Catalin和Andreea(2014)曾提到，在当今时代，由于市场的竞争，以及不同设计师的想法不同，消费者在选择产品时面临着很大的困惑。因此，有很多因素会影响消费者对他们想买的时尚产品的选择。在这一领域，最重要的决定因素是消费者能够与之产生共鸣并感到舒适的时尚品牌。此外，当顾客参观时装商店时，他们脑海中会浮现出他们想要塑造的形象。如果生活方式品牌成功地帮助客户树立了特定的形象，那么客户将会非常满意。他会很开心，因此会对品牌产生情感上的共鸣。
时尚品牌的变化
顾客不断变化的需求也改变了时装店的思维方式。生活方式品牌需要关注顾客的需求，如何完全满足顾客的需求，让顾客一次又一次的光顾。如果这些品牌能够理解时尚的具体要求，那么它们就具有针对特定客户群的优势。因此，如果他们定义了品牌想要瞄准的市场，他们也会成功地限制竞争。品牌需要了解所有客户在选择特定产品之前的想法。正如Keller(2008)所提到的，定义任何客户决策的不同因素可以归结为心理、社会学和经济过程。这些过程已被确定与任何个人的自然行为交织在一起。这样，顾客也需要感受到与品牌的联系。
品牌价值
不断变化的时代和消费者时尚意识的变化也表明，任何品牌都需要向消费者提供的不仅仅是产品。这里的心理学原理是，如果一个人喜欢时尚，想要任何衣服都有特定的外观，那么他或她就愿意为这个产品支付甚至是奢侈的价格。因此，品牌需要通过了解消费者的具体需求，来提高消费者的整体满意度。当品牌试图专注于提供一个整体的体验，而不仅仅是一个产品时，消费者就会在情感上被品牌所吸引。正如Vigneron和Johnson(2004)所提到的，买家与任何奢侈品牌都有联系，他们认为，通过提供尽可能最好的风格，奢侈品牌将与其他品牌区分开来。也有人观察到，奢侈品品牌的消费者应该具有很强的社会功能与他们的社会阶层。
Catalin and Andreea (2014) have mentioned that the customers in today’s time face much confusion with regard to the product which they have to choose because of the competition in the markets and also the different ideas of various designers. Thus, there are a lot of factors that will influence the choice of the customer regarding the fashion product which they want to buy. The most important deciding factor in this area is the fashion brand that the customer can relate to and feels comfortable with. Moreover, the customer comes with an image in mind that they want to portray when they visit a fashion store. If the lifestyle brand succeeds in helping the customer with that particular image, then the customer will be more than satisfied. He will be happy and thus will feel emotionally connected to the brand.
Changes in the Fashion Brands
The changing needs of the customer have also changed the mindset of the fashion outlets. The lifestyle brands need to focus on the needs of their customers and how to satisfy them completely so that the customers visit the store again and again. The brands have the advantage of targeting a particular group of customers if they are able to understand the specific requirements of fashion. Therefore, if they define their market that the brands want to target, they would also succeed in limiting the competition. The brand needs to understand that what all the customers will think before they choose a particular product. As mentioned by Keller (2008), the different factors that define any customer’s decision can be summed up as psychological, sociological and economic processes. These processes have been identified to be intertwined with the natural behaviour of any individual. With this, the customer also needs to feel the connection with the brand.
Brand Value
The changing times and the change in fashion sense of the consumer have also indicated towards the fact that any brand needs to deliver more than just the product to the consumer. The psychology that works here is that if someone loves fashion and wants a particular outlook in any outfit, then he or she will be ready to pay even a luxurious amount for the product. Therefore, the brand needs to work on the overall satisfaction of the consumer by understanding their specific requirements. When the brand tries to focus on delivering an overall experience rather than just a product, the consumers get emotionally attracted to the brand. As Vigneron and Johnson (2004) have mentioned the buyer associates with any luxury brand with the thought that it would separate it from the rest by providing the best style possible. It has also been observed that the consumers of luxury brands are supposed to have a strong social function with their social class.
