Written by Zachary O’Dell @zacharyjodell

Graphic by Desiree Daos @desiree.esther

We pick an outfit—brown Nike shirt, blue Levi jeans, and white Converse. We stand in front of our closet rifling through our wardrobe, scouring our shoes, digging through our bottomless chest of jewelry. Fashion psychology studies the impact of clothing choices and the way individuals perceive those choices by judgment and preference. What intrigues you to wear that brown Nike shirt? A true focus on influences driving your personal perspective, clothes aligning with your aesthetic, and mood-based decision-making all play a part in the psychology behind fashion. Beneath all of this lies the world of marketing. Here’s an aspect you might not be aware of –– marketing tones in fashion psychology. Marketers select their target market, and they capitalize on visuals centering around their chosen target. Your mind works in mysterious ways, but somehow the marketing world is always a step ahead.

Understanding the way consumers think, how they portray products, and how they process information are all touchstones of psychology in marketing. One tool marketers use to get inside consumers’ minds is social proof theory. Social proof theory is rooted in the natural human desire to belong to a social group in order to maintain self-image. This theory branches off into “trend followers.” Being a trend follower means conforming to trends circulating through different social groups—you see the popularity of blue Levi jeans and you can’t help but go out and grab a pair. Marketers capitalize on trends and the social proof theory, targeting consumers trying to fit in with the environment around them, inspiring shoppers with media content, building trust through ratings and reviews, and creating a sense of urgency with product popularity. The social norm and the desire for acceptance can and will illustrate the garments found in your closet. Every aesthetic, clothing category, and season will always have some sort of trend at its center. Within that trend, comes the marketing.

Another essential principle marketers use to grasp their target is priming. Have you ever played a game where one person says a word, and then the other person immediately responds with the first thing that comes to their mind? That’s exactly how priming works. Being exposed to one particular stimulus affects how you respond. Using priming techniques helps consumers remember key information about products, influencing buying behaviors. In a study by Naomi Mandel and Eric J. Johnson, manipulation takes action in background designs on a webpage. Attempting to find out if using this effect would influence product choices, participants were asked to choose between products with different backgrounds. One product had a green background with pennies on it, leading consumers to look at the price longer than other products. Another had a comfort-sensible background incorporating different fabrics and warm tones, leading to consumers looking at the comfort features of the product. Priming your target market and stimulating their mood influences the products they consume.

The color, comfort, fit, and style of our clothing can directly affect our confidence levels. More than 96% of people report a change in their emotional state with a change in their style of dressing. Marketers provide a safe haven for consumers. From visual presentation to inclusivity, any emotion an individual is encountering is met with a style of dress. Whether you’re self-soothing with loungewear, a going-out top, or comfortable walking shoes, marketers know how to comfort you through a change.

You wore a brown Nike shirt, blue Levi jeans, and white Converse. Now answer the question, why? Was it a marketer capitalizing off of your desire to belong, did they influence your buying behavior, or was it visually presented in alignment with your mood? Take a deep thorough look at your wardrobe, shoes, and jewelry. What part of you was stimulated enough to purchase that product?