“Alpha Shoppers” Take Control

What: If you’ve never heard the term “alpha shopper,” you’re not alone. The term was recently coined by Lucky magazine to describe women ages 18 to 39 who are “tired of watching what they spend and, for the most part, don’t mind paying full price for the items they want.” According to a new survey of 2,000 shoppers, 14% of women fall into this “alpha shopper” category, while a total of 93% of those surveyed said they plan on buying new accessories this fall, and 78% said they still like to “splurge” despite whatever is happening with the economy.

What Stylist Says:
“The survey says that the ‘alpha shoppers’ think that $500 for a pair of shoes is reasonable, and luxury items by super high-end designers like Louis Vuitton are considered investment pieces.”

What We Say: Paying full price seems so passé at this point, that it’s actually surprising to hear that so many women are still willing to spend big on fashion. While we agree some items (like a good winter coat) is a good investment, that still doesn’t mean you have to pay full price to get them. Also it seems that these “alpha” shoppers assume that high prices = high quality, which we all know isn’t the case.