What is Fashion Psychology?
Fashion psychology refers to the integration of the science of psychology and the fashion industry to create tools that can assist in the achievement of desired results related to an individual’s perception of self, their attitudes, and behaviors, as well as set objectives within the business model. Fashion psychologists integrate fashion abstractions including color, style, image, and beauty influence behavior to solve problems facilitate the desired growth and development of a particular client or business (Kodžoman, 2019). Notably, there exist numerous psychological factors that influence fashion. Some of these factors include the desire for variety seeking, conformity, need to express personal creativity, expression of identity, need for uniqueness, sexual attraction, et cetera. Some of the principles that psychology fashion applies include the relationship of fashion and self, fashion as a stimulus and its influence behavior and attitudes, the signaling theory, (Barnard, 2014).
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Fashion psychology utilizes the above-mentioned factors and principles to determine the level of new fashion acceptance. When a fashion company is seeking to release a new fashion whether it is clothing, footwear, jewelry, or accessories it needs to understand the factors that will influence the acceptance of the product by the target group and how long the product will stay in fashion. Fashion psychology helps in the understanding of all these factors (Mair, 2018). It is worth noting from this definition that fashion psychology does not only merely focus on the acceptability of fashion but also changes in acceptability over time. Thus, fashion psychology is essential to the fashion industry.
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How my Definition of Fashion Psychology has changed
My definition and impression of fashion psychology have significantly changed since the beginning of the class until now. At the initial stages of the class, my definition and impression of fashion psychology were that it entails studying the influence of fashion choices on people’s moods, attitudes, and behaviors or the way we perceive others. The class has helped me understand that fashion is a highly complex phenomenon that operates on many levels (Mair, 2018), which is why fashion psychology extends deeper beyond this superficial definition. The focus of the field transcends examining the relationship between fashion and behavior to deeper psychological aspects such as social self and self-identity among other cognitive processes. Moreover, it not only focuses on how fashion influences consumer behavior but also how consumer psychological factors act as a force that plays a crucial role in influencing the fashion industry (Kodžoman, 2019). So far the class has highly impressed me as it is both insightful and interesting.
Application
The knowledge I have acquired in this class will prove significantly resourceful to my career. My career is in the fashion industry whereby I am a marketer. The concepts I have learned in this class will allow me to become better at my job. I will the class learnings to analyze the consumer market to understand the key factors determining the acceptability of a specific fashion at a particular time. This will help me know which components to incorporate into my marketing mix as well as the best strategy to market a particular fashion. I will also use what I have learned in this class to predict how long a particular fashion will remain in fashion. Notably, this will provide me with useful information that my organization can utilize to enhance its competitive advantage. For instance, it can help in deciding the best time to release a new product into the market.
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