自我概念与着装行为关系及对品牌优化的启发

Relationship Between Self-Concept and Dressing Behavior and Inspiration for Brand Optimization

通过筛选和整理国内外相关研究,从服装心理学角度着重分析人们的着装行为,并从人类原生自我概念角度分析了着装行为产生与演变的过程,剖析了影响其着装行为的自身心理与外部环境等因素,得出个人着装选择与社会着装行为之间的内在联系,总结出自我概念和着装行为相互影响、互为渗透的结论,以此为服装品牌在服装设计和生产过程中准确把握消费者的消费心理提供参考。

Through screening and collating relevant research at home and abroad, the article focuses on the contemporary peopleg dressing behavior from the perspective of clothing psychology, analyzes the factors of their own psychology and external environment that affect their dressing behavior, and expounds the psychology of choosing clothing. The paper analyzes the emergence and evolution of dressing behavior from the perspective of human self-concept. The article draws on the investigation between the public dressing behavior and the non-mainstream dressing group, and draws the intrinsic link between personal dressing choice and social dressing behavior. The paper also draws the conclusion that self-concept and dressing behavior interact and infiltrate each other. This paper helps garment enterprises accurately grasp the consumer psychology of consumers in the process of garment design and production through the prediction of the development direction of clothing concept in the new era.