A new philosophy of consumption? Dongmen believers, dopamine and the lipstick effect

This article analyzes the consumer psychology behind the popularity of Crocs and dopamine outfits, pointing out that Crocs and dopamine outfits reflect the changes in the consumption concepts and aesthetics of the mainstream consumer groups. It is also of guiding significance for analyzing the current consumption trends.

When those ugly Crocs become popular, you will find that the world is different.

Recently, Crocs have frequently been on the hot search list, and even spawned the so-called "Crocodians". They claim that once you start wearing Crocs, you can never take them off. Once you buy Crocs, your life will be shaped, and they seem to believe that Crocs will "live forever".

When I was confused, I vaguely remembered that the last time fashion trend attracted such heated attention and discussion was dopamine dressing.

Yes, dopamine dressing is a way of dressing that stimulates pleasure and positive emotions through brightly colored fashion clothing, which is full of a sense of urgency. Accompanied by "dopamine" marketing, this trend has spread from the dressing circle to the beauty circle and tea drinking circle, constantly impacting people's moods.

Whether it's Crocs or dopamine outfits, while providing immediate happiness and emotional stimulation, they also expose that the consumption philosophy believed by this generation of young people is different from before.

This consumption philosophy starts with a change in consumption mentality and aesthetics.

In fact, what I am discussing here is not so much young people as the mainstream people in this society, because the so-called young people are just a label, which more reflects the characteristics of the main consumer groups or energetic people in society.

If we have only heard about the lack of consumer confidence and weakening expectations in the past six months, then by the middle of the year we should have felt what these so-called deficiencies and weakenings were all about. Yes, the most direct manifestation is the popularity of Crocs and the popularity of dopamine wear.

When the economy is bad, "lipstick" will become more popular.

The lipstick effect is a well-known economic phenomenon. It means that in an economic downturn, although people have a desire to consume, they will reduce their consumption of bulk commodities such as buying cars, houses, and traveling abroad, and instead buy some cheaper but practical and decorative products, because such products can not only regulate emotions, but also bring psychological comfort.

Pay for pleasure, pay for your mood, this is the secret behind the popularity of Crocs and dopamine wear.

It doesn’t require you to empty your wallet. It’s cheap, practical, and has social added value. You can use your “little spare money” to satisfy your great pleasure and happiness. It’s irresistible! This change in consumer mentality and aesthetics is actually very simple. I think it’s nothing more than two levels:

1. Simple Happiness

After experiencing a long period of isolation and repression, returning to ordinary daily life has become a basic need deep in everyone's heart, and dressing up is the most common pursuit.

However, dressing is an art. Different clothes need different shoes and different makeup, which takes time and energy. Crocs are almost versatile and can be used in various scenes and occasions. You can wear them to sell, go to class or work, go shopping, or go hiking with friends. You can wear them anywhere without any pressure. They are light, comfortable and breathable. You can wear them with your feet. You can't take them off because they feel like you are stepping on shit.

It is this casual simplicity that touches people's happiness. In an era of internal competition and internal consumption, why should we bother with a pair of shoes?

Dopamine dressing is more in line with the heart. Bright colors directly give visual stimulation to intuitively show one's bright mood, so that dressing is no longer restricted by various labels in the past. It emphasizes the mood at the moment and shows one's own attitude, rather than caring about other people's opinions and views.

Simply put, dopamine dressing is a way of emotional experience and self-expression. It helps young people establish a positive attitude and remain courageous in facing life challenges.

2. Personality of the Leader

Being popular requires sociability.

If simple happiness is the mass foundation, then the personality above is the key social factor that can penetrate all levels of groups and infect all kinds of people.

Crocs have countless holes, but these holes are not all the same. You can use various decorative buckles to make each hole have its own personality, and you can even change different decorative buckles every day according to your mood. Maybe the Crocs themselves are similar, but your Crocs are unique. It is this kind of personalized play that satisfies young people's pursuit of individuality and also accommodates their own interests, hobbies and fashion attitudes.

What's more, in the hole shoe market, new brands and styles are constantly emerging, as well as national trend and cute decorative buckles. No matter how individual you are, you can choose the hole shoes that suit you and decorate them as you like.

The pursuit of happiness and self-expression, plain and simple, but also addictive.

Dopamine wear has bright colors and contrasting colors, which can instantly stand out from the crowd. And dopamine wear has a variety of types, from glasses, hairpins, necklaces, to bags and mobile phone cases, full of personality, everything you need, you can always simply match your own style.

In fact, the trend of "dopamine dressing" has surpassed the boundaries of gender, age and occupation. You will see bloggers such as "dopamine boy" and "dopamine sweet girl" active on social media. Even the aesthetic of aunties that was once despised has made a comeback under the dopamine dressing.

Whether it's Crocs or dopamine outfits, you don't need to invest too much to have a simple yet personalized experience. There's no pressure, no energy, and no need to worry about the embarrassment of being the same.

This is the consumption philosophy of today's young people. Even in a stressful environment, they still live with beautiful imaginations and try their best to live a happy and simple life every day.

Author: Little Monk Kunkun

Source: WeChat public account "Marketing Zen Institute (ID: mandcx)"