Do Bright Colors Mean Good Things For The Economy?
When the economy began going downhill, designers reflected that climate in their collections. Clothing needed to be timeless, utilitarian. While black is a color often seen on runways, and a color that remains a major staple in most closets, dark neutrals like black, cream,, and gray became prevalent because of their universality rather than their stylistic attributes.
Despite genius in the design, those whom are usually known for their use of color, most notably Alexander McQueen, filled their Fall 2009 collections with bland colors and simpler silhouettes.
But spring is here again, and with that undoubtedly comes color. But is color coming out of the woodwork because of the sun? Or is this a signal that things are looking up financially?
The New York Times‘ Ruth La Ferla believes there is a definite tie between the pops of color being seen on the racks and in the street and consumers’ feelings about shopping. She writes:
The profusion of hothouse colors and patterns popping up on New York streets this month suggests a new buoyancy, as women shake off the constraints of a lingering recession and stock up on fashions more lively and vivid than they’ve seen in years.
Store owners agreed with La Ferla. Beth Buccini, one of the owners of Kirna Zabête, a New York store that sells clothing priced at $500 and upward, has noticed that shoppers no longer want to stay away from the stores. “People are sick of not shopping,” she told the Times, “After such a miserable winter, and an even more miserable economy, people want a little joy in their lives.”
And what better way to find joy than in a $350 Proenza Schouler tie-dyed T-shirt? According to consumer psychologist Kit Yarrow, bright colors and wild prints like those seen in Gucci’s Spring 2010 collection or even more recently at DVF’s Fall 2010 collection, are actualizing what consumers want to feel: reborn, renewed, fresh, and even a little bit risky.
La Ferla sees the profusion of print and color as a strong factor in helping bring money back into the retail industry. According to sales figures released last week, department stores have an average raise of 11.8% in sales. But could it all be because of a touch of ikat?
It’s no mystery that putting on a brighter color inspires you to be brighter in general, but I have a feeling the changing season has more to do with a recent boost of color and pattern in the street. That being said, the fact that shoppers are buying things that aren’t strictly utilitarian, that don’t fall into the “This Piece Can Be Worn With Everything And Will Last Me Forever” category, does signal something. Maybe it’s not a complete change in the shopping attitude, but it is a sign of hope.
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