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Fashion Psychology Course Structure

This course explores the psychological processes underlying fashion from multiple perspectives. It examines how psychology can be applied to understand behavior in the fashion industry and as consumers. Topics include the relationships between fashion, identity, and self; consumer preferences and needs; the industry's social responsibilities; and how fashion impacts individuals. The goal is to gain insights into these psychological underpinnings in order to better understand our complex engagement with fashion.

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Anshu Singh
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235 views3 pages

Fashion Psychology Course Structure

This course explores the psychological processes underlying fashion from multiple perspectives. It examines how psychology can be applied to understand behavior in the fashion industry and as consumers. Topics include the relationships between fashion, identity, and self; consumer preferences and needs; the industry's social responsibilities; and how fashion impacts individuals. The goal is to gain insights into these psychological underpinnings in order to better understand our complex engagement with fashion.

Uploaded by

Anshu Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Fashion Psychology

Course structure

Week 1: Why psychology matters in fashion

Fashion is a multimillion pound global industry which employs millions worldwide in a


multitude of diverse professions. If we are to understand the behaviour of those working in
the fashion industry, we need to understand the Psychology that underpins their behaviour.
But the Psychology of Fashion is not only about fashion professionals, it is about everyone,
because everyone wears clothes. This week we discuss the importance of applying
psychology in fashion.

Week 2: Fashion, self and identity

Fashion enables us to stand out as unique and yet, simultaneously fit in. Social psychology
explains our need to belong and why we form social groups. Fashion enables us to show
which groups we belong to because it is an outward expression of who we are. Indeed, what
we wear says a great deal about us, but it might not say what we intend. This week we
explore how fashion is part of our identity and how it can influence how we feel about
ourselves and others.

Week 3: Fashion and social responsibility

Although fashion is dynamic, creative and innovative, it is also problematic in terms of social
responsibility. The fashion industry is one of the world’s worst polluters, depleting natural
resourcesm contributing to landfill sites and poisoning rivers. In addition, evidence suggests
that fashion imagery contributes to body dissatisfaction and unhealthy eating. In this session
we consider the issues that need to be addressed by the fashion industry such sustainability
and inclusivity.

Week 4: Fashion consumer psychology

E-commerce has changed the face of fashion retail and competition has never been keener.
The week we look at online and brick-and-mortar retail spaces and discuss the advantages
and disadvantages of each. We explore the latest challenges for fashion retailers and how
they are attempting to create engaging experiences that build brand loyalty.

Week 5: Fashion in the 21st century

This week we recap on the previous weeks using knowledge gained to explore how the
fashion industry is changing in the 21st century. We look at personalisation, customisation
and gamification and wearable tech to imagine the fashion space 50 years from now.
Learning outcomes

At the end of this course you will have gained:

• An understanding of how psychology can be applied in the context of fashion


• Insights into the relationships between fashion, self and identity
• Appreciation of consumer needs and preferences
• Knowledge about how the fashion industry meets its social responsibilities 
• The ability to make fashion work for you

The fashion industry is an important global economy, employing millions


worldwide. People engage with fashion at every level, as designer, retailer,
consumer. If we hope to understand our relationship with fashion, we need to
look to psychology. This course explores the psychological processes that
underpin behaviour in the broad context of fashion. From senation and
perception through self and identity, consumer behaviour and social
responsibility we discuss how fashion can work for us.

Goldsmiths Short Courses was set up in 2015, aimed at bringing back the vibrant
'out of hours' teaching culture of the past. 

Fashion matters! We all wear clothes, yet until recently, the influence of clothing on human
behaviour has been largely neglected by Psychologists. Given the economic importance of
fashion, and its increasing influence socially and psychologically, fashion psychology is
becoming an acknowledged discipline in its own right.

In this course, we will explore the reciprocal relationships between fashion and psychology
using established psychological theories and findings from peer-reviewed journals an
evidence-base. We discuss how psychological theories help explain and predict how we
behave in relation to fashion, considering the complex cognitive processes involved in
consumer behaviour; how our need for self-esteem and social identity are played out through
our clothing; how social media affects the industry and individuals; and how we can make
clothing work for us.

We will also examine the role the fashion industry and fashion consumers can play in
meeting their social responsibilities. Through these sessions we discuss how the fashion
industry and consumers contribute to environmental damage and how we might be able
alleviate this through a better understanding of human behaviour. We will also consider
mental health and wellbeing, and how this can be compromised in particular professions
within the industry. In addition, we will explore patterns of fashion consumption and
cosmetic interventions, and discuss how these can be both beneficial and harmful.

This course explores the psychological processes that underpin behaviour: 

 Discover how psychology can be applied in the context of fashion


 Explore the relationships between fashion, self and identity
 Learn to understand consumer needs and preferences
 Examine how the fashion industry meets its social responsibilities
 Discover how to make fashion work for you

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