Fashion Branding Psychology: 3 Concepts in Consumer Behaviour

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There is something so hypnotic and instinctual about the brands we chose to wear and express ourselves through. Wearing certain labels brings pride. These three concepts explore our brand choices based on how we feel, how we see ourselves, and our relationships with the people around us.

 

  1. Emotional Decision Making

Brands take clothes beyond their practical use as they play with our emotions, natural human drivers. This is a massive pool of academic study in this area.

A study by SMITH, an experiential commerce agency, identify eight emotional states that influence purchase decisions and illustrates the influence of emotional decision making perfectly in choosing fashion that goes beyond the practical realm. Some relevant shopping modes from the study that are useful to consider in fashion are outlined here.
States occurring most frequently include seeking validation (20%), which emphasises the opinions of others. So, for example, a brand with excellent social media conversation and a reputable status in the eyes of a consumers peers would be satisfactory to this target group and influence consumer behaviour.
A slightly less popular state was that of “I’m Special” group – an audience that craves exceptional shopping experience to. This also appeals to the exclusivity of some labels, be it made more exclusive by celebrity endorsement etc.
Lesser surveyed was the “Want Some Fun” group at 9%, an audience who shop more as a hobby than a practicality with a great passion.

In the fashion industry new products rarely have new features or benefits therefore brand strategies focus almost entirely on creating an emotional experience for the consumer, attaching a consumers individual meanings onto the brand.

 

2. Identity

Identity is an important psychological and social concept that relates to how we view and define ourselves and others. We use many elements of our lives, from physical characteristics (“I’m short”) to political views (“I’m liberal”) to construct our identities. Brands express us and

 

3. Social Identity

A component of persona identity, social identity brings the brand from self to community. Appealing to our most basic needs of belonging,

 

Brand Impact – Art x Fashion: Komono x Basquiat

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BeFunky Collagebas.jpgKomono x Basquiat

As part of the Komono Curated Series, the brand channeled you the electricity of Jean-Micheal Basquiat in 2014. Each watch in the capsule collection is uniquely different, depicting different scenes of paintings on each.

The collection was to highlight the brand value of blurring boundaries, between high art and accessories, as Basquiat blurs high art and street art, print and text. Drawing creative parallels strengthen this core value for the brand, aligning  the brand with a truly artistic icon- an ambassador for style, originality and effortless cool.

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Check out artist and collection in the love below:

TidyBasquiat x KomonoFollow On

 

Talking Tactics: 3 so-solid Instagram Strategies for Clothing Brands

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Instagram is an electric hub of beautiful images, and so is a clever tool to boost fashion branding. The platform allows the brand to elevate itself beyond just a logo and product detail, b

Instagram allows brands to shape and enhance their brand representation through content, associating imagery to brands.  However the platform does not boast. So, along with setting a unique brand stage, here’s techniques that amplify the platforms use…

  1. Crowdsourcing Images

  1. Getting up Close and Personal

  1. Inspired Influencer Outreach

Brand Impact – Art X Fashion: Louis Vuitton & The Chapman Brother’s

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In the first of a new series charting the flare that lights when art meets fashion industry, Tidy investigates how The Chapman Brothers’ collaboration with Louis Vuitton.

 

The Chapman Brother’s second collaboration with Louis Vuitton SS17 hits and we start an Art x Fashion collaboration series to see, and the impact these moves have on clothing brands.

The Chapman Bro’s, the Turner nominated “modern arts brothers of grim” collaborated with Louis Vuitton for Spring/Summer 2014.
Combining their illustration and controversial media perception with new director Kim Jones’ experimental taste.
Interpreting the theme of the collection to mesh well with their illustrative style, Jones found the collaboration to be of perfect timing – “timing for me is a lot of what we do in this industry.”

For the LV brand, this collaboration asserts Jones as
This collaboration was the first Vuitton menswear collection with contemporary art. Important for Jones, the recently new appointed artistic director, to showcase his creative freedom. Contributing to the engaging relevance of the brand and. With great celebrity exposure from music artists it propels LV as the major player in edgy designer wears.

The reason this was so good?

Kim Jones, the newly appointed head of house. And so this move cemented a figure of relevance, and a certain edge perfect for fashion.

In terms of brand publicity, the line was received well by artists and musicians.

The Chapman Brothers have since re-lit the LV fire for the 2017 men’s collection, with illustrations inspired by African trips and British punk subculture, coming soon.

Visit our Pinterest for more image inspo from artist and collection:

10 Artist x Fashion Collaborations & Brand Impact, Part I

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Here’s 10 wonderfully interesting and ecclectically diverse examples of fashion and art collaborating.

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The Chapman Brothers x Louis Vuitton

The Chapman Bro’s, the Turner nominated “modern arts brothers of grim” collaborated with Louis Vuitton for Spring/Summer 2014.
Combining their illustration and controversial media perception with new director Kim Jones’ experimental taste.
Interpreting the theme of the collection to mesh well with their illustrative style, Jones found the collaboration to be of perfect timing – “timing for me is a lot of what we do in this industry.”

For the LV brand, this collaboration asserts Jones as
This collaboration was the first Vuitton menswear collection with contemporary art. Important for Jones, the recently new appointed artistic director, to showcase his creative freedom. Contributing to the engaging relevance of the brand and. With great celebrity exposure from music artists it propels LV as the major player in edgy designer wears.

0-tinie-tempahs-louis-vuitton-mens-fall-2014-show-chapman-brothers-x-louis-vuitton-floral-embroidered-blazer

The Chapman Brothers have since re-lit the LV fire for the 2017 men’s collection, with illustrations inspired by African trips and British punk subculture, coming soon.


Visit our Pinterest for more image inspo from artist and collection:

 

 

 

 

 

BeFunky Collagebas.jpgKomono x Basquiat

As part of the Komono Curated Series, the brand channeled you the electricity of Jean-Micheal Basquiat in 2014. Each watch in the capsule collection is uniquely different, depicting different scenes of paintings on each.

The collection was to highlight the brand value of blurring boundaries, between high art and accessories, as Basquiat blurs high art and street art, print and text. Drawing creative parallels strengthen this core value for the brand, aligning  the brand with a truly artistic icon- an ambassador for style, originality and effortless cool.

komono-x-basquiat-2014-spring-summer-watch-collection-05

Check out artist and collection in the love below:

 

 

 

 

 

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Elsa Shiaperelli x Salvador Dali

The Italian-born couturier with her wild imagination, sense of humour and pioneering exploration of irony through fashion created a perfect pairing of creativity with Surrealist artist Dali during the Parisian avant-garde 1920s and 30s. The Tears Dress, for example, is a trompe l’oeil print of rips and tears, designed to give the illusion of torn animal flesh worn inside out.

In terms of the impact of this collaboration on the brand, Surrealism led and influenced Shiaperelli’s greatest period as a designer, and by engaging the brand with the movement, expanded Surrealism into the fashion hemisphere. The lines are now a culturally important part of fashion history.

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More on this Surreal dream pairing here:

 

 

 

 

 

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Banjo & Matilda x Tracey Emin

In 2012 controversial visual artist Emin teamed with the Austrailian brand Banjo & Matilda to create two limited edition cardigans featuring references to the artists work in a fifty’s varsity style, the artists personal preference.

“As a brand, we wanted to stretch the boundaries of creativity, and Tracey fit the bill,” said the label’s creative director Belynda Macpherson. “We have collaborated with models and singers in the past, but this year we wanted to go down a more artistic path – we knew Tracey would give us something unique.”

 

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Christian Laboutin x David Lynch

Laboutin’s intense red heels get a twisted dark makeover with film maker Lynch