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CHAPTER 4.1 PSYCHOLOGY 46 This relates to the ‘Social Learning Theory’. Social learning theory is the integration of psychology and the fashion industry. It assists in developing results in one’s perception of self and their behaviours, plus targets objectives within the business model. In this case, environmental influences presented in media can impact the behaviour of an audience. Interestingly, this theory correlates with environmental factors in fashion through social norms, communities or influences on others. For instance, friendship groups - two or more individuals who share similar characteristics with mutual interests, interacting together - take effect of this. They tend to follow one another to fit in, often subconsciously generating cloned styles. life and makes it more attractive...’. (Konig, 1973) The author goes into how the illusion of appealing fashion can be a ‘powerful stimulus to the economy’, but eventually leading to ‘moral decay’. Konig moves onto describing the behavioural spectrum to be determined by sociocultural factors. He relates his opinions to social environments influencing behaviours. ‘Our daily lives are hedged in the abundance of social rule and standards’. Fashion media is its own environment, therefore, those who are associated with it are exposed to the impacts of it, which consequently alters their behaviour according to these influences. Thus, demonstrating the Social Learning Theory principles. ‘For some, fashion opens up diversities of PERSONAL FACTORS - Feelings - Expectations - Attitudes ENVIRONMENTAL FACTORS - Social Norms - Community - Influence on Others HUMAN BEHAVIOUR BEHAVIOURAL FACTORS - Skills - Practice - Self-efficiency
IDENTITY (Static1.businessinsider.com, 2017) 47 The quote below is a preview of a discussion with a staff member at Tommy Hilfiger, on her friendship group within the brand: “I’ve noticed I have started to dress like what the Tommy image is all about, without even realising I’m doing it. It’s subconsciously at the back of my mind.” - Tommy Hilfiger Staff Member, (2017)
Page 1 and 2: IDENTITY SUKVINDER KAUR
Page 3 and 4: IDENTITY Abstract This dissertation
Page 5 and 6: IDENTITY A CKNOWLEDGEMENTS Thank-Yo
Page 7 and 8: GLOSSARY OF TERMS: BEHAVIOURAL SPEC
Page 9 and 10: IDENTITY INTRODUCTION This analysis
Page 11 and 12: IDENTITY OBJECTIVES (I-d, 2017) 1)
Page 13 and 14: IDENTITY 13 (Pinterest, 2017)
Page 15 and 16: IDENTITY QUESTIONNAIRES Questionnai
Page 17 and 18: IDENTITY SECONDARY SOURCES Secondar
Page 19 and 20: IDENTITY 19 (Beautifuldecay.com, 20
Page 21 and 22: IDENTITY Theorist, Singal, (2017) s
Page 23 and 24: IDENTITY Furthermore, media is also
Page 25 and 26: CHAPTER 1.3 PSYCHOLOGY IDENTITY 25
Page 27 and 28: IDENTITY Fashion Magazines: Publica
Page 29 and 30: CHAPTER 2.2 IDENTITY Brand MARKETIN
Page 31 and 32: IDENTITY 31 (I.pinimg.com, 2017)
Page 33 and 34: IDENTITY Glossy, high-end magazines
Page 35 and 36: IDENTITY 35 (Fucking Young!, 2017)
Page 37 and 38: IDENTITY “THE FIRST SKINHEADS WER
Page 39 and 40: IDENTITY CHAPTER 3.2 INFLUENCE OF M
Page 41 and 42: IDENTITY Today, fashion is a matter
Page 43 and 44: IDENTITY (PAUSE Online, 2017) 43 NO
Page 45: IDENTITY 45 Influences are everywhe
Page 49 and 50: IDENTITY (Whowhatwear.co.uk, 2017)
Page 51 and 52: IDENTITY Bloggers CHAPTER 4.3 'I fe
Page 53 and 54: IDENTITY “I try not to think abou
Page 55 and 56: IDENTITY 55 (Pinterest, 2017)
Page 57 and 58: IDENTITY RECOMMENDATIONS: Now that
Page 59 and 60: BIBLIOGRAPHY IDENTITY Stylebubble.c
Page 61 and 62: IMAGES IDENTITY Pinterest. (2017).

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