Hábitos mudam… Ainda bem!

A origem dos hábitos de compra atuais

Por séculos o hábito de compra de roupas foi o mesmo, desde a visão até a realização final e, geralmente seguia a seguinte ordem: escolha da peça – se seria camisa, saia,… – seguida pela definição do tecido, escolha do modelo e, por último, a costura, a confecção (que era feita pela própria pessoa ou por alguém contratado). Esse processo poderia se iniciar em feiras abertas, lojas especificas ou dependendo do status social, um vendedor levaria os produtos até a residência.

Como esquecer a cena fantástica de Maria Antonieta comprando tecidos com suas amigas no filme de Sofia Coppola?

Uma Revolução muito mais que Industrial

No meio do século XIX uma nova forma de venda surgiu para mudar totalmente os hábitos de consumo de vestuário e lazer da sociedade ocidental: as Lojas de Departamento.

Loja de departamento em Detroit, Michigan – Cerca de 1910

O mundo passava pela Segunda Revolução Industrial, o que trouxe técnicas de produção mais rápidas e eficientes. Se antes uma roupa levava semanas para ser produzida a mão e era feito quase que de forma customizada, obrigando todas as mulheres a terem o mesmo corpo, usarem espartilho e seguirem um padrão, agora, uma mesma costureira poderia produzir uma ou mais peças por dia, quase que em uma espécie de linha de produção e de diferentes formatos. Antes, a demanda era gerada pela necessidade ou vontade e aqui, o processo começou a se inverter.

Outro fato influenciou esses ambientes: conforto e conveniência! Até então, as mulheres não possuíam onde passar muito tempo fora, que não fosse a casa de amigos e parentes. Nunca ninguém tinha pensado em um local para elas fazerem suas necessidades fisiológicas, ou, sendo bem direta, só existiam banheiros masculinos! As lojas de departamento instalaram banheiros para as damas e, ao mesmo tempo, abriram cafeterias. Assim, todas poderiam passar suas tardes em um ambiente agradável e que atendia todas as necessidades. Lembra algum lugar?

Sala de chá de Marshall Field & Company Department Store em Chicago, Illinois, 1909

O entretenimento do século XX

Pode parecer comum para nós ir a um shopping, passar o dia admirando as vitrines, tomando um sorvete, mas isso tudo foi revolucionário para uma população que até então não conhecia esse hábito. A compra tornou-se algo tão comum, que apenas estar em um ambiente de comércio se tornou um entretenimento ao longo do tempo. As técnicas de venda foram evoluindo durante o século XX. Criou-se o Marketing, o Visual Merchandising, o Vitrinismo e a moda tornou-se o mercado que conhecemos.

Os shoppings eram, até a pandemia, um dos principais locais de compras das grandes e médias cidades.

E agora?

Estamos a viver outra revolução que está modificando novamente a nossa forma de consumir. A revolução tecnológica, a digitalização, trouxe uma nova realidade para nosso dia a dia. Não precisamos mais comprar algo pessoalmente nem nos deslocar para grandes centros comerciais. Segundo o site E-commerce Brasil, 82% dos brasileiros com acesso a internet já realizaram alguma compra virtual. Com a pandemia, esse número aumentou e podemos dizer que esse é o começo de um novo hábito. E um caminho sem volta.

compras online
Imagem: grinvalds/iStock

A internet nos permite conhecer pessoas, opiniões e realidades além do que imaginávamos a 30 anos atrás. Isso muda nossa visão do mundo e de nós mesmos. Um exemplo é como hoje, não é mais aceitável que apenas um corpo defina todos os outros, os padrões estão sendo derrubados e isso afeta nossa forma de comprar e o que queremos vestir. A individualidade nunca foi tão celebrada e, cada vez mais, incentivada.

Influencers como a Ju Romano têm trazido uma nova proposta de aceitação e auto estima para as mulheres reais.

Por último, temos a questão ambiental que trouxe mais consciência para o que consumimos, como consumimos e até que ponto vale a pena consumir. Apoiar empresas locais, que utilizam processos sustentáveis e tecidos naturais é uma tendência de consumo em ascensão. Quase que como uma volta ao minimalismo, o excesso e o consumo desenfreado se tornam cada vez menos bem vistos.

Natalie Kay é um influencer especializada em moda sustentável que super vale a pena seguir!

Como podemos te ajudar com tudo isso?

Por isso, o armário cápsula tem se tornado uma opção muito bem vinda ao dia a dia das pessoas conscientes. A Fixbitt está acompanhando essas mudanças! Dia 20 de julho lançaremos o nosso, com peças que combinam totalmente entre si! ! Porque o nosso foco está nos detalhes e na sua individualidade.

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