Fashion is something that hits us in the eye every time we go out into the streets. We encounter people in outfits of different styles and shades – neon, neutrals, pastels, and more which make them stand out. If we consider the word ‘fashion’ in a simple sense, we might say that it means the clothes/dress people wear. We say things like, "What a beautiful dress," or “Where did you find those gorgeous pair of shoes”, if we find some things attractive in the context of contemporary taste. Yet, when we begin to analyze the deeper meaning of the term, we realize that it is not so simple. Quite surprisingly, when such dresses or shoes go out of fashion, or lack uniqueness, we might find them distasteful or even hideous. This is why fashion psychology is very important for the producers of fashion as it helps them understand the factors that will make their product adopted by a group of consumers and also calculate its shelf life along with many other behavioral factors.
People express many of their subjective and social sentiments by the clothes they wear.
The line from Shakespeare’s play Hamlet, ‘The apparel oft proclaims the man’, is quite apt here as it means that people form judgments about others based upon the clothes they wear. But have you ever wondered about questions like where your clothes come from, who makes them, what kind of materials are used in the making, and whether they impact our environment or not? How can fashion psychology help to understand the manipulation of retail environments on consumer behavior? Explore some of these pertinent questions that affect our lives every day in this module.