Post-Pandemic Designer Influence: Psychology of Dress Impact

This dissertation investigates how the psychology of dress influences fashion designers in the post-pandemic era. It employs a mixed-methods approach, using qualitative interviews and quantitative surveys to understand the evolving relationship between fashion, self-awareness, and consumer behavior. The study examines the concept of dress psychology, relevant theories, and audience perceptions of changing fashion trends during the pandemic. Results indicate a positive correlation between fashion and self-awareness, with price, color, design, and style significantly impacting purchasing decisions. The research concludes that the pandemic has altered people's psychology, necessitating that fashion designers adapt to emerging trends to attract a diverse customer base. Recommendations are provided for the fashion industry to effectively meet customer demands through innovative product design and marketing strategies.

How psychology of dress
will influence designers
post pandemic

ABSTRACT
Pandemic created a direct impact over the humanity and also disrupt the imagination of
people into different ways. After lockdown, most of the people feel irritating and frustrating,
while some of them will set up new ideas into future. With the help of mixed research strategy,
scholar uses both qualitative and quantitative research method that helps to meet the defined aim
of a study. In this, interview has used under qualitative research whereas survey method has used
for quantitative. Therefore, through the results, it can be stated that there is a positive relationship
identified between the fashion and self-awareness because almost all the respondents are agreed
with this and also stated that price, colour, design and style definitely affected the purchasing
decision of customers. That is why, it can be stated that after pandemic the psychology of people
definitely changes due to changing trend in fashion industry. So, fashion designers must adopt
the changes and offer the same to the customers in order to attract range of customers towards it.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
Research background..............................................................................................................1
Rationale.................................................................................................................................1
Aim and objectives.................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
2.1 Introduction......................................................................................................................2
2.2 Concept of psychology of dress and theories associated with it......................................3
2.3 audience's views towards changing trends of fashion during pandemic..........................4
2.4 How the pandemic has affected our relationship with fashion and self-awareness.........5
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
Research type..........................................................................................................................7
Research approach..................................................................................................................7
Research philosophy...............................................................................................................7
Data collection........................................................................................................................8
Data analysis...........................................................................................................................8
Sampling.................................................................................................................................9
Reliability and validity...........................................................................................................9
Research limitations...............................................................................................................9
ETHICAL CONSIDERATION.....................................................................................................10
CHAPTER 4: RESULTS...............................................................................................................11
Qualitative research..............................................................................................................11
Quantitative research............................................................................................................12
CHAPTER 5: DISCUSSION.........................................................................................................26
CHAPTER 6: CONCLUSION......................................................................................................29
Conclusion............................................................................................................................29
Recommendations................................................................................................................29
REFERENCES..............................................................................................................................31
APPENDIX....................................................................................................................................33

Interview transcript-1 (Judie)...............................................................................................33
Interview transcript-1 (Oli)...................................................................................................36
Interview transcript-1 (consumer)........................................................................................40

Title: To ascertain the psychological influence of dress on identity and how this affects an
actor’s psyche within Fashion industry.
CHAPTER 1: INTRODUCTION
Research background
In the current era, each individual has affected adversely due to pandemic and it also
change the imagination of the people regarding fashion especially. Therefore, by disrupting
everyday lives of people, the pandemic provides an opportunity to designers regarding fashion.
Also, the psychology of the people has been affected due to pandemic and that is why, designers
start thinking over their designs by examining the changing need of customers. Moreover, it has
been also evaluated that the present study will be helpful to understand how the pandemic has
introduced new ideas with regard to fashion (Johnson and Lennon, 2017). The study is based
upon the fashion industry and examine how psychological influence the designer's mind by
adding creativity within dress so that it creates positive impact over the customer's mindset.
There are lists of the psychological changes identified which occur when an individual
wear clothes and thus, it can be stated that dress always affect the behavior, attitude, personality,
mood, confidence, way of interaction as well (Mair, 2018). Therefore, it can be stated that
fashion has a long standing relationship with the social as well as personal identity because it
portrays an individual image like how he/she is different from social situation. Thus, it can be
stated that by using mixed research type, scholar can determine the mind-set and how it
influences the designer's thought, and inspire them to present innovative products for their
customers.
Rationale
The rationale for choosing the research topic is such that there are changing fashion trend
identified within an environment due to pandemic that create a huge alteration within people’s
lifestyle and dressing sense. This is turn recognized as a research issue because changing trend
affect the overall perception of the people and to meet the demand of customer's designers have
to come up with new as well as innovative ideas to grab their attention (Bhatia, 2017).
Therefore, with the help of a mixed research, scholar could shed a light upon how the
psychological influence on the dress on identity and it also affects the designer's views as well.
Another rationale for conducting the research on this particular topic is such that it will
assist investigator to enhance the knowledge pertaining to chosen topic. Further, the study also
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benefit researcher to improve the interpersonal skills so that it can be used in the future where
applicable. However, University also assigned the topic and that is why, scholar has to perform
the research which in turn improve the learning skills and collect the information pertaining to
psychological influence on dress. Hence, the chosen topic will assist the scholar to gain enough
knowledge so that effective suggestion can be drawn to meet the requirement of customers.
Aim and objectives
Aim: The aim of the study is to assess the psychological influence of dress on identity and its
effect upon the actor's mind.
Objectives:
 To understand the concept of psychology of dress and theories associated with it.
 To examine the audience's views towards changing trends of fashion during pandemic.
 To analyse how the pandemic has affected our relationship with fashion and self-
awareness.
 To recommend the ways through which the fashion industry meet the customer's demand
by designing the same products.
Research questions
Q1: What do you understand by the concept of psychology of dress and theories
associated with it?
Q2: What are the audience's views towards changing trends of fashion during pandemic?
Q3: How the pandemic has affected our relationship with fashion and self-awareness?
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is a section of research where the opinions of the scholars are
represented about the topic of study that is conducted. This chapter involves critical level of
evaluation and understanding over the topic of study that is conducted by the scholar. The
delivery of this whole chapter is segregated into multiple themes based on different aspects
about the research study that is conducted. Themes are designed on the basis of the needs and
requirements of the entire study that is delivers. Critical level of evaluation is established over
the research theme so that all aspects could been cover in order to provide the precise knowledge
and understanding about the topic of study.
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2.2 Concept of psychology of dress and theories associated with it.
As per the definition provided by the Kalogiannidis and Chatzitheodoridis (2021), in
literature philosophy is defined as a concept that denote the beliefs and ideologies related to life.
This whole idea is about to provide an overview about the different elements of the life of the
human being. Philosophies are the one that guide the designer to produce a creative idea in order
to develop a dress that can attract its target customer base along with support the needs and
requirements of the customers. In the general tendency the designer always target to cater the
demand and requirements of the fashion enthusiasts by providing the bets suitable collection for
coping up all different needs and demands of the customers (The origin of deconstructionism in
modern fashion, 2020). Philosophy is nothing less than an idea or belief based on which
designer tend to develop a certain product that can match up both the criteria trendy as well the
quality meet the customer expectations.
The views of the Voss (2020), reflected in its literary work that social psychology of dress is
one of the core approach that designer usage in process to design the most attractive dress
possible. This psychology address two different questions such as what the dress is about and
what is the social psychology behind the entire design of the dress. The psychology plays a
significant role for the designer to identify and spot the potential areas of practice related to the
development process of any dress. Every time designer look forward to developing a certain
dress it motivates the respective designer to get inspired with the certain feature of the idea or
the certain area that could allow the designer to create a dress. The role of psychology is under
the process of getting right inspiration of developing the respective dress and the certain belief
that allow the designer to approach the entire process of designing the dress in the best way
possible. The opinions illustrated by the Takyi and Bentum-Ennin (2021), denote that designing
dress is not only restricted to providing a certain design over the material. This is more like
giving the feel, design, shape, essence of the inspiration behind the dress and all these elements
that support the designer to develop a certain piece of art in form of cloth. The basic role of the
social psychology is to meet up two different means by creating a dress one is modifier of body
processes and the other one is communicating about a certain thought or emotion. Designer take
a huge support from this psychology as it motivate and inspire the designer to deliver all the key
objectives lead the overall design and development of a certain cloth. The role of the social
psychology is to link the individual with the society so that a clear statement or perception could
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have been portrait over the piece of cloth that is developed by the designer. Social psychology
support the designer to establish the connection between the creative mindset and the target
customer associated with the respective dress that has been designed. This psychology cover all
the various features related to dress design such as beliefs, attitude, feeling and behaviour of a
certain art form or the idea that could inspire the stakeholder in developing a certain clothing
line.
The criticism has been established by the Brydges (2021), about the social psychology
for approaching the overall designing process of a particular dress or clothing line. This
psychology is very limited in nature as this is more like approaching the traditional ethnic wear.
When it comes to ensuring futuristic requirements this psychology take a back step for the
definers. Most designer do not like to use or take a guidance from this psychology in process to
design the entire clothing line. Also, the limitation is over the possible designs that can be used
to design a certain cloth. When it comes to launching a clothing like designer require different
ideas associated with one single thought or mindset or the different beliefs and aspects that can
guide the designer to bring out certain number of thoughts that can provide a clear vision for
designing each individual clothing line. This psychology clearly restrict the designer in
launching or designing oir developing the whole clothing line that can support the best form of
clothing wear along with respective the creative mindset of the designer. There are many
limitations that could allow the scholars to oppose the use of this psychology in process to
design or develop the creative features over the clothing line or in fashion. Also the criticism has
been developed over coping up with the latest trends with support iof this psychology.
2.3 audience's views towards changing trends of fashion during pandemic
On the basis of the opinions illustrated by the Del Valle (2020), that covid pandemic has
created various changes in the fashion industry. The entire pandemic has changed the perception
of the people in target market about the fashion and trends. IN the time of pandemic entire
business environment faced many changes that could allow the stakeholders to approach the
various dimensions and changing trends of sector in the best way possible. IN the time of
pandemic trends that are witnessed like face mask with every clothing line. Today designer has
concentrated to design mask according to th clothing line. This is also designed in the same way
entire cloth is designed by the professional. Use of mask with clothing line has been the recent
trend adopted by the professional and the entire fashion industry. The post pandemic perception
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of the people and stakeholders has changed immensely as it is guided towards all the fashion that
can protect the people from all across the globe. People after the pandemic become more
conscious about the health care and the products that provide the health care advantage along
with the basic nature of the respective product segment.
The criticism has been established by the Lee and Lee (2019), that post pandemic time
has been very challenging for the people all across the globe. The entire pandemic has changed
the market dimensions that allowed the people and fashion enthusiasts to look at the price of the
product as well. The pandemic has significantly affected the buying power of the potential
customers in the market. Adopting fashionable products and the segments are usually very
expensive in nature. Pandemic of covid 189 could completely affect the buying power of the
target customer base in market as it could completely destroy the income structure of people in
market (Kim Jones picks the best looks form his Cactus Jack Dior collection with Travis Scott,
2020). Many fashion enthusiast either loose the job or they have to allocate employment related
services at a lower prices. All this could significantly affect the purchasing capacity of the
potential customers in the respective target market. Low income base could not motivate the
respective fashion enthusiast to meet up all the needs and expectations associated with the
fashion. The impact of all this is created in such a way like people started pursuing towards the
cheaper product range or the old clothing line that is cheaper as compare to the latest trendy
product line.
The views of the Janssens and Steyaert (2019), towards the views and opinions of the
people towards the changing trend in the era of post covid situation. The pandemic situation has
further created some significant change that people started becoming more answerable towards
all different fashion related issues. The pandemic could allow the people to invest more time due
to work form home like practices that could allow the fashion enthusiast to invest more time in
searching for new fashion and trends.
2.4 How the pandemic has affected our relationship with fashion and self-awareness
As the opinions of the Seebauer (2018), is designed in such a way that the entire situation
of pandemic has influenced the relationship of the people with fashion. The entire situation of
covid 19 has created many changes that could influence the perception and relationship of the
people and fashion in the respective target market. The role of the pandemic is such that it could
create an awareness in the market about the target customers and the fashion of the people. The
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covid pandemic has imposed the work from home like practices which could bring more
attention of the fashion enthusiasts towards the trendy products. This entire situation has given
more time to the people for understanding the fashion and trends in the market. Held (2020), has
been reflected its views about all the potential impacts covid pandemic has created in the market.
The work from home like practices could allow the fashion enthusiast to get some time to know
about all the latest fashions and trends. This could bring more enthusiasm in between the people
to adopt new and trendy products by ordering it online. Perception has also changed after the
pandemic time. Due to extra time people started getting more aware about the various fashions
and latest trends in clothing line (The origin of deconstructionism in modern fashion, 2020).
Also, the designer across the globe has utilized this time to create awareness in between the
potential customers in the market. This can indicate that the post covid time could create
stronger connection in between the people at a global level which could create a different
perception of people ad fashion line.
The criticism has been made by the Jost (2020), in its study that the impacts of pandemic
has been negative as well. The perception of customers has changed as now it is more keen
towards cost oriented fashion rather than going forward to the rich fashion. Due to the pandemic
income of the fashion enthusiasts got affected that could not motivate to afford all the latest and
trendy products. Lack of buying power could not motivate to the fashion enthusiasts to go
forward for buying the fashionable and latest trendy products in market. The attitude of the
people also got affected due to the covid pandemic.
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CHAPTER 3: RESEARCH METHODOLOGY
With the help of Saunder's research onion framework, scholar suggest strategies that
helps to meet the defined aim and also generate valid conclusion. Also, there are different
strategies used by the scholar in order to identify the correct information regarding the chosen
topic.
Research type
There are three main types of the research which are mainly used by the scholar i.e.
qualitative, quantitative and mixed. Such that qualitative research mainly deals with non-
numeric figures and relied upon theoretical frameworks (Mohajan, 2018). However, quantitative
study only deal with the numbers, facts and figures in order to generate the best outcomes. While
mixed research type is a combination of both qualitative and quantitative study where facts and
figures along with theories can be used to determine the best results. As per the chosen research
topic, mixed research type has been used by the scholar in which both qualitative and
quantitative methods used to obtain the valid results. Therefore, it can be stated that through the
chosen methodology, investigator may easily able to investigate the society's views regarding
fashion.
Research approach
It is a plan and procedure within research that spans the steps from broad assumptions to
detailed method of data collection, analysis and interpretation. It is also divided into two types
i.e. deductive and inductive. Deductive approach mainly used to test the hypothesis and helps to
cllect the data pertaining to quantitative study. However, inductive study completely relied upon
to determine the pattern and relationship that assist to build the theory, along with this, it is
based upon qualitative study.
From all, researcher used both inductive and deductive approach because it helps to
present the information based upon the mixed research type. Moreover, through chosen research
approach, scholar is able to determine the psychological influence of dress on identity. That is
why, investigator can easily attain the defined aim and objectives by conducting the research in
more precise manner.
Research philosophy
It is the belief through which data about the phenomenon should be gathered as well as
analyzed. Further, it is also divided into two types such as interpretivism and positivism. Under
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interpretivism research philosophy, scholar interpret the study in a hypothetical manner by
considering qualitative study whereas, positivism helps to interpret the results by considering the
factual knowledge which in turn assist to improve the results in an effective manner
(Zangirolami-Raimundo, Echeimberg and Leone, 2018).
From these, both positivism and interpretivism research philosophies has been used by
the scholar that helps to collect the best sources in order to identify the results in an effective
manner. Further, by using the positivism philosophy, scholar can conclude the results and prove
the hypothesis regarding the chosen topic i.e. relationship of customer's views with fashion and
self-awareness. Whereas, through interpretivism philosophy, researcher can interpret the views
as well as link the same with theories used in literature review section.
Data collection
It is the method through which relevant and appropriate information can be collected and
gathered pertaining to chosen topic. Thus, there are two ways through which data can be
collected such that primary and secondary (Basias and Pollalis, 2018). Similarly, in the context
of present study scholar also used both methods in order to determine how post Covid-19 will
impact the psychology of dress. Under primary research, interview and survey method has been
used that assist scholar to collect fresh information and also generate the best outcomes. Such
that interview method used under qualitative research method whereas for quantitative, survey
has been used through the means of questionnaire.
Moreover, for secondary data collection methods, relevant books, published journal
articles, newspaper and online websites has been used that assist to develop a brief thesis under
literature review section. Therefore, it can be stated that with the help of chosen data collection
methods, scholar can conduct the study in more precise manner. Also, assist to investigate how
garment design, color, share and graphics can easily influence the fashion consumer's mental
well-being.
Data analysis
Data analysis is all about to extract the information collected in order to provide a deeper
insight about the chosen research aim. Therefore, data can be collected by two different ways
such as SPSS and thematic data analysis method. Such that with the help of SPSS, research can
analyze quantitative data in which software has used that provide valid conclusion regarding the
chosen research questions. That is why, only thematic data analysis has been used by the
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