Regent’s University London has launched a one-day course in the psychology of consumer behaviour in the luxury fashion market.
The course, entitled Consumer Behaviour in Luxury Fashion, will run on Saturday 24 March at the Park campus, and will be facilitated by Professor Carolyn Mair.
Using an evidence-based approach, the course will highlight how psychology can enable realistic predictions in the uncertain and changing luxury fashion market, answering questions such as:
- What and who drives the luxury fashion market?
- How do you identify consumers for this market?
- What motivates and drives the customers?
- What lies ahead for this industry? Where is it heading?
- How can psychology enable us to understand, predict and influence consumer behaviour in this elite market?
Carolyn Mair, a Professor of Psychology for Fashion, created and led the world’s first Masters programmes to apply psychology in the context of fashion. She has been published widely in peer-reviewed academic journals and conference proceedings as well as in traditional and online press and media. She has a PhD in Cognitive Neuroscience, MSc in Research Methods and BSc (Hons) in Applied Psychology and Computing.
Prior to becoming an academic, Mair worked in the industry in a number of roles including as a visual merchandiser, graphic designer, dressmaker and portrait artist and says the course would be invaluable for those looking to gain an insight into the mind of a luxury fashion consumer.
“I'm so excited to be working with Regent's University London on this new short course. It’s a brilliant opportunity for those already studying in the areas of fashion or psychology, as well as those with a small fashion business, and anyone fascinated by the intersection of fashion and psychology.
“The course will provide insights into the mind of luxury fashion consumers and what they want from the fashion retail experience. These insights can allow you to understand, predict and even influence their behaviour.”
The course is suitable for anyone interested in psychology and/or the luxury fashion market. No existing knowledge will be presumed.