Hair length a 'shear' economic indicator?

By Misty Harris, Canwest News Service

Cast member Rachel McAdams attends a promotional event for the upcoming movie 'Sherlock Holmes' during the 40th annual Comic Con Convention in San Diego July 24, 2009. Following the follicles of such celebs as Rachel McAdams, Rihanna and Solange Knowles, all of whom have shortened or shaved their hair in recent weeks, Canadian stylists report women are cropping their coifs in scissor-dulling numbers.
The Bank of Canada has declared the hairiest days of the recession over, but those holding the household purse strings are nonetheless cutting back — literally.

Following the follicles of such celebs as Rachel McAdams, Rihanna and Solange Knowles, all of whom have shortened or shaved their hair in recent weeks, Canadian stylists report women are cropping their coifs in scissor-dulling numbers. Economists describe the trend as a kind of hemline index for the salon set, with lock-length signalling feelings about the market.

"The length of women's hair can be a strong indicator of consumer confidence," says Ernest Biktimirov, an associate professor of finance at Brock University in St. Catharine's, Ont.
"When there's uncertainty about the economy, women realize they can't spend as much time on their hair, or as much money on (hair) products, and as a result tend to go for shorter styles."

Although consumer confidence has climbed 12.7 points since the beginning of the year, its current 82.9 level is still much lower than the near-100 numbers seen last summer. When asked by the Conference Board of Canada about their financial situation, only 12 per cent of Canadians said they felt better off today than six months ago.
Biktimirov, an expert on index effect, says women tend to be the focus of economic barometers — which have historically used everything from lipstick sales to skirt lengths to gauge the markets — because they're more sensitive to fiscal change.

"They're usually the ones in charge of the budget and probably feel more responsibility for taking care of the family, worrying about the children, education, and other expenses," says Biktimirov.
Terry F. Pettijohn II, who has studied how popular taste shifts during recessions, says the phenomenon is consistent with his research, and that of others. In particular, he points to a 2008 analysis of women's haircuts over the past two decades in Japan that found styles shorten when the economy is poor and lengthen when it's strong.
"When we feel stressed or threatened, we take on different preferences than when we feel safe and secure," says Pettijohn, a professor of psychology at Coastal Carolina University in South Carolina.

Pettijohn offers three explanations for hard times bringing about harder haircuts: that a more masculine cut is seen as a means of channeling desired power and independence; that a change to one's appearance acts as a natural mood-booster; and that abbreviated tresses require fewer, if any, hair-care products and thus save money in the short term.

Lisa Tant, editor-in-chief of Canada's Flare magazine, says the "headstrong, rebellious" look of short hair — which she describes as "the arch-opposite of Paris Hilton" — figures prominently in fall fashion's punk renaissance.
"It's a bit of a middle-finger up at the establishment, which makes a comment on the economy and the recession, too," says Tant.

Even those who aren't slashing their budgets are shearing their locks.
Singers Rihanna and Cassie, actress Carmen Electra, British "it" girl Alice Dellal, and So You Think You Can Dance's Sonya Tayeh are among those who've shaved one or both sides of their heads; tabloid fixtures such as Knowles and Kanye West's girlfriend Amber Rose have buzzed their manes completely; and Canadian actress McAdams recently debuted a short bob, which celebrity stylist Jami Symons calls "the hottest thing" right now.
"It's the anti-(hair) extensions," says Symons, the Calgary-based artistic director of AG Hair Cosmetics. "Women are tired of the maintenance of it all."

mharris@canwest.com
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