fashion psychology training

Behavioural Psychology

Understand how Psychology can enhance your business

Businesses are by and for people. Psychology brings value when supporting decision-making and problem-solving with the C-Suite, staff or customers. Professor Carolyn Mair PhD is a cognitive psychologist with expertise in brain processes. She has worked extensively with global and local companies across groups and services from human resources to diversity and inclusion, social and environmental sustainability and customer insights.

fashion research

Research and insights

Understand your customers and build brand loyalty

Explore the underlying psychological behaviours driving your customers and discover how to increase brand loyalty using rigorous scientific methods. Whether you’re considering an in-depth investigation, a survey, or extracting insights from existing data, Carolyn Mair Consulting Ltd. provides a complete service. Find out more and discuss here.

fashion consultant


Time to think about thinking: develop your meta-cognition

Meta-cognition is thinking about thinking. Although we may take thinking for granted, it is a complex cognitive task which is influenced by many factors and influences many more. Carolyn Mair Consulting Ltd. offers training in thinking about thinking, from critical thinking, through creative thinking and problem solving, to strategies for reducing bias.

Get in touch to find out how we can work with you to give your company the cutting edge.

Customer insights

It’s difficult, but necessary to know what customers want

How can brands stay ahead in complex, dynamic environments where consumers are increasingly more knowledgeable and more demanding? Carolyn Mair Consulting Ltd. can solve your insights needs from designing studies, collecting and analysing data, and interpreting the findings to deliver actionable outcomes.

Find out how we can work together to deliver the solutions that your business needs.

Career coaching

Are you where you want to be?

Making the right moves to get the job you want is in sight.

Career coaching can help whether you are seeking a change within your current organisation, preparing for a promotion or a complete career change.

Find out how Carolyn Mair Consulting Ltd. can help you to stand out from the competition at work, have confidence in your ability to succeed and find a work-life balance with bespoke career coaching.

Public speaking

Need to engage and persuade?

Professor Carolyn Mair PhD is an accomplished public speaker having given keynote addresses and invited talks for business, industry, academia and the public. She has spoken on matters relating to human behaviour across the fashion industry including self-identity, sustainability, inclusion and diversity, mental health and well-being, and consumer insights and engagement.

Get in touch to find out how Carolyn can engage and persuade your audience.

Short courses

Due to unprecidented demand for consultancy, no SHORT COURSES are currently being run.



Carolyn Mair Consulting Ltd. offers unique short courses and workshops for everyone interested in understanding human behaviour, particularly in the context of fashion. Applying psychological expertise to explore the interrelationships between psychology and fashion. The short-courses, bespoke training, Masterclasses, seminars and workshops are designed according to demand. Get in touch to find out more.


Carolyn Mair Consulting Ltd.’s happy clients include H&M Group, TK Maxx UK, TK_Maxx_IE, IKEA, Hackett, Gap, Urban Outfitters, Matalan, P&G, Unilever, JustSo London, Clique Media Group, as well as several national and international PR companies and Higher Education providers in the UK and overseas.

The founder, Professor Carolyn Mair PhD CPsychol is also frequently featured in the press, TV and radio, and in online media in the UK and internationally.

Catch Carolyn on BBC Radio 4’s Moral Maze discussing the morality of fashion.

Listen to the American Psychology Association podcast: Speaking of Psychology with Carolyn.

Her interview with Alexa Chung for the Vogue series, The Future of Fashion, has more than 350,000 hits.

“We worked with Carolyn on a campaign for our clients, a leading fashion brand. Her expertise and professionalism were outstanding. She delivered beyond our expectations to the delight of our clients. It was a pleasure working with Carolyn and we warmly recommend her work to you.”

Steve Smith, Account Director, Just So London

“Dr Carolyn Mair brings psychology to life through her skill of simplifying complex science into everyday language. She is responsible for my confidence to speak and research in this new discipline of applied psychology and I feel very grateful to have studied under her. As an activist and commentator in fashion for 35 years, I can now add academic rigour and scientific thinking to my address. As a result I believe I am a more effective professional.”

Professor Caryn Franklin MBE MSc MBPsS, Franklin on Fashion

“Many psychologists wouldn’t credit fashion as a topic worthy of their comment, but Carolyn has completely flipped that idea on its head and proven otherwise. Thanks to her outlook, knowledge and keen eye, she has become a trusted source for me as a fashion journalist over the years.”

“Carolyn gives a new and inspiring perspective on fashion, with new vocabulary and unique expertise. As a brand specialist and community marketer, she challenges and strengthens my mind about fashion, the current industry setup and human behaviour in general. Carolyn brings an impressive and accessible meaning to behaviour in the fashion industry. She is giving the industry back its genuine personality and individuality at a time it needs it most.”

Janne Baetsen, Mind Fashion

“It was very interesting to interview Carolyn Mair for the Spanish Vanity Fair website, because she has a very deep knowledge about an issue that has not been widely discussed in the fashion industry, and that today seems specially relevant”.

“It was an incredible experience having Carolyn as a teacher during the short course on Psychology in Fashion. She was emphatic, supportive, helpful, positive and passionate about her innovative studies. In addition, she delivered right to the point solutions for our diverse projects, regarding how we can translate the knowledge of human behaviour and the psychological insights within the fashion industry, into creative ideas that can contribute to the betterment of everyone.”

“I love learning more about psychology from the great Carolyn. She is very passionate about the subject and I really loved it. I have been observing and analyzing myself with what she taught us in the course, it’s been really interesting and can’t wait to learn more about psychology of fashion. It would be great to take another course with her in the future.”

It has been an absolute pleasure to join your course and learn about Consumer Psychology in Fashion. I wanted to personally thank you for the course and a great learning experience!”

Rosa, Freelance Occupational Psychologist

We can help you in any project