Introduction
Boredom and Curiosity
Reaction to Convention
Companionship and Self Assurance

Psychological factors also have a significant impact on fashion demand and spending. These are Boredom, Curiosity, Reaction to Convention, Need for Self Assurance, and Desire for Companionship. These closely align with Maslow's pyramid of need, which you may have learned about if you’ve taken any psychology courses.

According to this theory, all people have needs that must be satisfied, starting with the most basic psychological needs for food, shelter, and safety. Humans then move through the other stages as needs are fulfilled. Clothing helps us satisfy basic needs as well as higher-order needs like Esteem and Belonging and has a major effect on fashion spending. Let's take a closer look.

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Boredom and Curiosity

Consumers want novelty, demand for something new and exciting to replace drab, and old often drives development and purchasing of fashion. The rise of fast fashion, the wear it fast and discard it just as quickly, hinges on this factor.

Curiosity - humans are innately curious and this leads to experimentation and trying new things, which keeps fashion alive.

Judith Leiber captures the whimsy and curiosity that we love about fashion.

Her whimsical and expensive bags are carried by movie stars in the shapes of ice cream cones, champagne glasses, and french fries. The juxtaposition of simple shapes and ideas and ultra-luxe presentation piques our curiosity and we fall in love with the fun accessory.

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Reaction to Convention

50's girls wearing jeans and 80's punk youths wearing leather

People are either conforming or rebelling against convention. The “Boomer” generation was the first to buck fashion convention through the influence of media, by adapting denim as everyday wear.

Rebellion is the abode of the young and brings with it fashion movements like the Hippies of the 1960s and the Punk Style of the 1980s. The rise of Modest Fashion, which we’ll discuss in a later chapter is a unique way to confirm to convention while remaining fashionable.

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Companionship and Self Assurance

fashionable woman

Self Assurance - Fashion is used to feed our need for self-assurance and status. The need to overcome feelings of inferiority are the impetus for fashion demand. Crossed GG on a Gucci belt or LV's on one's bag signal status and fulfill this need.


	The Desire for Companionship - The need for companionship is fundamental to humans. One's fashion armor can serve as a signal to others that you are all part of the same group and belong. Teens tend to dress similarly to their peer groups to signal inclusion. Uniforms have long served this role.

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