Fashion psychology
Fashion psychology, as a branch of applied psychology, applies psychological theories and principles to understand and explain the relationship between fashion and human behavior, including how fashion affects our emotions, self-esteem, and identity. It also examines how fashion choices are influenced by factors such as culture, social norms, personal values, and individual differences. Fashion psychologists may use their knowledge and skills to advise individuals, organizations, or the fashion industry on a variety of issues, including consumer behavior, marketing strategies, design, and sustainability.
Significance
Fashion psychology is a branch of psychology that explores the relationship between humans and the fashion world. Fashion psychology holds significant relevance for marketers as they strive to comprehend the variables that enhance the likelihood of a product's adoption by a consumer group. Additionally, marketers must predict the duration for which the product remains fashionable. Hence, a segment of fashion psychology is dedicated to analyzing the shifts in acceptance of fashion trends over time.[1]
Fashion
The prevalent understanding of fashion refers to the prevailing style that is adopted by a significant portion of a particular group, in a given time and location.[1][2] For example, during the era of cave dwellers, animal skins were considered fashionable, while the sari is a popular style among Indian women, and the miniskirt has become a trend among women in Western cultures.[3] Fashion psychology is typically characterized as the examination of how the selections of attire affect our perceptions and evaluations of one another.[1]
Psychology of clothing
The fashion impulse is a highly influential and potent social phenomenon owing to its pervasive and expeditious character, its capacity to influence an individual's conduct, and its close association with the societal and economic fabric of a nation.[4]
The phrase "You Are What You Wear" implies that people can be judged based on their clothing choices. It suggests that clothing is not just a means of covering the body, but a reflection of a person's identity, values, and social status.[5][6][7] The garments we choose to wear serve as a representation of our current thoughts and emotions. Frequently, instances of clothing mishaps can be attributed to underlying internal conflicts manifesting themselves outwardly.[5] Choosing clothing that provides comfort, joy, and a positive self-image can genuinely enhance one's quality of life. Even the slightest modification in one's wardrobe can trigger a sequence of events that leads to new experiences, self-discovery, and cherished moments.[5]
Color of clothing
Psychologists hold the belief that the color of our apparel can have an impact on our emotional state and stress levels. The presence of color has the potential to augment an individual's perception of their environment.[8][9]
Design
Fashion psychology concerns itself with examining the ways in which fashion design can influence a positive body image, utilizing psychological insights to foster a sustainable approach towards clothing production and disposal, and understanding the underlying reasons behind the development of specific shopping behaviors.[10]
Shopping behavior
The phenomena of panic buying, and revenge buying are essentially attempts by consumers to compensate for a situation that is beyond their personal control. These actions serve as a therapeutic means of exerting control over external circumstances, while also offering a sense of comfort, security, and an overall improvement in well-being.[11]
Gen Next
Millennial females, also known as Generation Y, are being socialized to begin their fashion consumption at an earlier age than their predecessors, resulting in a shift in the typical starting point of fashion consumption.[2] Even though Generation Y consumers play a crucial role in the decision-making process of the market, retailers are finding it increasingly difficult to comprehend the behavior and psychology of these consumers.[12]
References
- ^ a b c "Fashion Psychology - MIchael Solomon - Consumer Behavior & Marketing Expert". The science behind what we buy. Retrieved 2023-04-20.
- ^ a b Pentecost, Robin; Andrews, Lynda (2010-01-01). "Fashion retailing and the bottom line: The effects of generational cohorts, gender, fashion fanship, attitudes and impulse buying on fashion expenditure". Journal of Retailing and Consumer Services. 17 (1): 43–52. doi:10.1016/j.jretconser.2009.09.003. ISSN 0969-6989.
- ^ Solomon, Michael R. (1985). The Psychology of Fashion. Lexington Books. p. 193. ISBN 978-0-669-09128-1.
- ^ "APA PsycNet". psycnet.apa.org. Retrieved 2023-04-20.
- ^ a b c Baumgartner, Jennifer J. (2012). You are what you wear : what your clothes reveal about you. Internet Archive. Boston : Da Capo Life Long. ISBN 978-0-7382-1520-4.
- ^ Beach, Nancy (1979-08-26). "YOU ARE WHAT YOU WEAR". The New York Times. ISSN 0362-4331. Retrieved 2023-04-20.
- ^ "You are what you wear? How your outfit psychologically affects you". Al Arabiya English. 2016-04-14. Retrieved 2023-04-20.
- ^ Edwards, Vanessa Van (2013-12-16). "Color Psychology: What Colors Should You Wear and Why". Science of People. Retrieved 2023-04-20.
- ^ Clothing, Little River (2019-06-25). "Dress Your Mood with Color in Clothing". Little River Clothing. Retrieved 2023-04-20.
- ^ Mair, Carolyn (2018-04-09). The Psychology of Fashion. Routledge. ISBN 978-1-317-21762-6.
- ^ Lins, Samuel; Aquino, Sibele; Costa, Ana Raquel; Koch, Rita (2022). "From panic to revenge: Compensatory buying behaviors during the pandemic". International Journal of Social Psychiatry. 68 (4): 921–922. doi:10.1177/00207640211002557. ISSN 0020-7640.
- ^ Sullivan, Pauline; Kang, Jiyun; Heitmeyer, Jeanne (2012-12-01). "Fashion involvement and experiential value: Gen Y retail apparel patronage". The International Review of Retail, Distribution and Consumer Research. 22 (5): 459–483. doi:10.1080/09593969.2012.711252. ISSN 0959-3969.