Australia Up Close

Retail Therapy raises Aussie Shoppers' spirits

By CHELSEA MCLEAN

As soon as the weekend arrives I head straight to the shops for some "retail therapy." Sometimes I can't help myself. Even though I don't want to spend any money I go for the atmosphere, for the outing, for the fun.

change of season is marked more by the change in fashion than by the change in climate for some women. Most Australian women are self-confessed "shopaholics," meaning they are addicted to going shopping. Aussie men aren't quite as bad. They don't seem to get as excited about it as we do, but they certainly take notice of what's cool to wear and what's not.

other day I read a memorable article in an Australian women's magazine about the female shopping addiction. It mentioned a newly released book called "Slaves of Chic" and I immediately wanted to buy it. It's simply the thought of buying something new that turns on most women. The thrill of adding something different to the wardrobe, book shelf or make-up collection. But after the new purchase is taken out of its stylish shopping bag it's not new anymore. It loses its appeal and another craving begins.

not just the thought of making a purchase that attracts us to the shops. Going shopping is a great recreational activity and stress release, hence the name retail therapy. It's also a great way to bond with friends, who offer advice as you try on this jacket, that shirt and those shoes. Most Aussie women and some men agree there is nothing better than a bit of retail therapy for relaxation after a hard week at work.

favorite fashion store, Portmans, releases a catalogue showing its new styles at the start of every season. Marketing the season's fashion through a brochure is a great way to persuade shoppers they must have the color or style of the moment.

the start of every season there is always talk about what colors you simply must have in your wardrobe. New winter fashions have just arrived in Australia. I live on the Gold Coast, where people wear bathing suits and sarongs almost all year round because of the warm winter climate. Nevertheless, every winter a range of dark, gloomy colors like burgundy, navy blue and brown replaces the bright colors of spring and summer.

This season I invested A$200(・9,896) in a brown imitation suede suit that I love. Its camel color and thick suede are not very appropriate for the Gold Coast, but the new Portmans catalogue persuaded me to make a winter purchase.

fashion is not quite as susceptible to the changing seasons. Guys don't usually change their wardrobe for winter, except perhaps for throwing a jacket over their summer gear. That isn't to say that men aren't fashion conscious though.

younger brother is quite aware of what looks good in fashion and what doesn't. But, like me, he is not a victim of fashion and refuses to wear clothes simply because they are considered "trendy." We both choose clothes simply because we like them.

Mum always looks fabulous. Even though she's in her 40s she looks much younger because of the clothes she wears. Sometimes we accidentally wear the same shoes or a really similar outfit. It's very handy being able to borrow from her wardrobe when mine seems too boring.

Mum is extremely conscious of what's "in" and what's not, but she definitely has her own style. Based on the "must-have" styles of the season she often sews her own creations. This makes her stand out in a crowd because she isn't dressed exactly the same as every other woman.

My wardrobe is a collection of favorite clothes I've bought over the past few years. It's multicolored and reflects my individual style. Even though I update my wardrobe regularly I'm not a complete slave to fashion. I don't really care if lime green is "in" or "out" this season ― I'll wear it if I want to. After all, fashion should be about wearing clothes because you like them, not because fashion magazines tell you to wear them.

Shukan ST: April 11, 1997

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