How does the UK see No-show socks? The MSc Psychology of Fashion students investigate

Bridging psychology and industry

This year, students from the MSc Psychology of Fashion course were provided the opportunity to work alongside ONDO, an industry partner specialising in no-show, anti-slip socks. This project marked the first collaboration between London College of Fashion and ONDO, allowing students to apply the research and analytical skills cultivated over the duration of the course to real-world situations.

Understanding the psychology of fashion, the ‘why’ of what one chooses to wear, buy, and adorn their body with, has proven to be a hot topic, particularly in the fashion landscape of today. Conversations surrounding the importance of how one’s clothing makes them feel, and how it contributes to their identity or day-to-day life have emerged, encouraging greater introspection on one’s consumption habits.

Investigating the UK market

Headquartered in the US, ONDO is a sustainable and ethical brand with a focus on innovative, quality apparel. Beyond sustainability, ONDO’s practice has been built on developing products that enhance their consumers’ lives, including their star product, the Cotton No-Show Socks, designed to stay secure throughout the day.

Looking to introduce their no-show sock line into the UK market, ONDO approached the MSc Psychology of Fashion students earlier this year and posed the question: What is the UK market’s perception of no-show socks?

From research to insight

The collaboration emerged as part of the MSc Psychology of Fashion’s Data Analysis and Behavioural Research module, which saw students conducting both individual qualitative research and quantitative research on the topic; ultimately allowing for a comprehensive understanding of the UK market’s fashion consumption habits, as well as more in-depth analyses that provided context for purchase behaviour.

Alongside the questions set by ONDO, students utilised this opportunity to learn about the current gaps in the UK sock market and conduct further research on additional factors and triggers that influence the consumer behaviour of various demographics within the UK.

Presenting solutions to industry

Having compiled data collected through a combination of one-on-one interviews and surveys, students presented their findings to Daniel Shim, CEO and Founder of ONDO, as well as ONDO’s analytics and marketing team, converting raw data into business insights and practical solutions that could be implemented by ONDO during their UK launch.

Suggestions ranged from messaging ideas for marketing campaigns to product-related solutions that aligned with ONDO’s brand identity and, crucially, the interests of their target consumer base. While students were no strangers to drafting lab reports and papers detailing their research, this collaboration served as an important experience in learning how to further utilise their findings in business contexts, as well as pitching their ideas to industry partners.

Dr Young-Jin Hur, Course Leader of MSc Psychology of Fashion, shared the following on the collaboration:

“The fashion industry is changing rapidly, and it is crucial that educational institutions and the fashion industry work together to keep pace with emerging trends and developments. Through the MSc Psychology of Fashion's in-curriculum consultancy projects, students learn about the latest industry trends, gain professional experience and employability skills through collaboration with industry partners, and develop their ability to apply psychological knowledge and methods in real-world contexts.

In return, industry partners gain insights into the current fashion landscape through psychological research, data collection, and creative evidence-based solutions to ongoing business challenges. In this regard, we strive to connect the three pillars of education, research, and society through partnerships between academia and industry.”

Preparing students for future careers

The MSc Psychology of Fashion course not only enables students to analyse fashion from an empirical perspective, as demonstrated through this collaborative project, but also encourages them to question what additional factors may be at play several stages before a consumer hits the ‘purchase’ button.

As students gear up for their next phase of life and foray into the professional landscape, opportunities such as this industry collaboration provide firsthand insight into the fashion sector while building confidence in presenting ideas and recommendations to prospective clients and employers.

Story written by Lissa Spenninger, current MSc Psychology of Fashion student

• Find out more about MSc Psychology of Fashion
• Read more LCF Stories