Psychology of Fashion and its influence on Indian Consumers

Abstract

Fashion psychology is commonly defined as the study of the impact of clothing choices on the way in which we perceive and judge each other. However, the term fashion psychology is a bit misleading, as the field actually looks well beyond clothing’s impact on the individual. And its focus transcends clothing to also consider the impact of many other products that express self- identity and are influenced by the same forces that drive change in the apparel industry, Many psychological factors help explain what motivates us to be fashionable. These include conformity, desires for variety seeking, the need to express personal creativity, and sexual attraction. For example, many consumers seem to have a need for uniqueness: They want to be different (though not necessarily too different!). As a result, people may conform to the basic outlines of a fashion, but still improvise to make a personal statement within these general guidelines. Psychology and fashion are two fields that, on the surface, may seem unrelated, but they have a deep connection. Psychology is the study of the mind and behaviour, while fashion is the study of clothing and accessories. However, fashion is also a reflection of societal values, cultural influences, and personal expression. It is a visual representation of how individuals want to be perceived and how they want to present themselves to the world. Therefore, fashion can be used as a tool to understand various psychological concepts such as identity, self-esteem, and social status. Understanding the relationship between psychology and fashion can provide insights into how individuals use clothing and accessories to communicate their thoughts, feelings, and personality to others, and how fashion trends are shaped by psychological factors.