Factors that influence consumers behaviour the most within the fashion industry

Multiple and diverse factors impact consumer behaviour within the dynamic fashion industry. The common denominator is that these factors influence the consumer’s decision to buy and wear a specific item. Find out below as we unpack the influential factors and the psychology behind consumer behaviour within the fashion industry.

Advertisements

Traditional and digital advertisements are influential factors that determine consumer behavior. Advertisements play a key role in helping individuals make informed choices when they for instance seek to buy  new pair of jeans such as stacked Denim Streetwear. Ads are designed to incorporate the following components:

• Specific product selling points
• Emotional appeal that links the product to something desirable
• Social popularity of a specific item

Social media 

Social media platforms have become integral features of our daily lives. Social media also serves as a vast digital marketplace that influences consumer behaviour. Social media offers distinct advantages:

• Enables businesses to focus on specific demographic client segments
• Exposes users to a vast range of fashion items that they might not have been
• Empowers more personalized consumer patterns
• Enables users to exchange valuable product experiences

Influencers

Social media is frequently paired with influencers. They are individuals who have the ability to influence consumer behaviour. They are typically celebrities or individuals with specific skills and knowledge.

Influencers usually have large a large number of followers online. Influencers have a particularly strong impact on young consumers. Online polls indicate that a solid majority of customers are more likely to buy an item that was recommended by an influencer or a personal acquaintance.

Trends

Various trends play an important role in shaping and impacting consumer behavior in the fashion industry. It is important to bear in mind that these trends change over time. Current influential trends include the following:

• Diversity and inclusivity – this trend has prompted the fashion industry to incorporate individuals with various body types, age, skin color, sexual orientation and ethnicity.
• Interactive and augmented experiences – the rise of artificial intelligence (AI) and augmented reality (AR) offers unparallelled and tailored consumer experiences
• Virtual assistant and virtual showrooms – designed to help consumers make informed purchase decisions
• Personalization – focus on personalized fashion experiences 
• Sustainability – influences consumption that combines fashion with environmental sustainability

How these factors influence brands

Long-term business success requires brands to stay updated and ahead of the abovementioned factors and trends. The rise of social media has pushed fashion businesses to shift towards digital advertisements. Brands also need to develop and maintain relations with popular influencers that impact patterns of consumer behavior.

Fashion brands also need to ensure that their product offers are in tune with current trends such as diversity, personalization and interactive digital experiences.

Tapping into Consumer behavior 

Abovementioned factors all influence consumer behavior. However, there are also deeper psychological factors that impact individuals to purchase specific fashion items.

Self-expression is a fundamental human need. Individuals are more likely to purchase items that strengthen their specific identity and enhance their self-expression. People usually buy clothes that visually display their personality and fundamental values.

Humans also have a deep need to feel good about themselves. New fashion items can enhance a person’s overall self-esteem. In addition, fashion interested individuals often enjoy the shopping experience as a good distraction from daily life chores.

Social acceptance is another crucial human need that drives consumer behavior patterns. Most humans seek social acceptance within specific groups. Fashion items have become important markers for belonging to specific social and cultural groups.

Fashion brands need to be aware of these factors when designing and marketing their products and services.

Conclusion 

Consumer behavior in the fashion industry is influenced by factors like advertisements and the rise of social media. Influencers have also emerged as crucial factors that impact fashion consumer patterns. Trends like diversity, AI, personalization and sustainability are other factors that influence consumer behavior. In addition, consumers are also driven by the need for social acceptance and self-expression. Brands need to stay ahead and adapt to these factors.