The happiness is a (scarce) luxury

An objective of fashion is ours happiness. Fashion must speak us about happiness and being better. The next weeks will arrive the MBMFW. Those days will be full of innovation and promises to the new season. We must ask about the quality of the product, but also about the quality of ideas and the models of people and lifestyle that they present on the catwalk. Always, I will say as into the story «The Emperor’s new clothes»

Last week, I spoke about the IE Luxury Barometer. It is a fundamental study to know the real situation of luxury. But, this document talks about a new concept of luxury and new values. They are: the memorable experiences and the talent as scarce resources. The talent to recognise where is the true happiness. This week I have looked for different fashion information about men and women’s catwalk. I have always thought that in some way fashion gives, the happiness.

Fashion must inspire and transmit positive ideas about people. If fashion doesn’t make us better, it’s completely useless. Adam Smith said in «The Wealth of Nations”, Book I Chapter II: «It is not from the benevolence of the butcher, the brewer, or the baker, that we expect our dinner, but from their regard to their own interest…». And in the Book IV Chapter II: «By pursuing his own interest he frequently promotes that of the society more effectually than when he really intends to promote it».

The fashion on the catwalk is getting worse. This way, it could be, that the designer thinks customers are getting less intelligent. It is possible. Rise of de robots (one of the trends of 2015). I agree with the arguments that Tara Hunt gives us about the happiness. I love them. According to Tara Hunt, there are 7 reasons why happiness is the key to success:

1. happy customers talk to more people about their positive experience.
2. unhappy customers talk to the MOST people about their negative experience.
3. happy customers are repeat customers.
4. happy customers will pay more for an awesome experience.
5. happy customers are loyal.
6. happy customers will drive your marketing for you.
7. happy employees are more productive, creative and loyal

Are you happy with the fashion? The pillars of happiness, from the Journal of Personality and Social Psychology, published by the American Psychological Association (APA) 2007.

• autonomy
• competence
• relatedness
• self-esteem or set point

Barriers to happiness according to Tara Hunt are:

• fear
• confusion
• loneliness
• lack of control
• struggle for survival

I think that some designers are afraid, are confused and alone, they have a lack of control and above all struggle for survival. Therefore, they have something that no longer works correctly. The fashion trend needs a review. They have forgotten the person’s true values. «Get off the fence» (trends 2015).

References: Tara Hunt. http://www.slideshare.net/missrogue by licensing Creative Commons. Journal of Personality and Social Psychology, published by the American Psychological Association (APA) 2007. Lourdes Delgado page. Http://www.Tulookhabla.es