Fashion consumer psychology 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.
How we shop for fashion is a particularly interesting segment of consumer psychology. What we wear is an outward representation of our self-expression in everyday life. It matters!
In this one-day course we examine the psychological processes underpinning the attraction of fashion shopping and how these are involved when we consume fashion 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 challenges to support retailers in their quest to meet consumer expectations.
Is this course for me?
This course will be of interest to everyone interested in the psychological processes involved in how and why we shop for fashion, how this is changing in the 21st century and we can segment the market using tools and insights to target specific consumers for specific fashion genres, services and products. Places are limited so please book early.
Concessionary fees are available for full-time students, unwaged, retired and people in receipt of jobseekers allowance or income support. Discounts are also avilable for previous attendees and multiple bookings. Details of the concessions will be available on Eventbrite soon. In the meantime, if you have a query, please feel free to contact me if you have questions about this. Attendees receive a Certificate of Attendance and first time attendees also receive a free signed copy of The Psychology of Fashion.
Please note, the organiser reserves the right to reschedule if fewer than 4 delegates register.