Shopping is chemical warfare. When I stumbled upon this information as part of my work as a fashion psychologist (yes, that’s a real thing), I finally escaped the toxic relationship that I’d developed with my wardrobe. Every invitation to venture outside my home triggered the same sequence of tragic events. In an attempt to plan my outfit, I’d open my fragile wardrobe doors and be confronted with a sea of shoes and fabric lapping at my feet. And still, after assessing the vast landscape of my collection I always, without fail, uttered those five fateful words: “I have nothing to wear”.

How could someone with enough clothes to dress every inhabitant of a pre-Covid office building never have anything to wear? As with most things, the answer lies in heading straight to the source. Something was happening during the point of purchase that was leaving me with a wardrobe I had zero interest in. And I’m certainly not alone in experiencing this.

Research has revealed that, as of 2019, UK men own on average almost £12,000 of unworn clothing with women owning more than £22,000. Not only is this unsustainable, it’s also a waste of money and, quite frankly, with current the state of the economy, and the environment, none of us can afford to continue making such expensive mistakes.

One approach many people suggest is going cold turkey. The issue with that is that when you eventually start buying clothes again, because let's face it, you will, you’re likely to end up in the same vicious circle.

As a fashion psychologist, part of my job is to understand the why behind these choices. Time and time again, research has shown that emotional rather than rational motives drive us to shop. Rationality becomes even more scarce when you factor in the sheer volume of brands and fashion content that we consume on a daily basis.

When faced with limitless options, we experience a psychological impairment called “overchoice”, which inhibits us from making sound decisions. And if you don’t really know why you bought those jeans or those shoes or that fourth black hoodie in the first place, they’re not going to make much more sense once added to that heaving pile in your wardrobe.

The concept of “retail therapy” has legitimate roots in cognitive psychology. Studies have shown that shopping makes us feel good because our brain reacts to novel stimuli, like a new outfit, for example, by releasing increased amounts of the neurotransmitter dopamine.

Often referred to as the “feel-good chemical”, dopamine influences feelings of reward and motivation. New things also activate the amygdala – the part of our brain that processes emotions and enhances our sensory processing. What’s more, MRI studies on the brain have found that our levels of dopamine increase in anticipation of going shopping. So this euphoric feeling is often not even associated with the thing you’re buying, but the act of buying in itself.

All that dopamine swishing around your body while shopping does make you happy, but it can also make you stupid. Research has revealed that dopamine cripples an area of our brain called the dorsolateral prefrontal cortex (DPC), which is responsible for helping us to weigh up pros and cons and generally make good decisions. The temporary damage to our DPC stops us from adequately estimating the true value of a product, especially if the price looks good.

Increased dopamine levels are also accompanied by a rush of adrenaline – oh, and who can forget about that other pesky high, instant gratification? I wasn’t exaggerating when I said shopping is chemical warfare. With all of this happening beneath the surface, even someone with the very best intentions can end up making silly purchases.