International Journal of Engineering Technology and Management Sciences

2023, Volume 7 Issue 2

Psychology of Fashion and its influence on Indian Consumers

AUTHOR(S)

Dr. G P Dinesh, Dr.Divyabharathi

DOI: https://doi.org/10.46647/ijetms.2023.v07i02.045

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.

Page No: 372 - 383

References:

    • Aaker, D.A. 1991. Managing Brand Equity, New York, NY: The Free Press.
    • Aaker, D.A. 1994. “Building a Brand: The Saturn Story.” California Management Review 36, no. 2, pp. 114–133.
    • Aaker, D.A. 1996. “Measuring Brand Equity across Products and Markets.” California Management Review 38, no. 3, pp. 102–120.
    • Allwood, J. 2007. Well Dressed Report. University of Cambridge Institute of  Manufacturing. Apparel Industry Trends Report. 2012. www.free2work.org/trends/apparel/
    • Arrigo, E. 2013. “Corporate Responsibility Management in Fast Fashion Companies: The Gap Inc. case.” Journal of Fashion Marketing and Management 17, no. 2, pp. 175–189.
    • Ball, A.D., and L. Tasaki. 1992. “The Role and Measurement of Attachment in  Consumer Behaviour.” Journal of Consumer Psychology 1, no. 2, pp. 155–172.
    • Barthes, R. 1967. Système de la mode. Le Seuil: Points/Essais.  Bearden, W.O., and M.J. Etzel. 1982. “Reference Group Influence on Product  and Brand Purchase Decisions.” Journal of Consumer Research 9, no. 2, pp. 183–194.
    • Belk, R.W. 1980. “Effects of Consistency of Visible Consumption Patterns on Impression Formation.” Advances in Consumer Research 7, no. 1, pp. 365–371.
    • Belk, R.W. 1988. “Possessions and the Extended Self.” Journal of Consumer  Research 15, no. 2, pp. 139–168.
    • Bone, P.F. 1992. “Determinants of Word of Mouth Communication during Product Consumption.” Advances in Consumer Research 19, pp. 579–583.
    • Bowlby, J. 1979. The Making and Breaking of Affectional Bonds. London, Tavistock. Breyer, M. 2012. 25 Shocking Fashion Industry Statistics, http://www.treehugger.com/sustainable-fashion/25-shocking-fashion-industry-statistics.html
    • Buchanan, L. 2007. “Wal-Mart Tries on Cheap Chic.” Thunderbird Case Study TB0091.Bureau of Labor Statistics. 2012. Fashion, http://www.bls.gov/spotlight/2012/fashion/
    • Burnkrant, R.E., and A. Cousineau. 1975. “Informational and Normative Social Influence in Buyer Behavior.” Journal of Consumer Research 2, no. 3, pp. 206–215.
    • Shwetasaibal Samanta Sahoo; Mousime Xalxo; B G Mukunda. "A Study on Tourist Behaviour Towards Sustainable Tourism in Karnataka". International Research Journal on Advanced Science Hub, 2, 5, 2020, 27-33. doi: 10.47392/irjash.2020.28
    • Muniyandy Elangovan; Mohamed Yousuf; Mohamed Nauman; Mohammed Nayeem. "Design and Development of Delivery Robot for Commercial Purpose". International Research Journal on Advanced Science Hub, 4, 07, 2022, 192-197. doi: 10.47392/irjash.2022.047
    • Manikandan N; Swaminathan G; Dinesh J; Manish Kumar S; Kishore T; Vignesh R. "Significant Attention in Industry and Academia for Wire Arc Additive Manufacturing (WAAM) - A Review". International Research Journal on Advanced Science Hub, 4, 07, 2022, 198-204. doi: 10.47392/irjash.2022.048
    • Shoeb Ahmed Syed; Steve Ales; Rajesh Kumar Behera; Kamalakanta Muduli. "Challenges, Opportunities and Analysis of the Machining Characteristics in hybrid Aluminium Composites (Al6061-SiC-Al2O3 ) Produced by Stir Casting Method". International Research Journal on Advanced Science Hub, 4, 08, 2022, 205-216. doi: 10.47392/irjash.2022.051
    • Ashima Saxena; Preeti Chawla. "A Study on the Role of Demographic Variables on Online Payment in Delhi NCR". International Research Journal on Advanced Science Hub, 4, 08, 2022, 217-221. doi: 10.47392/irjash.2022.052
    • Vishnupriya S; Nirsandh Ganesan; Ms. Piriyanga; Kiruthiga Devi. "Introducing Fuzzy Logic for Software Reliability Admeasurement". International Research Journal on Advanced Science Hub, 4, 09, 2022, 222-226. doi: 10.47392/irjash.2022.056
    • GANESAN M; Mahesh G; Baskar N. "An user friendly Scheme of Numerical Representation for Music Chords". International Research Journal on Advanced Science Hub, 4, 09, 2022, 227-236. doi: 10.47392/irjash.2022.057
    • Nirsandh Ganesan; Nithya Sri Chandrasekar; Ms. Gokila; Ms. Varsha. "Decision Model Based Reliability Prediction Framework". International Research Journal on Advanced Science Hub, 4, 10, 2022, 236-242. doi: 10.47392/irjash.2022.061
    • Vishnupriya S; Nithya Sri Chandrasekar; Nirsandh Ganesan; Ms. Mithilaa; Ms. Jeyashree. "Comprehensive Analysis of Power and Handloom Market Failures and Potential Regrowth Options". International Research Journal on Advanced Science Hub, 4, 10, 2022, 243-250. doi: 10.47392/irjash.2022.062
    • Minh Duc Ly; Que Nguyen Kieu Viet. "Improvement Productivity and Quality by Using Lean Six Sigma: A Case Study in Mechanical Manufacturing". International Research Journal on Advanced Science Hub, 4, 11, 2022, 251-266. doi: 10.47392/irjash.2022.066
    • Ragunath A; Poonam Syal. "Net Zero Energy Buildings Initiatives - A Review". International Research Journal on Advanced Science Hub, 4, 11, 2022, 267-271. doi: 10.47392/irjash.2022.067
    • Suresh P; Justin Jayaraj K; Aravintha Prasad VC; Abishek Velavan; Mr Gokulnath. "Deep Learning for Covid-19 Identification: A Comparative Analysis". International Research Journal on Advanced Science Hub, 4, 11, 2022, 272-280. doi: 10.47392/irjash.2022.068
    • Chirag H B; Darshan M; Rakesh M D; Priyanka D S; Manjunath Aradya. "Prediction of Concrete Compressive Strength Using Artificial Neural Network". International Research Journal on Advanced Science Hub, 4, 11, 2022, 281-287. doi: 10.47392/irjash.2022.069
    • Minh Ly Duc; Que Nguyen Kieu Viet. "Analysis Affect Factors of Smart Meter A PLS-SEM Neural Network". International Research Journal on Advanced Science Hub, 4, 12, 2022, 288-301. doi: 10.47392/irjash.2022.071
    • Lely Novia; Muhammad Basri Wello. "Analysis of Interpersonal Skill Learning Outcomes in Business English Students Class". International Research Journal on Advanced Science Hub, 4, 12, 2022, 302-305. doi: 10.47392/irjash.2022.072
    • Ms. Nikita; Sandeep Kumar; Prabhakar Agarwal; Manisha Bharti. "Comparison of multi-class motor imagery classification methods for EEG signals". International Research Journal on Advanced Science Hub, 4, 12, 2022, 306-311. doi: 10.47392/irjash.2022.073
    • Aniket Manash; Ratan Kumar; Rakesh Kumar; Pandey S C; Saurabh Kumar. "Elastic properties of ferrite nanomaterials: A compilation and a review". International Research Journal on Advanced Science Hub, 4, 12, 2022, 312-317. doi: 10.47392/irjash.2022.074
    • Prabin Kumar; Rahul Kumar; Ragul Kumar; Vivek Rai; Aniket Manash. "A Review on coating of steel with nanocomposite for industrial applications". International Research Journal on Advanced Science Hub, 4, 12, 2022, 318-323. doi: 10.47392/irjash.2022.075
    • Twinkle Beniwal; Vidhu K. Mathur. "Cloud Kitchens and its impact on the restaurant industry". International Research Journal on Advanced Science Hub, 4, 12, 2022, 324-335. doi: 10.47392/irjash.2022.076Export Citation 
    • Buttle, F.A. 1998. “Word of Mouth: Understanding and Managing Referral Marketing.” Journal of Strategic Marketing 6, no. 3, pp. 241–254.116
    • Cheng, A. 2011. Men’s Apparel Turns Alpha, http://online.wsj.com/news/articles/SB10001424052970204517204577042132703157156
    • Childers, T.L., and A.R. Rao. 1992. “The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions.” Journal of Consumer Research 19, no. 2, pp. 198–211.
    • Cholachatpinyo, A., I. Padgett, and M. Crocker. 2002. “A Conceptual Model of the Fashion Process.” Journal of Fashion Marketing and Management 6, no.1, pp. 11–23.
    • Christiansen, T., and S.S. Tax. 2000. “Measuring Word of Mouth: The Questions of Who and When?” Journal of Marketing Communications 6, no. 3, pp. 185–199.
    • Coughlan, P., and R. Mashman. 1999. “Once is Not Enough: Repeated Exposure to and Aesthetic Evaluation of an Automobile Design Prototype.” Design Studies 20, no. 6, pp. 553–563.
    • Crisp, R.J., R.C. Hutter, and B. Young. 2009. “When Mere Exposure Leads to Less Liking: The Incremental Threat Effect in Intergroup Contexts.” British Journal of Psychology 100, pp. 133–149.
    • Devnath, A. 2013. Bangladesh Raises Minimum Wage for Garment Workers After Unrest, http://www.bloomberg.com/news/2013-11-13/bangladesh-garment factories-to-stay-shut-amid-worker-protests.html
    • Dubois, P.L., A. Jolibert, and H. Muhlbacher. 2007. Marketing Management, a Value Creation Process.
    • New York, NY: Palgrave Macmillan. Flocker, M. 2003. Metrosexual Guide to Style: A Handbook for the Modern Man. Da Capo Press. Ford, J.D., and E.A. Ellis. 1980. “A Reexamination of Group Influence on Member Brand Preference.” Journal of Marketing Research 17, pp. 125–132.
    • Gereffi, G., and S. Frederick. 2010. The Global Apparel Value Chain, Trade and the Crisis, The World Bank Development Research Group Trade and Integration Team,www.cggc.duke.edu/pdfs/Gereffi_GVCs_in_the_Postcrisis_World_Book.pdf Ghemawat, P., and J.L. Nueno. 2006. “Zara: Fast-Fashion.” HBS Case Study 0-703-497.
    • Global Fashion Industry Statistics. 2012. www.fashionunited.com/global-fashion industry-statistics Grimstad, I., and K.A.S. Mathisen. 2005. “Reading Fashion as Age: Teenage Girls’ and Grown Women’s Accounts of Clothing as Body and Social Status.” Fashion Theory 9, no. 3, pp. 323–342.
    • Grindereng, M.P. 1967. “Fashion Diffusion.” Journal of Home Economics 59, no. 3, pp. 171–174.
    • Heale. 2014. CSR in the Fashion Industry, http://www.allen-york.com/node/526 Herr, P.M., F.R. Kardes, and J. Kim. 1991. “Effects of Word of Mouth and  Product Attribute Information of Persuasion: An Accessibility Diagnosticity References 117 Perspective.” Journal of Consumer Research 17, no. 4, pp. 454–462.
    • Shwetasaibal Samanta Sahoo; Mousime Xalxo; B G Mukunda. "A Study on Tourist Behaviour Towards Sustainable Tourism in Karnataka". International Research Journal on Advanced Science Hub, 2, 5, 2020, 27-33. doi: 10.47392/irjash.2020.28
    • Holman, R.H. 1980. “Clothing as Communication: An Empirical Investigation.” Advances in consumer research 7, no. 1, pp. 372–377.
    • Hoyer, W.D., and S.P. Brown. 1990. “Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product.” Journal of Consumer Research 17, no. 2, pp. 141–148.
    • Hoyt, D., and A. Silverman. 2011. “Crocs (A): Revolutionizing an Industry’s  Supply Chain Model for Competitive Advantage.” Stanford Case Study GS-57.
    • Hyunsook, K., C. Ho Jung, and Y. Namhee. 2013. “The Motivational Drivers of
    • Fast Fashion Avoidance.” Journal of Fashion Marketing and Management 17, no. 2, pp. 243–260.
    • Kapferer, J.N. Laurent, G. 1992. La sensibilité aux marques, Paris Editions d’Organisation. Keller, K.L. 1993. “Conceptualizing, Measuring, and Managing Customer-Based Brand-Equity.” Journal of Marketing 57, pp. 1–22.
    • Kenney, C., Z. Chace, and Q. Bui. 2013. How Garment Workers Decided  104.72 a Month was a Living Wage, http://www.npr.org/blogs/money/2013 /10/02/228195527
    • Le Bon, C., and Merunka. D. 2009. “Product Acclimatization: Toward a New Concept and Theoretical Propositions to Understand Fashion Adoption
    • and Diffusion,” Korean Academy of Marketing Science Proceedings, Korean Academy of Marketing Science/Society for Marketing Advances, Seoul, South Korea.
    • Le Bon, C. 2011. Fashion Equity: A New Concept to Understand and Explain Fashion Products Adoption (Doctoral Dissertation). Aix Marseille University, France. Lazarsfeld, P.F., and E. Katz. 1955. Personal Influence. New York, NY: Free Press.
    • Lerch, M., N. Lauer, T. Bug. 2013. Re-Relocation From Far East—Back To The Origin, https://laboureconomics.wordpress.com/tag/labour/
    • Malhotra, N.K. 1981. “A Scale to Measure Self-Concepts, Person Concepts, and Products Concepts.” Journal of Marketing Research 28, pp. 456–464.
    • Mangold, W.G., F. Miller, and G.R. Brockway. 1999. “Word-of-Mouth Communication in the Service Marketplace.” Journal of Services Marketing 13, no. 1, pp. 73–89.
    • Martinez, E., Y. Polo, and C. Flavian. 1998. “The Acceptance and Diffusion of New Consumer Durables: Differences Between First and Last Adopters.” Journal of Consumer Marketing 15, no. 4, pp. 323–342.
    • Maslow, A. 1943. “A Theory of Human Motivation.” Psychological Review 50,
    • pp. 370–396.118 References Maxham, III J.G. 2001. “Service Recovery’s Influence on Consumer Satisfaction, Positive Word of Mouth, and Purchase Intentions.” Journal of Business Research 54, pp. 11–24.
    • Moon, Y. 2004. “Burberry.” HBS Case Study 9-504-048 Moschis, G.P. 1976. “Social Comparison and Informal Group Influence.” Journal of Marketing Research 13, pp. 237–244.
    • Mulpuru, S. 2013. US Online Retail Sales to Reach $370B by 2017 E191B in Europe, http://www.forbes.com/sites/forrester/2013/03/14/us-online-retailsales-to-reach-370b-by-2017-e191b-in-europe/
    • Murray, J.B. 2002. “The Politics of Consumption, a Re-Inquiry on Thompson and Haytko’s (1997) the Speaking of Fashion.” Journal of Consumer Research 29, no. 3, pp. 427–440.
    • O’Cass, A., and H. McEwen. 2004. “Exploring Consumer Status and Conspicuous Consumption.” Journal of Consumer Behaviour 4, no. 1, pp. 25–39.
    • Park, C.W., D.J. MacInnis, and J. Priester. 2006. “Beyond Attitudes: Attachment
    • and Consumer Behaviour.” Seoul National Journal 12, no. 2, pp. 3–36.
    • Plunkett Research. n.d. http://www.plunkettresearch.com/apparel-textiles-clothing -market-research/industry-trends
    • Polegato, R., and M. Wall. 1980. “Information Seeking by Fashion Opinion Leaders and Followers.” Home Economics Research Journal 8, no. 5, pp. 327–338.
    • Qiu Hkust, L.D. 2005. China’s Textile and Clothing Industry Report, Hong Kong University of Sciences and Technologies, http://s3.amazonaws.com/zanran_ storage/www.bm.ust.hk/ContentPages/18112599.pdf
    • Reynolds, F.D., and W.E. Darden. 1971. “Mutually Adaptive Effects of Interpersonal Communication.” Journal of Marketing Research 8, pp. 449–454.
    • Ricart, J.E., and I. Kordecka. 2009. “Mango, Popularizing Fashion.” IESE Business School Case Study SM-1547-E.
    • Robinson, D.E. 1975. “Style Changes Cyclical, Inexorable, and Foreseeable.”  Harvard Business Review 53, no. 6, pp. 121–131.
    • Simmel, G. 1904. “Fashion.” International Quarterly 10, pp. 130–155.
    • Sirgy, M.J. 1982. “Self-concept in Consumer Behavior: A Critical Review.” Journal of Consumer Research 9, no. 3, pp. 287–299.
    • Sproles, G.B. 1981. “Analyzing Fashion Life Cycles, Principles and Perspectives.”
    • Journal of Marketing 45, no. 4, pp. 116–124.
    • Stafford, J.E. 1966. “Effects of Group Influences on Consumer Brand Preferences.” Journal of Marketing Research 3, pp. 68–75.
    • Studak, C.M., and J.E. Workman. 2004. “Fashion Groups, Gender, and Boredom Proneness.” International Journal of Consumer Studies 28, no. 1, pp. 66–74.
    • Sull, D., and S. Turconi. 2008. “Fast Fashion Lessons.” Business Strategy Review, pp. 5–11. References 119
    • Thomson, M., D.J. MacInnis, and C.W. Park. 2005. “The Ties That Bind: Measuring the Strength Of Consumers’ Emotional Attachments to Brands.” Journal of Consumer Psychology 15, no. 1, pp. 77–91.
    • Tigert, D.J., C.W. King, and L. Ring. 1980. “Fashion Involvement: A Cross Cultural Comparative Analysis.” Advances in Consumer Research 7, no. 1, pp. 17–21.
    • Trigg, A.B. 2001. “Veblen, Bourdieu and Conspicuous Consumption.” Journal of Economics Issues 35, no. 1, pp. 55–71.
    • Tucker, W.T. 1964. “The Development of Brand Loyalty.” Journal of Marketing Research 1, pp. 32–35.
    • Veblen, T. 1899. The Theory of the Leisure Class. New York, NY: McMillan.
    • Venkatesan, M. 1966. “Experimental Study of Consumer Behaviour Conformity and Independence.” Journal of Marketing Research 3, pp. 384–387.
    • Wharton University of Pennsylvania. 2008. Mango’s Fast Growth Fueled by Supply Chain and Focus, http://www.wharton.universia.net/index.cfm?fa=viewfeature&id=1532&language=english

    How to Cite This Article:
    Dr. G P Dinesh, Dr.Divyabharathi . Psychology of Fashion and its influence on Indian Consumers . ijetms;7(2):372-383. DOI: 10.46647/ijetms.2023.v07i02.045

Copyright © 2017-18,IJETMSJOURNAL. All Rights reserved.