On July 22nd, 2009,  Yuli Ziv (possibly my most favorite woman in New York), co-founder of Style Coalition hosted 13 top NYC fashion bloggers for a special video shoot at DEX New York studios for the DON’T SHOP! campaign, supporting the fashion industry. Inspired by the DON’T VOTE! campaign, the video starts with the message “don’t shop” and slowly turns into a message that shows the importance and value of supporting our favorite fashion designers in these tough economic times.

The U.S. Recession has drastically impacted and altered consumer spending behavior. As consumers, we’ve gone from mass consumption and plastic to strategically planned purchases. We refuse to pay retail, waiting for something to go on sale. Instead of buying the original designer handbag, dress or necklace, we visit our local Forever 21 and buy the “inspired” (aka knock-off) version.

As women, we can’t shop the way they used to because of financial limitations. We’ve lost “the fix” that buying a pair of Christian Louboutin shoes or a Marc Jacobs Handbag brings and we desperately want it back. To try and fill that void, we’ve resorted to buying mass amounts of “economical” accessories and clothing. We’ve sacrificed quality for quantity in hopes of finding the validation that purchasing a single luxury item once provided.

Harsh reality here, it’s NOT the same feeling. I remember when I bought my first Coach handbag, I was 24 years old and it was $300. The handbag was my first big purchase, a gift to myself for landing my first marketing client. At 25, I bought my first piece of jewelry from Tiffany’s as a reward for opening my IRA. And when I turned 27 1/2 and had lost 102 pounds, I threw out my entire wardrobe and walked into BCBG Max Azria on Sunset Blvd and let their amazing staff help me find clothes that fit my body. I spent close to $5000 and only had 1/3 of the clothing I’d had before. It was an experience I’ll never forget, I learned about garment cuts and proportions – I learned what tailored meant.

I’m willing to pay for quality and give up quantity. Quality has consistently represented successful milestones in my life and will continue to do so as I accomplish new things. I’d rather remember successful milestones by a single item than tons of “stuff”.

To learn more about Yuliz Ziv, Style Coalition and the Don’t Shop! Campaign, you may read Felicia Sullivan’s interview in the Huffington Post.

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