Fashion psychology is making waves and becoming increasingly important.
Since I established the first university courses to apply Psychology in the context of Fashion in 2012 at the University of the Arts London, there has been an exponential rise in interest from around the globe. This coincides with what may well a watershed year for the fashion industry. 2018 brought the demise of many familiar fashion brands, some of which had been in existence for decades, and 2019 promises to be even more testing for the industry.
What are the reasons behind this trend?
Unsustainable rent and rates for fashion premises, increasing competition for brick-and-mortar stores , greater demands for the ultimate shopping experience from consumers. Retailers and brands that acknowledge, and welcome, consumers as active participants, rather than passive receivers of fashion are better equipped to ride the retail storms ahead.
How can Fashion Psychology help?
Fashion and Psychology are inextricably connected. As @ StellaMcCartney stated, “Fashion is Psychology”. Fashion is our 2nd skin; it influences us and those we interact with in many complex ways. To gain an understanding of the relationship between what we wear, our psychological self and our identity, we need to look to psychology, the scientific study of behaviour. Psychology goes beyond intuition and basing assumptions on personal preferences, attitudes and beliefs, to bring generalisable findings that can be applied to make realistic predictions and change behaviour.
Fashion Psychology also known as Psychology for Fashion looks at the wearer as well as the worn. It considers the many reciprocal relationships among self, identity and mental health. If you are motivated by understanding what makes people tick, join me for a half-day course on 20th February in London when we will consider the influence of fashion on our self, our identity and how psychology can help fashion work well for us.