blog

Somewhat to my surprise, it occurred to me just the other day that I have become someone who trades up for fashion. It used to be that my wardrobe was nothing but jeans and T-shirts from the likes of The Gap, Target and Old Navy. But now I’m paying two- to five-times what I used to shopping at the likes of Buckle, Fossil and Guess.

What gives?

I think the answer can be found in the fact that I started trading up for clothes about a year ago, but subconsciously chose to sort of ignore it, meaning I was hiding something from myself. (Of course, after you spend so much, there’s no ignoring the AmEx bills.) Why have I been paying more for arguably more “hipper,” more “fashionable” clothes? I think the honest truth comes down to a mild mid-life crisis. Why else would a married 36-year-old worry that much about what he wore? Or spend considerably more than he had to meet basic clothing needs?

My new wardrobe makes me feel younger and more with it, even though I realize that I run the risk of looking like a 36-year-old who dresses like a 14-year-old. But, assuming that I’m not falling into that trap, I feel younger, which makes me feel better. Vain? Probably. But who cares? Isn’t psychic gratification a big part of trading up? Of course it is!

It’s not easy admitting to vanity, to coming out of the fashion store closet, so to speak. But as a student of the buying mind, I find the lengths we will go to rationalize our purchases (or even hide them for a while) quite fascinating. Once again, I’m reminded of how those who market trade up products can help themselves by providing their prospects and consumers with what Barefoot has trademarked as the “Reasons to Rationalize.”

My clothes may cost more than they used to, but I rationalize the added expense by convincing myself that I look younger (and better), that the clothes are at least marginally better made and that, as an advertising creative, I need to look “with it.” Silly? Maybe. But so is the fact that I’m actually older than 36. How much so? That’s for me to know and you to guess.