Week 3 EOC: How I Buy Stuff

“Self-concept combines the ideal self-image (the way an individual would like to be) and the real self-image (how an individual actually perceives himself or herself).” (MKTG, Lamb, pg. 76)

How many of us flip through magazines on a daily basis? How many of us read online publications, look at images, or view advertisements? All of these images play a role in determining our self-concept. I frequently look at pictures of beautiful air-touched models and wonder just how they do it. Is that makeup really going to turn me into Natalia Vodianova? Is the new Versace going to transform me into Gisele? As ridiculous as it may be, these questions float through my mind on any given shopping excursion. And even more sadly, I base my buying habits on these absurd “what ifs.” Appearance is everything, especially in the fashion industry.

I usually buy “stuff” based on an image that I want to portray. My real self-image takes a step aside when I shop, and my vicious ideal self-image grabs the wheel. These Manolo Mary Janes will definitely turn me into the high-powered fashion editor I have always wanted to be, won’t they? What about that Prada bag, the Chanel suit? ...And the list goes on. I remember a time when I used to buy things solely because they brought enjoyment to my life. Now, I am always striving for that “ideal.” When I shop, it is a constant hunt for that one perfect item that will define my future life. Sure, the Manolos will always tap dance their way through my dreams, but when do I need to rein back the ideal and stick with the real? Maybe the problem isn’t in the designer labels, maybe it is in how I choose to make my buying decisions.

Week 2 EOC: Me as the Consumer

From combat boots to high heels, I am a unique demographic that combines a mixture of athletic and luxurious tastes. I served two years of active duty in the U.S. Air Force. For the first year that I served, I was not allowed to wear any clothes other than those that were issued to me. I was also not allowed to watch movies or listen to music. I was rarely allowed to leave base. This had a definitive impact on my spending habits. My money was then spent on experiences. When I could leave base, I focused on the experiences I could have. I attended concerts, shows, and went to dinner with friends. These events took the place of material items. Consequently, I noticed that my relationships improved with the people around me. I took more stock in how my money could add enjoyment to my lifestyle. Cash provided me with a gateway to escape the pressures and demands of my military life.

After two years of service, I decided to trade the camouflage for lace, silk, and cashmere. Now as a fashion student, my focus is on the art and beauty that is created through clothing. I very rarely spend money on experiences any longer. My money is taken by boutiques, retailers, and thrift stores. I’m ashamed to say that I have skipped meals in favor of purchasing a 1960’s vintage Lilli Diamond cocktail dress. This is not something I take joy in sharing. As Carrie Bradshaw stated on Sex and the City, “I like my money right where I can see it-hanging in my closet.” This is what my life has become. As I write this post, I am contemplating how I got to this place in my life. Of course I love the beauty that has come from the clothing I have purchased, but the question remains; have I let those clothes purchase me?

Week 1 EOC: A Quality Customer Experience

I must admit that I am not a pleasant customer. Even after a year of working in retail and customer service, I have not yet mastered the art of being civil in many situations. I'm not sure even Mother Teresa could get through a conversation with me after I start on one of my hell-bent rants. That being said, one company has provided me with the service that I have been long awaiting.

Roberto's Taco Shop is a restaurant that, as of late, I have grown to admire immensely. It's not exactly one specific experience that has set them apart, it's each little thing that causes me to step back and wonder why not all companies provide this level of service. It all started with me being dragged off of my very comfortable sofa by my anxious roommate who insisted that I accompany her to dinner. This already set me in a cranky mood. I knew my surly attitude was bound to take vengeance on the nearest available victim.

Upon arriving, I made every attempt to be less than pleasant. I joked about where I could get one of their outrageous uniform shirts (sarcastically, of course) and I complained when they told me the sour cream was extra and then refused to order it. When my food finally arrived, they had given me the sour cream. I checked my receipt, furious that they had charged me after I insisted I wouldn't pay for such things. There was no charge.

The next time I walked into Roberto's, I wondered if the whole incident had been a fluke. It wasn't. They remembered me and gave me a warm smile. "We have something for you," one of them said. I still wasn't convinced that this was a good thing. He pulled out an annoyingly bright uniform shirt. It wasn't a joke, he was completely sincere. I shook my head and held back a smile.

That day I walked away with a shirt to commemorate my first quality customer service experience. And a free Jamaica.