Consumer psychology is the scientific study of the influence of thoughts, beliefs, feelings and perceptions on consumer behaviour at individual, group, organisation or community level. It is concerned with understanding the processes involved in selecting, purchasing, using or disposing of products, services, ideas or experiences to satisfy needs and desires. This fashion course will introduce you to the consumer psychology of fashion and how it relates to the wider fashion industry.
The course will appeal to professionals and students across the fashion industries and will provide you with a knowledge of consumer psychology in the world of fashion.
You will explore the links between psychology and fashion and explore the underlying psychological processes involved in fashion consumption to learn how to better predict consumer behaviour. You can then use these concepts to further develop your own business/practice now or in the future.
The course includes:
- Introduction to consumer psychology
- Fashion psychology
- Fashion as consumption
- Consumers in the marketplace
- Consumers as decision makers
- Fashion and the environment
- Consumers, culture and subcultures
- Understanding and predicting consumer behaviour to make a positive difference
Feedback from students:
"I am a personal stylist, and I advise and go shopping with my clients, therefore I was curious to know what consumers really want. I would highly recommend this course to everyone working in fashion or retail, who is interested in psychology and who wants a better understanding of what their customers are looking for. This knowledge is crucial for every business or person providing a service." – Ursula, Switzerland
All levels. You should have an interest in the subject area and a desire to learn but no previous experience is required.
Please note: This course is for students aged 18 and older.
Booking:Your course place is confirmed once you have booked online or via the phone using a credit or debit card. There is no deadline for booking. Places are offered on a first come, first served basis, and all courses have a maximum number of students. We suggest you book early to avoid disappointment.
Kate Nightingale is a consumer and fashion psychologist and the founder of Style Psychology Ltd, which advises global fashion brands on how to apply insights into human behaviour to improve business performance. Kate and her associates have advised brands like Harvey Nichols, House of Fraser, Desigual, rpa:group, and Water Babies both in the UK and internationally.
Kate is also a lecturer in consumer psychology, consumer behaviour and customer experience at Regent’s University, Instituto Marangoni and London College of Fashion. She speaks at numerous industry conferences and is often approached by press appearing on Sky News, BBC News and Channel 4 News amongst others.
In order to fully participate in the practical exercises please bring the following materials/equipment to the first class: