A systematic approach to learning and identifying personality tendencies of consumers for individualized fashion product development

Abstract

To comprehensively understand the levels of demand and the mechanism underlying preference cognition among fashion consumers, this study aims to investigate behavioral and psychological variations across diverse groups engaged in fashion activities through the lens of personality traits, and establish recognition criteria for personality traits within the realm of fashion. In the initial phase, the connection between fashion behavior and personality traits was investigated, leading to the introduction of the concept of fashion personality. Then, after multiple rounds of experimental evaluation, the primary categories and associated traits of fashion personality were determined. Using this framework, a personality assessment scale tailored for the fashion industry was developed. Following user experiments, the scale’s feasibility and effectiveness were validated. Finally, as an important application scenario of the fashion personality scale, this paper established a correlation between fashion personality and clothing aesthetic preferences through actual cases. It introduced a new approach of extracting consumers’ aesthetic requirements from their personalities, consequently steering personalized clothing design. This study delves into the underlying mechanism that drives fashion preferences on a personality level. It offers theoretical insights and methodological directions for consumer psychology research in the fashion domain, as well as for clothing interaction design and marketing strategies tailored to consumer needs.