Have the big discount clothing stores killed off style? Definitely, says Kay Weston

When Primark hit the high street, it seemed like a shopper’s paradise. With rail upon rail of designer-imitation clothes at dirt cheap prices, it quickly became a hit with shoppers on a budget.  It is now easier than ever to copy Kate Moss or Sienna Miller’s style, as no sooner hasa designer sent next season’s must-have dress or jacket down the catwalk, than a high street store begins to churn out their own version. Fashion is more accessible and cheaper than ever before. So what’s not to love?

 

To see how much of an impact fast fashion has had, you need only look to the high street. The streets are awash with girls in the latest H&M dress, carrying the latest New Look It-Bag rip-off and wearing faux Ugg boots. Britain was once famed for its edgy, eclectic style. Now if you’re not earing the same as everyone else, you’re out of fashion. The moment that Daisy Lowe appears in an amazing outfit, the fashion magazines are already compiling a feature on how to achieve the look on a budget. Take Chanelle Hayes, the Big Brother contestant known as ‘Cut-Price Spice’ for copying many of Victoria Beckham’s designer outfits by getting cheaper versions made. It’s never been easier to dress like a celebrity, and you don’t even need a celebrity salary. Kate Moss, Sarah Jessica Parker, Gwen Stefani and Chloe Sevigny have all launched their own clothing ranges, and designers themselves are hot on their heels with Matthew Williamson, Celia Birtwell and Roberto Cavalli all designing affordable ranges for the high street. The problem with buying clothes that cost less than your lunch is that everyone else can afford them too. If you just can’t refuse the gorgeous dress on the mannequin in the shop window, don’t be surprised if you’re not the only person wearing it to Fuzz club that week.

 

Thanks to cheap brands, we can now afford to have more clothes than ever. When I worked at H&M, I would spend at least £300 a month on clothes, and that was with discount. Why? Because I could. It didn’t matter that I probably wouldn’t ever wear most of them. In fact, my housemates probably got more wear out of them than me. Each item that hung in my three wardrobes acted as a reminder that every time I had a bad day, I could cheer myself up with retail therapy and buy another totally unnecessary pair of heels which I couldn’t walk in, even if the most use I would ever get out of them would be as shoe rack decoration.

 

So what happens when we tire of these purchases? Hand-me-downs are nearly a thing of the past. What’s the point, when you can buy clothes so cheaply? Most clothes end up being rehomed in charity shops. Great, you think. Someone else can benefit from them, after all one person’s junk is another’s treasure. Except that it isn’t. Charity shop chic has been virtually eliminated as stores are inundated with large numbers of identical cast-offs which they just can’t sell. It is often impossible to sell them for less than what they cost originally, and they’re hardly rare finds. Charity shops which once offered unique vintage finds have now become the graveyards of Topshop’s bestsellers.

 

Many alternative shops have also closed down because they cannot compete with the big retailers.  After all, who wants to pay full price for a jacket when they can get a similar version for half the price in Matalan? The great shame is that with the fashion business dominated by a select few companies, there is little choice. Unless you shop online, it is unlikely that you’ll come across unique finds. Competition between the cheaper stores also limits choice. Primark has found itself in hot water on several occasions over imitating clothes, with Monsoon taking action against the business for allegedly copying one of their dresses. Topshop was also forced to withdraw one of its dresses following complaints from Chloe, who claimed that the store had ripped off one of their designs. With the high street stores competing for the largest market share and highest profits, the needs of the customer sometimes go awry as stores choose to go with products they know will sell. And thanks to mass production, they do.

 

We live in such a throwaway society that clothes have become disposable. Women used to buy classic pieces that would last them years and act as an investment. What you wore used to be an integral part of your personality, a way of making a statement. Now in a sea of skinny jeans-clad clones, some of that individuality has been lost. Look at the style icons of today; from the punky, individual style of Agyness Deyn to the classic beauty of Dita Von Teese, these are women who aren’t afraid to stand out in a crowd and express themselves through how they look. You would never find them fighting the crowds in Primark on a Saturday morning. Personal style is what defines people.

 

While everyone loves a bargain, sometimes you can’t beat the real thing. No matter how authentic you think that Dolce and Gabbana bag looks on the market stall, it won’t be the same as owning your own. And that Roland Mouret style dress would fit much better if it really was Roland Mouret. True, on a student budget it’s unrealistic to expect to be able to afford designer items, but sometimes paying that little bit extra really does pay off. Quite apart from the fact that you have to wonder how these fashion companies can afford to sell their clothes so cheaply, buying something you really want can give you a much bigger buzz. I’m currently coveting Henry Holland’s studded handbag for Mulberry. It costs more than a year’s tuition fees and I probably won’t ever save enough to buy one. But it’s OK, because in the meantime I can hunt it down on eBay and buy it, for the price of Topshop’s version of course. And if not, well, there’s always next year’s It-Bag.

This entry was posted on Friday, February 15th, 2008 at 5:43 pm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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