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Uncovering the Hidden Forces Driving Our Fashion Choices


May 7, 2023 By Quentin Delamotte, Senior Strategic Planner, dentsu X France

Our actions and choices speak volumes about our innermost thoughts and motivations, whether we realise it or not. In this blog taken from ahead 2023 – Why Motivations Matter, we'll dive into the psychology and drivers of consumer purchasing, exploring everything from cognitive biases to environmental factors. Join dentsu X experts from around the world as they share their insights on the many factors that influence our decisions and help brands connect with their audiences.

Looking our best is something we have all been motivated to do at some point in our lives, whether it’s for an interview, a first date, or simply day- to-day life. But what drives our choice of fashion and why do we care so much about keeping up with the trends? 

Often, it’s about affirming our status, either within our own circle of friends or in society at large. Luxury items may be seen as signs of achievement, leaning into the Affection Motivation if people want To Showcase or To Be Noticed, or they may want To Be Superior in which case they would be driven by the Power Motivation. On the other hand, trend-driven garments and accessories tend to centre around the need for affiliation, To Belong and To Not Be Rejected which also fits into the Affection Motivation. 

The fashion industry has been capitalising on this need to fit in for decades, crafting unstoppable trends to keep their sales up. But there’s more to the fashion market than mere fads. Research into consumer motivation can reveal undiscovered market gaps and unmet consumer needs. 

Exploring consumer needs and motivations can open up a world of possibilities for fashion brands, both in terms of targeting new audiences and deepening existing relationships. 

Ultimately, it’s important to realise that our sense of style isn’t just about looking great. Investigating the kind of motivation that speaks to different individuals can help fashion businesses understand what really drives their customers, allow them to create meaningful connections and truly resonate with their target market.

If you want to gain a deeper understanding of the motivations behind consumer behaviour, and how to use this knowledge to drive growth for your brand, download ahead 2023 – Why Motivations Matter. With insights from dentsu X experts around the world, it's an essential resource for anyone looking to unlock the secrets of human decision-making.