The concept of newness in the fashion industry

Abstract

The paper aims to describe the human psychology behind the desire to acquire new possessions and makes an introspection into how fashion brands exploit it to benefit their sales and keep up their relevance on the market. Also, it explores the psychological pathway from the desire to the actual purchase and its fading, short-term value, presenting the three pillars on which the concept of newness supports itself: the situational product involvement; the hedonic experience of being the first possessor; the physical possession itself. Wearables represent a utilitarian commodity, embedded in our subconscious, through which we fulfil our basic human needs, such as self-expression or appurtenance and it is used for someone’s own gain. Brands often make use of strategies such as encouraging ever-changing trends or exquisite packaging as to lure the consumer into buying by triggering certain feelings. The study serves to spread awareness towards the subject of overconsumption, the tactics used by its benefiters and encourage the consumer category to make better, meaningful spendings as to contribute to the decrease of overproduction and fabric waste, in the virtue of adopting sustainable habits for the wellbeing of the planet. The presented material, though being inspired from multiple sources, was extracted from a personally conducted interview with Fashion Psychology Specialist, Pak Chiu.