Hi I'm Bertie, this column is basically a place for me to call bullshit on girl related things I think are stupid.The high street might be dying but it'll always be a strange place. In fact, some of the strangest aspects of it are the things we don't even question any more because we feel that to do so is cliched and done to death – like, for example, the need for companies to create not just products to sell but entire lifestyles for their prospective customers to emulate. From the half-asleep, heavy-lidded girls in the Topshop campaigns with their high-fashion aspirations, to the clean, crisp, pragmatic Uniqlo consumer, who favours Chloe Sevigny over Kate Bosworth, chino over harem. Just selling things to people because they might want them has never really been enough. If you were using that model, once you'd bought the PVC pencil skirt or the racer back camisole, you'd be satisfied. Satisfaction is the cancer that stamps out greed, guys. There are probably board meetings in Soho called "How to ensure your customers leave unsatisfied." There are definitely people in these meetings who know how to exploit the self-doubt lurking in our post-adolescent brains. Hooking on to your insecurities and making them last forever is far more lucrative than just making things people want and letting them buy them.
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