The popularity of leisure and entertainment clothing is influenced by many factors, including economic factors, scientific and technological factors and political factors, but its emergence and development is a direct reflection of people's psychological desires. Because, as long as there are people and people, there will be imitation and conformity, and there will be a desire to pursue novelty and novelty. These psychological needs and behaviors are the main factors that influence the creation and formation of fashion.
First, the psychology of seeking differences in the fashion of leisure and entertainment clothing
The popularity of leisure and entertainment clothing is the result of personality pursuit and the reflection of people's psychology of seeking novelty and novelty. In terms of personal psychological function, generally speaking, everyone expresses his personality characteristics in different ways and means in society, always hoping to form "self" in the minds of others. Curiosity psychology is the display of personality, and it is a psychology of pursuing novelty, strangeness and fashion of goods. In fashion, those who first put on "strange clothes" actually expressed their desire to highlight their morphological advantages within the scope of socially recognized norms with the help of clothing and socially recognized and allowed aesthetic means. This fashionable personality pursuit of self-realization is a popular personal function. This is mainly manifested in two aspects: on the one hand, trying to improve their social status by pursuing originality and uniqueness, expressing themselves and being detached from people who are not as good as themselves; In addition, fashion is a kind of self-protection, trying to avoid and make up for its shortcomings with Excellence. These two aspects of personality function seem to be incompatible and antagonistic, but in fact they are unified and different manifestations of personality. As a pursuit of individuality, fashion is an external thing, while as a fashion of self-protection, it is a hidden thing, and it is a sense of inferiority and defense caused by its own shortcomings. Therefore, the pursuit of fashion is a kind of overcoming inferiority, but also a kind of transcendence of inferiority.
People's psychology of seeking novelty and difference leads to the novel characteristics of fashion, that is, popular styles are different from traditions and can reflect and express the characteristics of the times. In terms of time, the novel expression of fashion is different from the past and traditional habits, that is, the so-called "innovation"; From the perspective of space, it is different, that is, innovation. Being unconventional is the embodiment of personality independence.
If we look through the newspapers and magazines in history a little carefully, we will find that the fashionable clothes with avant-garde style have interpreted the social reality and avant-garde street culture from 1950s to 1970s, that is, the "beat generation" in 1950s, the "hippies" in 1960s, the "punk" in 1970s and the "yuppies" in 1980s. Avant-garde clothing style has become their rebellious spiritual symbol, reflecting the rebellious and self-centered generation. Because of their disappointment and boredom with reality, they have to look for the social reality of spiritual sustenance in the pioneer cultural circle. For example, in the 1960s, under the influence of laissez-faire, free thinking and psychology, European women pursued strangeness and randomness in their clothes, which led to the popularity and temptation of women's clothing decoration with transparent fabrics and small round metal sheets. Metal clothes also appear in strange images and are decorated with small bells to increase the acoustic effect.
Second, leisure and entertainment clothing fashion in the herd mentality
Because of their outstanding resistance, they are unwilling to change themselves casually, and their herd mentality of burying themselves in the public, sticking to the rules and being comfortable with others will also lead to the popularity of clothing.
Conformity is a common social psychological and behavioral phenomenon, which is popularly interpreted as conformity and conformity. Everyone thinks so, so do I; Everyone does this, and I follow suit. Conformity psychology is a psychological reflection that people change their views, opinions, judgments and beliefs under the pressure of social groups or social environment, and obey the majority of the groups and the surrounding environment in behavior. The emergence of a new style of clothing and the people around you begin to follow this new style will have an impact. If you don't accept this new style, you will be ridiculed as "rustic" and "conservative". Thus forming an invisible pressure on some people and causing psychological anxiety. In order to eliminate this anxiety, they were forced to give up the old style, resulting in the following psychology of joining the popular ranks. With more and more people accepting new styles, the sense of pressure is getting bigger and bigger, and finally a new fashion trend is formed. On the one hand, the herd mentality in fashion reflects that people want to be consistent with those who are superior to themselves in behavior and appearance, so as to obtain some spiritual satisfaction, thus showing imitation consumption and comparison consumption. In real life, many young people, out of admiration for stars, deliberately imitate the dress style and external image of stars, which is quite representative. On the other hand, it also reflects people's sense of belonging. This is determined by people's need to seek social identity and social security. When a person's thoughts and realistic behaviors deviate from the dependent group or violate the group norms, he will be accused or isolated, thus generating psychological fear. In order to avoid this result, people always tend to obey. Under the control of the sense of belonging, people will follow the behavior of most people in the group, that is, "conformity" and "following the fashion". It is precisely because of this conformity psychology that they are popular in pursuing individuality and self-expression, and at the same time their standard characteristics limit individuality. Therefore, in the process of popularity, there is a tendency to blindly imitate novelty and lose personal characteristics.
Due to people's convergence and conformity psychology, the popularity of clothing is determined, that is, under certain environmental conditions, members of a certain social class or group generally accept and pursue a certain style or behavior. This acceptance and pursuit is formed through mutual imitation and infection between people. Many people become famous within a certain range and time by following certain clothes.
Third, the imitation psychology in leisure and entertainment clothing fashion.
The reason why people will form a social trend of pursuing the same form of aesthetic feeling for a period of time is because the psychology of a few people seeking change has caused people to imitate widely, and imitation has formed the popularity of the colors and styles they pursue.
Imitation is a natural tendency of human beings, and imitation is the repetition of others' behavior.
Imitation can be roughly divided into direct imitation, indirect imitation and creative imitation. Direct imitation is imitation without change. For example, children imitate adults' behavior. This kind of imitation is prone to blind obedience. Indirect imitation refers to the imitation of adding one's own wishes and opinions to a certain extent. This behavior can promote the rapid expansion of the epidemic. Creative imitation is to create in imitation. It can be different and keep up with the trend of the times. Creative imitation lies in innovation. Through imitation, new artistic conception is added to the original style and color characteristics, and some imitation attitudes are accepted and adopted by people in different ways.
With the gradual improvement of people's self-awareness, imitation has become selective in the face of fashion trends, and it is imitation that has joined the transformation. Competitive imitation not only refers to simply copying other people's behavior, but also is a kind of transcendence imitation, which is a comparison phenomenon in society. Competitive imitation is ubiquitous in women's clothing behavior. A person's outstanding clothes will cause others to imitate and surpass, so the price is getting higher and higher, and popular clothes are also developing in the extreme direction bit by bit.
Fourthly, the enlightenment brought by the psychological factors of the popularity of leisure and entertainment clothing.
Studying the psychological factors of the popularity of leisure and entertainment clothing can deeply grasp the internal nature of clothing consumption behavior, understand the psychological change law behind the behavior, accurately describe the marketing development track of new clothing in the market, and help clothing enterprises to formulate effective marketing mix strategies to meet the ever-changing consumer demand. For example, an in-depth study of consumers' consumption mentality and lifestyle can help the company to make an accurate style positioning, and also help the company to find new market segments, make up for the lack of blank markets, and meet the needs of customers at different levels and with different needs, so as to cultivate consumers' preference for brands and improve brand loyalty. We can accurately describe the consumer's life trajectory and consumption attitude through the psychological description of consumers, and deeply understand their motives, needs, preferences, brand awareness and brand loyalty through the superficial characteristics of consumers, so as to accurately locate the brand style and establish a unique brand personality. We must use the method of consumer psychological description to understand consumers in depth and in detail and establish deeper ties with them. Therefore, it is very necessary to investigate and study the methods of consumer psychological description. Lodz, a famous suit brand, interprets the mentality and lifestyle of contemporary urban white-collar workers with its simple and exquisite tailoring, mature, rational and inclusive colors and fabrics, and simple design techniques, showing romantic feelings in a simple life and conveying a kind of personality, freedom and unrestrained psychological pursuit.