New Shopping Habits Embraces Individual

The first law in fashion states that you should not, on most occasions, be adorned in the clothes of one designer from head to toe. Individuality speaks of an appeal far greater than simply donning up one designer's key look for the season. After all, that would make everyone potentially fashionable, so long as they had the finances to afford top designer gear, and we all know that isn't the case. Just look at the celebrities fashion faux-pas at any premier or award ceremony, to put you off.

Being fashionable means wearing fashion labels when it suits you, mixing it with high street, a bit of vintage, finding bargains, all the while staying true to your style. You have no qualms about spending GBP300 on a pair of shoes and teaming it with a bargain dress from H&M. You are a discerned shopper, and this is the trend that seems to be adopted by the new breed of British shoppers, who are changing the dynamics of the High Street.

The new independents, as the shoppers are called, according to research unveiled today by This Is Money, happily shop at both the top and bottom ends of the market, picking up high fashion when it suits them and bargains when they spot them.

The shopper is no longer solely concerned about fashion brands, and shops for more individual needs than buying a complete outfit at any one designer store. Customer loyalty is not what is used to be and brand loyalty seems to be a thing of the past. Especially since designer catwalk collections are strong one season and less wearable the next, the pick & mix method of shopping seems far more viable and interesting.

This new independent way of shopping is changing the dynamics of the highstreet. Whereas your mother may have dressed top to toe in M&S and you in Gucci, your shopping habits have probably changed and you go to which store offers the right product for you. If you find something inexpensive, but of good quality, you are just as likely to buy it as you would designer merchandise.

While the choice in fashion for consumers seems endless, retailers are having a bigger challenge as the fixed ideas of value, mid-market and luxury don't exist as shoppers flit between them promiscuously.

Perhaps shoppers are being more discerning when it comes to spending their money. As spending habits are changing with an infinite amount goods on offer, shopping for fashion is putting the consumer in control.

Jil Sander's long sleeve yellow tee will look great with a pair of Top Shop jeans. And just think; there will be money left over for a trinket accessory.