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If
the only people you’d see would be ugly as hell, fat as you could imagine and
all straight, wouldn’t you want one for yourself too? Apparently yes. Based on
our 21st Century economists and many of our times most accoladed business men and women people want what is available – and they shun all
different. Oh, flashbacks from America. How can they dress in so ghastly and
boring rags!
I walked in Bangkok night markets and in the Weekend Market. Then it kind of hit me. I don’t want
any of this crap! I don’t need it – I don’t want it. Hell, I want to get out
of here.
Same
happens in the average Joes’ heavens - Malls. Who the fuck goes to malls?? No-one
I know. So who are these “masses” that stuff their lardy asses in-between the
revolving doors, stop the pedestrian traffic with their bag loads of crap and those crying misbehaving kids from Hell?
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I
think we need some sociologist or anthropologist to explain us this in a bit more
detail. I found some poor insights how to target teens in Mall’s here.
One of the first observations from authors themselves: “It is intuitive that the shopping mall is a place that is socially
significant to the teen population,” said Jane Traub, senior vice president of
research for Scarborough. “We may have our own personal memories of spending
time in malls as teens ourselves, and many of us who have teens in our household
know that the mall is a favorite destination.
This study shows just how much time teens are actually spending at the
mall.”
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Now this just says researchers were and probably still are in the
Mall’s target group segment… Study basically says teens spend 2-3hours in malls
by shopping crap, getting fat in the joints like McDonald’s and Burger King, and are observant to screen displays
bombarding 99cent deals and promotion of all sorts of rags. This did not make
me any smarter…Malls are crap, in my opinion. And because I am almost always right
my statement is most probably true as well. The worst thing about malls is that
they promote mediocrity and at best can deliver only average or poor experience.
If your research question was: “why do gay people go to malls” it would not
produce a result. We do not visit malls. Or at least any self-respecting gay
does not. We do not find anything from malls. And in addition we get rash from entering
into these dungeons of averages.
In
many ways fashion tries to be a form of art. Fraction of it is. Mostly, it is
about satisfying the most common denominator which unfortunately is a straight,
slightly overweight, middle aged, stumpy man: “The-mall-goer”. Right, so men’s
fashion has become to a stage when it is a nice little play of different colors
on different shapes and sizes of t-shirts, jeans and some ghastly coats. Right,
production cost for T-shirt is 10cents, for jeans around 50cents and coats vary
in between 2-20eur. Now the retail price in the same order is: 30Eur, 150Eur,
200ur. You don’t have to be an astrophysicist to realize that with these
margins you want everyone to be average Joe’s wearing T-shirts. Why would you
do anything different whilst keeping doing exactly what you already are doing
keeps your margins healthy? Who needs margin erosion anyways! And malls, the
perfect setting to get your horrible rags out of your doors – carried straight into
the cars and towed far away to the suburbs - are the machinery which makes the business running.
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To
play down the indifference in almost all clothing being produced by the industry for men,
companies have re-invented colors. Well not re-invented COLORS, but merely
taken the palette from the backroom and applied different colors on different
season with a slightly different fabrics to the same dull designs. I know, haute-couture
is different – but remind me again, when was the last time You bought haute-couture?
Industry sales volumes tell unapologetic story – basic shit, that’s what men buy.
And that’s what is ultimately on offer.
I
am tired of dull, uninteresting, deathly boring clothes of the likes of brands like: H&M,
Zara, Emporio Armani, Armani Xchange, D&G, Gass, Guess, Levi’s, Diesel,
GAP, Top Man etc. There is nothing they bring to the market which truly surprises you positively. Why
can’t we get some cool stuff to the stores! I think I’ll elaborate “cool” in
some later posting...
Now,
I am feeling in so need I could die. I guess erotic massage by two nice boys
will suffice…
Cheerio!
J
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