Fashion psychology

Role of clothing in physical, social, psychological and cultural scenario
Human behavior and clothing
Clothing and gender differentiation

1. Fashion Psychology
Role of clothing in physical, social, psychological and
cultural scenario
Human behavior and clothing
Clothing and gender differentiation

2. Introduction
Fashion psychology is commonly
defined as the study of the impact of
clothing choices on the way in which
we perceive and judge each other.
However, the term fashion psychology is
a bit misleading, as the field actually
looks well beyond clothing’s impact on
the individual.

3. Cont…
And, its focus transcends clothing to also
consider the impact of many other products
that express self-identity and are
influenced by the same forces that drive
change in the apparel industry, such as
home furnishings, cosmetics, and even
automobiles.

4. Cont…
Fashion psychology is very important to
marketers who need to understand the factors
that make it likely a product will be adopted
by a group of consumers, and who need to
predict how long that product will continue to
stay in fashion.
So, part of fashion psychology focuses on
changes in acceptance over time.

5. For example
A classic is a fashion with an extremely long
acceptance cycle that is adopted by a fairly large
group. In contrast, a fad is a short-lived fashion.
Relatively few people adopt a fad product, but it
can spread quickly.
Adopters may all belong to a common subculture,
and the fad “trickles across” members but rarely
breaks out of that specific group.

6. Role Of Clothing in Physical
Clothing(also known as clothes, apparel and
attire) is a collective term for items worn on the
body.
Some clothingcan be gender-specific.
Physically, clothingserves many purposes: it
can serve as protection from the elements and
can enhance safety during hazardous activities
such as hiking and cooking.

7. Cont…
Clothingperforms a range of socialand cultural
functions, such as individual, occupational and
gender differentiation, and socialstatus.
Clothingmay also functionas a form of
adornment and an expression of personal taste or
style.
Clothingcan be and has in the past been made
from a very wide variety of materials.

8. Cont…
There's fascinating research on how clothing
affects performance.
Not only that but wearing better clothingmakes
other people perceive you as more powerful, too.
Also, in another study, published in Social
Psychologicaland Personality Science,
researchers found a link between creativity and
dressing more formally.

9. Role of clothing in cultural
scenario

10. Clothing as a Communicator of Culture
The spread of one country’s culture on its
temporal side was entirely due to the
country’s tradersand exporters who were
their cultural ambassadors abroad, through the
export of its famous textiles.
Foreign visitors, on their departure, always
carry away with them, the priceless treasure
and cultural clothing.

11. Cont…
As features of a culture change, so do the
clothing styles.
By studying the clothing of different
periods in history you can understand the
customs, beliefs, values, economics,
and technology of that time.

12. Customs
Customs refer to a long-accepted
practice or tradition.
The customs of a nation influences
people’s clothing choices.
For example, the long, white wedding
dress is custom of western countries. In
the east, other colors are worn. seldom
worn.

13. Cont…
Many customs in clothing are disappearing
from our society. One it was the custom for
only males to wear pants. Now it is
accepted for both males and females to
wear pants.
It is used to be the custom for people to
wear hats whenever they went out. Today
hats are seldom worn.

14. Cont…
Designersoften turn to the past (recent or distant)
or folk customs for ideas and themes.
Customs falls into two categories,
1.Historical Custom -Historical custom is the
fashion a certain historical period
2.Folk or Ethnic Custom -Folk or ethnic
custom is the traditional national or regional
dress.

15. Beliefs
Clothing can reflect beliefs of individuals and
groups.
Religious groups often adopt a certain style of
clothing.
Beliefs about magic and luck have been held by
people of many cultures.
Their clothing reflects these beliefs.
For example, some people wear a “lucky hat” to go
finish.

16. Values
Clothing can reflect the values of individuals and groups.
Values are the things which people believe are right and
good.
They are the things which are considered important.
The basic beliefs which you rate highly are your values.
Modesty is the value of many people.
During the past years women would wear low-cut dresses
but would not expose their ankles, it was thought immodest
for the women to show her legs.

17. Cont….
The American colonists valued hard work and
practicality by wearing clothing that was plain and
sturdy.
There are people today who value practicality.
The seek clothing that is comfortable, easy to, care for,
and long-lasting. Others value appearance.
They wear clothing that is of the latest fashion.
They may sacrifice comfort and practicality in order to
be in style.

18. Economics
The term economics relates the way people
produce, distribute and use goods and services.
People were once limited to the clothes the family
or individual could produce if there was a good
wearer in the family had good clothes.
Then people began to barter (trade) goods and
skills one else’s goods and skills.

19. Cont…
Someone who was good at farming might trade
some wheat for cloth made by a skilled wearer.
Thus a change in economics led to a change in
clothing choice.
The economy of a culture also affects clothing
style.

20. Technology
The way a society uses its resources to produce
things is referred to as technology.
The industrial revolution brought many
changes in technology.
With the industrial revolution came as a new
middle-class people who had made their
fortunes in the business world.

21. Cont…
They wanted to appear dependable and serious-
minded.
They rejected the frills of upper-class clothing
and chose what the standard business suit became.
As more women entered the workforce they
looked for clothing that was comfortable and
practical.

22. Psychology of Clothing: Human
Behavior

23. Fashion as a form of discovery for
humans
Every time we try on a new piece of
garment, we discover a new aspect of our
personality.
For example, when we try on our clothing we
will naturally look into the mirror to
discover how we have changed and what I
suddenly discovered about myself; lookmore
masculine on a black tight fitting t-shirt.

24. Fashion as life
Our life curve starts going down from the day we
are born, wearing something new and pleasant to
our eye is an antidote against this and we feel
renew at least on the outside.
Some peasant woman in the old world starts
feeling old at the aging of thirty or forty, but
woman in this era uses fashion and make-up to
dress themselves to look colorful and youthful
even at the age of seventy.

25. Cont…
The fact is that they do not only look good on the
outside, they also look good on the inside, they feel
theircells rejuvenated and makes them feel younger.
Nowadays we renew our wardrobe at best at the
beginning of a season; but soon, we will be thinking of
changing our clothes several times a day, to dress
according to mood, no longer will we be contented to be
wearing the same clothes throughout the day.

26. Clothing and gender
differentiation

27. Clothing Culture
In most cultures, gender differentiation of clothing is
considered appropriate.
The differences are in styles, colors, and fabrics.
In Western societies,skirts,dressesandhigh-heeled
shoesare usually seen as women's clothing,
whilenecktiesare usually seen as men's clothing.
Trouserswere once seen as exclusively male clothing,
but can nowadays be worn by both genders.

28. Cont…
Male clothes are often more practical (that is, they can
function well under a wide variety of situations), but a
wider range of clothing styles are available for females.
Males are typically allowed tobare their chestsin a
greater variety of public places.
It is generally acceptable for a woman to wear clothing
perceived as masculine, while the opposite is seen as
unusual.

29. Cont…
Islamrequires women to wear more modest forms of attire,
usuallyhijab.
What qualifies as "modest" varies in different Muslim
societies.
However, women are usually required to cover more of their
bodies than men are.
Articles of clothing Muslim women wear for modesty range
from thehead-scarfto theburqa.

30. Cont…
Men may sometimes choose to wearmen's
skirtssuch astogasorkiltsin particular
cultures, especially on ceremonial occasions.
Such garments were (in previous times)
often worn as normal daily clothing by men.

31. Cont…
Clothing designed to be worn by either sex
is calledunisex clothing. Unisex clothes,
such as T-shirts, tend to be cut straighter to
fit a wider variety of bodies.
The majority of unisex clothing styles have
started out as menswear

32. Thank You