Factors That Influence Consumers’ Behaviors in Fashion Market

Abstract

By describing the unique attributes of fashion market and comparing the fashion products with other products, this paper analyzes factors that contribute to consumers’ behaviors in fashion market. Those factors include consumers’ needs, social identity, and psychological irrationality. Particularly, I based my analysis on Maslow’s theory of hierarchical needs, social identity theories, and human irrationality theories. The present article reviews these important factors and extends previous work by synthesizing the above- mentioned three aspects, which can provide basis for future studies on consumer behaviors in fashion market.