The psychology of fashion and how it impacts consumer behavior ft. Shakaila Forbes-Bell, Founder of Fashion is Psychology
Ever wonder why dressing in certain colors boosts your mood? Or why do we seem to step into a time warp every year with trends from past decades on the runways? Well fashion brands are actually applying psychological theories and principles to encourage consumer spending.
Despite the pandemic’s impact on retailers last year, the global fashion industry is projected to hit $2.25 trillion by 2025, according to Statista. With demand for apparel only getting stronger, understanding the psychology of fashion can ensure brands remain relevant to their consumer base.
To understand the connection between clothing and perception, we’re joined by Fashion Psychologist Shakaila Forbes-Bell, who shares her expertise on the psychology behind our fashion choices and how it can inform future trends especially as retailers and brands navigate the post-pandemic era. Besides founding Fashion is Psychology, a platform dedicated to making academic research into fashion psychology more accessible, Shakaila has also worked with global retail brands including Next, Sainsbury’s and AfterPay.
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