn open), Kew, £49 |
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| Denim Mini Skirt, Kew, £49.95 |
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| Midnight Grey Tights, Hobbs, £8 |
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| Desert Fantasy Boots, Clarks, £89 |
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| Stud Wrap Bracelet, Jigsaw, £26 |
Outfit 2
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| Purple Duffle Coat, Joules, £129 |
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| Merino Wool Stripe Sweater Dress, Jigsaw, £89 |
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| Grey Marl Leggings, Joules, £25 |
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| Oakland Ankle Boot, Kew, £129 |
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| Hudson Satchel, Kew, £89 |
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| Long Handwarmers, Hobbs, £29 |
So, was it enlightening, this exercise? Was it fun? Well, to some extent. It was interesting encountering whole swathes of new clothes; all the different prints, the unfamiliar cuts and detailing. Once you get used to, say, Topshop's aesthetic, everything that they produce begins to feel a bit predictable. You can guess what the knitwear feels like without touching it, how the t-shirts will fit without trying them on. With a less frequented outlet, it's a different story. The whole experience is fresher. And I'm rather taken with some of the items shown above - the furry hat, for example, is kind of wonderful, and I reckon those desert boots straddle the line between ugly and cool just perfectly. In fact, I think the first outfit as a whole channels a nouveau-Angela Chase vibe pretty well. The second is a bit less spectacular, perhaps, but the sweater dress is simple, cozy, and practical, the boots are wardrobe staples, and the purple adds a dash of autumnal colour. Proper job!
On the other hand, this whole experience hasn't prompted me to radically reassess my shopping habits. With few exceptions, the items I encountered on my journey through the retail rabbit hole failed to inspire me. There's a reason, I was reminded, why I'm not typically attracted to these shops; they're not aimed at me and, quite simply, their produce doesn't resonate with my personal sense of style. My taste is informed by art-punk and riot grrrl subcultures, so I tend to like my fashion to feel raw and a little bit strange. These safer, gentler places were never really going to float my boat; I mean, Jigsaw once employed sweet little Kate Middleton as their accessories buyer, for heaven's sake!
It strikes me that the major negative about these places and their stock, however, is the price. Obviously, this being a virtual expedition, I didn't get a chance to feel the fabrics, see the workmanship, or enjoy the service. It may be that, in the flesh, the quality of these items just shines through. At first glance, however, some of the price tags do feel a bit off the mark. A check shirt for £50? Socks for £16? A scrap of studded leather for £26? If I'm going to be enticed into spending that much money, I want something a bit more spectacular, thanks very much! For now, at least, I'll stick to what I know.
