Just like food and shelter, clothing is a necessity in everyday life. Statistics show that Americans spend an average of 81 dollars daily on clothing alone. As the saying goes, “You can tell a lot about a man by the shoes he wears.” So the question often comes up do we shop for personal preference or is it a psychological factor?
According to a featured Forbes article with clinical psychologist, Dr. Jennifer Baumgarther, the things you shop for is often stemmed from internal motivations such as emotions, experiences, and culture. Baumgarther also mentions that clothing not only sends a message to others, but also to yourself so dress how you want to feel.
The International Journal of Consumer Studies concluded that consumers of an adolescent’s age are big on brand sensitivity when shopping. The factors that often determine the influence of adolescent age are: peers, parents, and social media. These influences are not the same for college-aged consumers who have most of the purchasing power in the economy.
“I like pairing simple silhouettes and prints together to see how well they work together,” says 22 year old, Ashanti Turner.
The Journal of Business research describes influences of the college-aged consumer as a drive to relate to their socialization, uncertainty reduction, reactance, self-discrepancy, and feelings of accomplishment.
“As a recent graduate I think my style has changed a lot,” says 23 year old Jasmine Ivey, “My style is more sophisticated and youthful, not to dressy, but not to serious.”
Whether your style is simple, classy, glam, or urban it is a example of you. So what does your clothing say about you?