What factors impacts the Psychology of teenage consumers in fashion marketing

Fashion marketing is the activity or a  process followed by the fashion industry to promote the sale of the products of their respective brands. It is the most important and vital step to generate revenue of a particular fashion brand as it promotes the growth of the company.

There are many aspects to look after for fashion marketing properly. The target audience, their location, likes and dislikes, influencing power and changing their buying behaviour.

As India has the largest no. of youth as compared to adults and seniors, teenage consumers are the target audience for many fashion brands as it reaches the mass consumers and also these age groups have the power to influence others in order to network.

It is said that we.look how we feel and we dress how we express… same goes with the teenage sense fashion as they are known as the most powerful and outraged age group who don't want to compromise on any little detail and would do just about anything to draw attention and look their best. This makes them follow the fashion trend very closely which makes them the target audience for the fashion marketing as they are not scared to experiment and set a new trend.

The psychological impact of such marketing activities on teenage consumers are very severe as they make a long lasting effect on their minds.

Some of the factors affecting the psychological behaviour of teenage consumers with respect to fashion marketing are given as follows-

• Peer pressure:

 The teenagers always have been around their peers and it is obvious that the peer pressure has a lasting impact on their psychology as what the people around them are buying and accepting the particular fashion trend and  encourages them to buy as well.

• Hobbies

What the teenagers buy has the lasting effect on their psychology as it depends on their hobbies and daily interests. For example the girl who likes to wear tomboy style clothes will never accept the brands which are focused on the chic or girly fashion styles and so their hobbies reflect on the clothes they wear.

• Advertising

Advertising influences people to the level no one can expect. And so do the teenagers who get the long lasting impacts of the advertising done right by the fashion marketing team.

• Amount of money availableWell we dream for the things we achieve… Budget crunch is the biggest problem that teenagers face as they do not have any source of income at this age and this impacts the way they are buying their style.
• Social media:

Social media is the biggest inspirational guide for the teenager this generation as people follow the influencers from social media which plays a great role in  trending the upcoming trends.

• Symbolic meaning of brands

 Lastly teenagers get attracted towards the brand which speaks and understands the language. For example the consumers who love ethnic style clothes will not be much interested in western or casual clothing brands as it does not represent its symbolic nature.

There can be many ways we can have a lasting impact on the psychology of the teenager with respect to the brand or fashion marketing. It's just about how to channelize their energy and speak through their mind and heart.