So THAT Explains Our Addiction to Zara & Other Fast Fashion Brands

According to The Atlantic, you can blame your impulsive shopping habits on science. An in-depth article in the magazine explained why purchasing inexpensive items is an addictive and compulsive activity, with neurological evidence to back it up. For a 2007 study, researchers examined the brains of participants as they made different shopping decisions, and found an increase in the amount of pleasure one gets from merely looking at a desired item, not to mention finding out the budget-friendly price, and ultimately purchasing the item. 

"You see this a lot with clothing—it's what’s called 'transactional utility,'" says Tom Meyvis, a professor of marketing at NYU’s Stern School of Business and an expert in consumer psychology. “Part of the joy you get from shopping is not just that you bought something that you really like and you’re going to use, but also that you got a good deal,” he says.

So it’s no wonder that fast fashion brands like Zara and H&M reported record sales this past year. The tempting price tags attached to on-trend clothing and accessories make for affordable yet impulsive purchases that are too good to resist. We know we're guilty! Are you? 

Check out our favourite picks below and let us know if you’re a compulsive fast fashion shopper in the comments at the end!