Fashion Psychology module for the students of Post Graduate in Fashion Design and Business Management is imperative to understand the impact on consumer mindset inorder to curate an effective marketing strategy. The study of psychology plays an important role to determine the various factors that influence its market value by forecasting its longevity and focus on changes in acceptance over time.

The module helped us understand human behaviour in the context of fashion and also the importance of consumer behaviour, on What they buy? How they buy? and Why they buy a particular product? This can differ from a personal decision to you inculcating an idea in them to buy something through various learning.

As students of Post Graduate in Fashion Design and Business Management, the module on fashion psychology throws light on various internal factors and external factors that influence consumers. These in turn affect their decision making and how you can change it if you really understand the market or a particular target group.

As part of an activity for our fashion psychology module we were assigned to work on an Advertisement for a product based on one of the aforementioned key elements. How we as marketers should understand a problem and come up with a solution and pursue a consumer into buying the product.

Keeping the current situation in mind where everyone is either working or attending online classes at home, we did a little research on home décor brands and their major selling product for them during these times. Just like us we found that a majority of them invested in a table or chair during our time at home during this period.

The story for our advertisement revolved around the concept of work from home through the characters of two sisters. The advertisement shows one sister working at home and after sometime facing a lot of discomfort. On observing this the other sister advises her to try a chair that allows to continue sitting for longer hours with comfort by underlining its benefits. It was especially beneficial during these times wherein a major chunk of the workforce is working from the confines of their homes. The chair in our story included a flexible back, an adjustable pillow made with natural material which contributed towards allowing the user sit through long hours without any form of discomfort. This not only showcases the product but also talks about the brand and its services. We used Adobe Illustrator for the illustration and natural readers website for voice-overs and compiled all of them in Premiere Pro.

This activity for our module on Fashion Psychology which is a part of our program Post Graduate Diploma in Fashion Design and Business Management taught us the importance of finding a problem and come up with a solution. It was a need based product that aligns with the situation and plays on the consumers mind. Whether at office or at home, we look for something that provides us comfort. This is where the consumer behaviour and market research play a major role in determining what will sell and what won’t. It was a great learning experience and practical activities help to understand the subject matter better.

By: Veena V

Pooja H

PGDFDBMJULY’19