Whoever said money can't buy happiness didn't know where to shop - a sentiment close to the heart of every fashion professional.
Shopping is fun.
Watch her come alive in 20 minutes time when she high-heels it down the Rue Etienne Marcel, credit cards held aloft, in the headlong rush to spend, spend, spend. When we shop, we look at the clothes we want to look at. That shopping is a pleasurable activity bringing comfort to women the world over sounds like common sense. But it's only relatively recently that academics have begun to take this at face value and explore the individual experiences of shoppers. Researchers on both sides of the Atlantic are approaching the study of shopping with a new sympathy.