Consumer Psychology in Fashion2018-07-10T11:05:56+00:00


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.

In this course we examine the psychological processes underpinning the behaviour of fashion consumers, explore the changing face of fashion consumer behaviour in the 21st century, discuss the role of demographics and psychographics, and explore tools that can be used to segment and target the market.

Join me on 3rd November in London, venue to be confirmed, to explore the exciting world of consumer psychology specifically in fashion.


This course will be of interest to anyone interested in the psychological processes involved in fashion consumer behaviour. No previous knowledge is required. This course will run 3rd November 2018. Places will be limited so please get in touch to express your interest in advance or if you have any questions. Concessionary fees will be available for full-time students, retired, and people in receipt of jobseekers allowance or income support. 

Are you also attending the Introduction to Psychology for Fashion course on 15th September (or did you attend in April)? If so, contact me to find out how you can receive 15% discount on your next course. 

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

Indicative content…

Psychology behind fashion consumer behaviour

Learn how consumers make decisions and how inherent biases influence these.

Fashion consumption in the 21st century

Investigate fashion consumer expectations now and in the future.

Segmenting the market

Explore how demographics and psychographics can be used to segment fashion consumers.

Targeting the market

Discover a range of tools that can be used to help you target the right market for your business.