Already hoarding goods for summer.
I remember that last year I was still a little hot girl, but this year I bought a bunch of long skirts. My friend explained to me very professionally: this is called the short skirt effect.
The "short skirt effect", also known as the "skirt theory", was proposed by the American economist George Taylor in 1926, and the simple explanation is that when the economy is good, women generally choose short skirts; on the contrary, when women wear long skirts, the economy gradually declines.
Kendall Jenner is wearing a Loewe Spring/Summer 2022 long dress
▲CELINE Spring/Summer 2022 collection
Jil Sander's Spring/Summer 2022 collection
This statement is not absolute, the American economist Harold refutes: "Economic prosperity does not always mean that women's skirt length is shortened, there are many exceptions, for example, the fashion trends of the 1940s and the state of the economy do not conform to this law." ”
In the European and American countries of the 20th century, when women felt that the economic situation was good, they would choose shorter skirts to seek "fertility opportunities", because the better the economy, the more conducive to "having children". Now it can also be understood that after the economic foundation is satisfied, it is more willing to pursue the abundance of the spiritual world.
▲ Famous American fashion photographer Horst P. Horst (1906-1999)
Lisa Nude in 1940
With the development of the times, the theory of a hundred years ago may not be so applicable, but it does allow COCO to take stock of the popular changes in summer dresses in the past two years.
2019 was the last summer before the epidemic, and the forest wind was blowing hot in China. From Ni Ni's Japanese long skirt to Cici's doll-style long skirt, the knee length makes women's daily life easy and cheerful.
▲Xiang Weijing Cici
Long skirt: Marchen
At the same time, BLACKPINK swept the world with a song "KILL THIS LOVE", and the Korean-style girl group was eager to move.
In that year, the mainland's per capita GDP exceeded the mark of 10,000 US dollars for the first time, and its comprehensive national strength was further enhanced, and the "family foundation" was more substantial.
In 2020, the BM wind swept the fashion circle, the word pure desire became the mainstream of fashion, coupled with the impact of the retro resurgence Y2K, the miniskirt returned to the fashion throne. At the same time, under the severe blow of the epidemic, the mainland's GDP was not only unaffected, but also reached 101.6 trillion yuan, and the per capita GDP exceeded 10,000 US dollars for two consecutive years.
Back in time to last year, GDP continued to grow throughout the year, but our skirt length had some "slack". The rustic knee floral skirt is pleasing and soft, and once filmed in the summer.
This year, under the 10,086th inquiry about when we can go out on a trip, the resort dress is no longer our summer choice. Look at the daily life of actresses for nearly a month, mostly long skirts under the knees.
Somewhat similar to the theory of the short skirt effect is the high heel effect, which refers to the popular trend of women's heel height and reflects the current socio-economic trend. The higher the heel worn by a woman, the worse the economy is, while crossing low heels that favor flat shoes indicates better economic conditions. Come to think of it, COCO's shoe cabinet has always been flat shoes!
There are a lot of psychological trivia in fashion, and there is a well-known lipstick effect, so let's talk about what interesting psychology is there today.
If you have two watches with different times, they will not help you accurately judge the time, but will create confusion, which refers to the watch effect.
The implication is that one cannot choose two different codes of conduct or values at the same time, and this theory is often applied to the workplace. It is not only necessary to unify the norms, but also to follow the same standards at the upper and lower levels, otherwise it is very easy to fall into chaos because of environmental imbalances.
The question is, is your work environment one watch or two watches (dog head .jpg)?
No matter what kind of environment system you are in, for people in the workplace, starting a watch that highlights identity is not a new thing.
There is also consumer psychology in it: when you buy a watch and think more about "social attributes (such as luxury goods)" than "functional attributes (such as practical watches)", in economic terms, this commodity is called "Weberon goods", also called "showing off money".
So are Webran goods wasteful? Not.
If a watch worth 50,000 yuan has 10 units to show off, then another watch worth 70,000 yuan has a corresponding unit of higher showout. According to the law of demand, we can explain why the higher the price of Weberon commodities, the higher the trading volume.
The phenomenon of buying caused by this theory is particularly obvious in the field of luxury watches, and we can look at last year's watch sales rankings. Rolex, Audemars Piguet, Patek Philippe and Richard Miller maintained strong sales growth, and Audemars Piguet dominated the rankings at unit prices.
The watch sales platform Core Selection has put forward the following views:
"In the past luxury watches, the strong people in the three positions of high, high and low were Patek Philippe, Rolex, and Longines, and in the future, they will become Richard Miller, Audemars Piguet, and Rolex."
There are traces of such inferences, as the core article writes:
Richard Miller transforms the track so that other brands have no power to fight back and occupy the top of the industry;
Audemars Piguet has been in a luxurious position that ordinary people cannot touch through direct control of goods + appropriate caters to the young market;
Rolex controls goods through agency + ease of circulation, becoming the general equivalent of the watch industry, that is, gold.
Whether it is self-worth enhancement or value preservation management, hoarding has become an investment, and there are no men and women.
▲Bezel CP Town Building
Regarding the blank space, the Chinese people who advocate the middle way should not be unfamiliar, and such creative techniques are not uncommon in landscape painting.
The blanking effect was officially proposed in the early 20th century, when Leonardo da Vinci's masterpiece ,Mona Lisa was stolen, and people flocked to the museum to see the empty wall where the painting had been hung. Two years later, more people came to the museum to see the empty wall than in the past to admire the painting.
Therefore, psychology calls this phenomenon the "blanking effect": a psychological phenomenon that people perceive things more deeply because of associations.
This theory is often applied to interpersonal communication, and maintaining proper distance increases attraction, which is why "what is not obtained is always in turmoil, and the favored always has no fear".
A year after the crazy inner roll, the blanking effect also applies. In the inner volume, we often feel powerless, not because of inability, but because of the continuous internal friction under the influence of the large environment - because excessive consumption leads to exhaustion, anxiety, but falls into infinite self-denial.
We should leave time blank, plan to give ourselves some breathing space, give the brain a little moment of relaxation, in order to ensure more energy to digest pressure.
The blanking effect also applies to everyday wear, and the "the less is more" and "no more than three colors" often mentioned in the dressing rules follow this rule. The blanking effect does not necessarily guarantee that the dress will be very colorful, but it can be transmitted to a very comfortable state.
I didn't expect it, we can also find some fashion trivia from psychology, one-click forwarding girlfriend group, see how much she knows?
Image source
Brand / Sina Weibo / IC photo
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