“Give a girl the right pair of shoes and she can conquer the world”
Most women have craziness for shoes to the extent that during past recessions the sales of most objects dropped while footwear sales rose compared in the same period. One may say this drastic difference is due to the magical effect that shoes have on outfits; for example the way a pair of shoes can change a daily outfit into a party outfit. However, what is the true secret behind shoe obsession.
Purchasing a pair of shoes plays a serious role on boosting an individual’s mood. According to Martin Lindstorm (A branding expert for fortune 100 companies and author of buyology: Truth and Lies About Why we Buy):”The neurotransmitter dopamine is released, providing a feel-good high, similar to taking drugs. The dopamine increases until you swipe your debit card.”
You may disagree since most shoppers feel a sense of guilt eating them up after purchasing any piece of clothing. However, this is invalid for shoes. The majority of regular shoppers feel like no shoes would go to waste. It is something they can use or wear multiple times a week. As a result they grab on to that wonderful feeling as long as they can.
Moreover, not only do shoes provide pleasure but power as well. “Like most animals, we’re wired to associate height with power” says Helen Fisher, PhD, professor of anthropology at Rutgers University. “High heel can literally raise your status because you’re taller when you wear them.” Furthermore, heels may also raise aperson’s class. In previous centuries, only the wealthy wore high heels. “Shoes were a measure of class,” says Fisher,” and we still have a bit of that mind –set ingrained in us.”
By Ghiwa Sadek