Psychology of Fashion and Brand Image: A Case Study of Indian Consumer Perception

Abstract

Fashion psychology is the study of how clothing and appearance affect human behavior, emotions, and cognition. Whereas brand image refers to the perception of a brand in the minds of consumers, which is shaped by advertising, packaging, and other marketing efforts. The relationship between fashion psychology and brand image is that consumers often choose clothing and accessories based on how they want to present themselves to others, and a brand’s image can influence this decision-making process. For example, a person may choose to wear a certain brand of clothing because they associate it with a certain lifestyle or social groups. Brand image plays a significant role in the fashion industry, as it can greatly influence consumer purchasing decisions. Consumers often associate certain brands with specific styles, quality, and status, which can make them more likely to purchase clothing and accessories from those brands