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The definition of Psychological-is mental or emotional as opposed to physical in nature.

I just remember back in my school days how you get dressed up for school or buy your favorite pair of jeans, or a shirt, hat or whatever floats your boat. Remembering back how you bought those certain items for certain reasons. Some people wear hats because it covers their head, some because it?s fashionable, some because it makes them feel a certain way or comfortable with themselves. People connect with or purchase clothing for different aspects some personal/emotional reasons or some pleasurable reasons (Just wanting to do a little retail therapy?.don?t ask).

Either way when designing a clothing line your clothing should have consumers purchasing for one of the above reasons. When deciding to start a clothing line many entrepreneurs make the jump into the clothing business for many of reasons. Maybe a lack of clothing companies that they like or design what they like to wear, or they want to design a collection that represents a certain lifestyle-which is very popular today with a lot of new brands that are based around lifestyles (The Hundreds), or simply want to start a business doing something they enjoy. To me lifestyle brands seem to have the longest longevity, being that they usually start off slow because you are designing for your likes/dislikes which is not the best way to take off fast being that a lot of today?s fashion is so trend driven. In doing so you usually tend to tap into a market that has yet to be untouched or grasped as a niche and once the masses relate to, find it fashionable, or find some kind emotional/mental connection with your brand (Maybe their favorite celebrity wore it, a certain garment that highlights their attributes, or something that has suddenly risen to popularity) you can build a cult-like following. I mean for instance check out brands like A Bathing Ape, LRG, or Ecko all which are different in their own right and at one time were dominating their segment in fashion or still do. Do a little research on some of your favorite brands and look at how they are different usually around a certain lifestyle or have a very distinctive name or logo?.sometimes both.

Fred

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