By Olie Ma
Patrick Fagan is a consumer psychology expert and lecturer at the London College of Fashion, specialising in consumer behaviour and marketing psychology. With extensive experience across both business and academia, he is dedicated to applying neuroscience to brand strategies and consumer engagement. In this interview, Patrick discussed with us the crucial role that psychology plays in fashion consumption choices, exploring in depth why people are particularly fascinated by vintage clothing.
What are the key psychological factors that influence people’s fashion choices?
PF: Fashion choices are deeply influenced by psychological factors, including our identity, values, and subconscious desires. People often select clothing to express personal traits or virtues—such as status, authority, caring, or eco-consciousness. Clothing also carries symbolic meanings that differ vastly between cultures; for example, expressions of authority in the UK are quite distinct from those in Papua New Guinea.
Do you see fashion primarily as a form of self-expression?
PF: Absolutely. fashion has two purposes essentially, one is functional, for example keeing warm; and the other is communicative. Fashion is a significant way people communicate who they are or who they aspire to be. The clothes we choose often reflect what we consciously or unconsciously want to project to the outside world. This can include social status, cultural affiliation, or personal values.
Why do vintage fashion choices specifically appeal to many people psychologically?
PF: Vintage fashion resonates psychologically on multiple levels. Firstly, it can signal status through perceived luxury, quality, and uniqueness. Secondly, vintage clothing allows individuals to embrace identities linked to specific virtues or historical periods—such as being environmentally conscious or nostalgic about a perceived “better” time. This phenomenon called enclothed cognition, describes how the clothes we wear subtly influence our thoughts and behaviours.
Would you say nostalgia significantly drives people’s attraction to vintage fashion?
PF: Yes, nostalgia plays a significant role. It offers psychological comfort by reconnecting people to times that might feel safer or happier in memory. Wearing vintage items is like stepping into the skin of an idealized past, which can positively influence people’s moods, thinking, and behaviors—a concept known as enclothed cognition.
How much do vintage shop owners’ own identities influence their collections?
PF: Very much so. Shop owners often curate collections as an extension of their own identities, attracting customers with similar tastes due to psychological concepts like homophily—people naturally gravitate toward others similar to themselves. Research even shows that people trust and like those who visibly share their tastes or identities. For instance, a study found that hippies were more generous toward strangers dressed similarly. This similarity fosters trust and affinity, attracting customers who share the owner’s tastes and values.
What are the practical implications of fashion psychology for consumers or fashion professionals?
PF: Understanding fashion psychology can greatly enhance how fashion professionals approach design, marketing, and retail strategies. By recognising clothing’s symbolic and emotional influences, professionals can better curate collections, target specific consumer groups, and build deeper emotional connections. Consumers, meanwhile, can use this knowledge to make more informed choices, aligning their wardrobes with their values, desired identities, and psychological well-being.
