PSYCHOLOGY BEHIND CONSUMER BEHAVIOUR IN RECURRING FASHION: FACTORS DRIVING PURCHASING DECISIONS

Authors:

Mr. Ajit Singh, Prof. (Dr.) Narinder Tanwar, Mrs. Sunita Yadav

Keywords:

Recurring fashion, cyclical trends, styles, popularity, constant evolution, eternal revival, resonant fashion, sartorial resurgence, fashion evolution, fashion cycles.

Abstract:

Fashion is a constantly shifting and evolving force that continuously influences and defines our cultural norms and personal identities. One intriguing aspect of fashion is recurring fashion, where specific trends, designs, or elements cyclically resurface over time, creating a captivating interplay between the past and the present. This paper delves into the multifaceted world of recurring fashion, aiming to explore the factors influencing fashion trends, understand their societal implications, and dissect the various stages of the fashion cycle. Fashion, an ever-evolving force, continually shapes our culture and identity. One particularly fascinating aspect is recurring fashion, where trends, designs, and elements from the past cyclically resurface, weaving a captivating tapestry that blends past and present. This research paper embarks on a journey through the multifaceted world of recurring fashion, uncovering the factors that influence trends, examining their societal implications, and dissecting the various stages of the fashion cycle. Through this exploration, we uncover how fashion’s cyclical nature mirrors our evolving identities, creating a dynamic dialogue between what was, what is, and what could be. We use 163 responses collected through questionnaire and analysed to check the factors that interplay with the behavior of a consumer. The research unveils the buried history of recurring fashion trends since the 1980s, highlighting their long-lasting impact on the fashion industry. Fashion undergoes three stages: change, diffusion, and emulation.

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