Fashion consumer psychology: how and why we buy fashion

Next COURSE2018-09-18T09:57:44+00:00

   Fashion consumer psychology: how and why we buy fashion

   1-day course  

   10am – 4:30pm  

   Saturday, 3rd November 2018  

   Central London (venue to be confirmed) 

Fashion consumer behaviour is complex and fascinating

Consumer psychology is the scientific study of the influence of thoughts, beliefs, feelings and perceptions on consumer behaviour (selecting, purchasing, using and disposing of products, services, ideas or experiences) to satisfy needs and desires, at individual, group, organisation or community level.

Fashion consumer behaviour is particularly interesting as what we wear is an outward representation of our self-expression.

In this one-day course we examine the psychological processes underpinning fashion consumption in the 21st century. We explore the challenges facing retailers in complex and uncertain environments, and discuss how the application of tools and insights can address these and help retailers meet consumer expectations. 



Who is this course for?

This course will be of interest to anyone interested in the psychological processes involved in fashion consumer behaviour and no previous knowledge of psychology is required. Places will be limited so please book early. 

Concessionary fees will be available for full-time students, unwaged, retired and people in receipt of jobseekers allowance or income support. If you have previously attended a course you’re able to get a discount off future bookings. Join me on 3rd November in central London (venue to be confirmed) to explore the intriguing world of fashion consumer psychology.

Please note, the organiser reserves the right to reschedule if fewer than 4 delegates register.

Recommended reading: The Psychology of Fashion (Chapter 5, Fashion Consumption).


Indicative content…

Understanding why and how we buy fashion

Learn how and why fashion consumers are motivated to buy. 

Consuming fashion in the 21st century

Examine the challenges facing fashion retailers and how these can be overcome

Segmenting and targeting fashion consumers

Using tools to deliver the right products to right customers at the right time

Delegate feedback from previous courses

I would love to thank Carolyn again for this wonderful experience. It was my first talk ever, but it definitely won’t be last – hoping that the ones following will be as enlightening and joyful as the first. The content of the talk was a great mix of cognitive psychology with social and developmental as well as individual differences. And each category of psychology was always nicely connected to their relevance to fashion.” Zoe, Student.

“Thank you again for a marvellous course; informative  and very enjoyable!” 

“Many thanks Carolyn for a fantastic Saturday session.  I really enjoyed this course and please do keep me on the mailing list for an upcoming courses.”

“Thank you very much for such an interesting and enjoyable day yesterday. I enjoyed it very much.”