Introduction


It is always necessary to determine and explain the factors that greatly affect our clothing behavior. Following are some important factors that greatly affect the clothing behavior of women in all over the world. This article is dividing into five sub headings that describe the detail of particular factor.


Technological Factors


This modern age is also considered as "technological era", because in this age, even a child is equipped himself / herself with the latest information, so is the minds of them. It can be easily said that the latest technology captures the attention of modern day women in choosing the styles, designs and cuts that suits her personality. Women are used to search for the latest fashion from internet rather than wasting their own time in designing and choosing a new style. Moreover internet also facilitates in finding a location for the particular store or a designer's outlet. The easy provision of internet to the common man helps to be in touch with latest happenings in the fashion world. There are many more web sites that give the useful information regarding the upcoming trends.


Secondly in every big city, fashion houses are opened for public where they can find many types of designer wear under one roof. So, it helps us to select the best suited costume for ourselves in a very short period of time.


Technological advancements have also changed the mind sets of people around the world by giving them a multiplicity in clothing items. With the advent of many latest machinery, people can have the opportunity of having cost effective, quick, ready to wear, easy to care and easy to handle garments.


Technological changes bring latest developments in the field of manufacturing materials, assembling and handling them and innovating new designs, and developing automated garments which greatly affect the choices of women by giving them a range of new fabrics and garments. New combinations of fibers and the blending of natural fibers with manmade fibers provide more comfort and ease to the consumer yet maintain the natural feel of material.


Branding and marketing also brought great changes in the field of textiles and clothing. There are many new ways of introducing a new product to the customer that immediately captures the attention of the customer.


Psychological Factors


Clothing is the most important feature of our lives. When we talk about clothing choices, it summarizes in the statement which says 'There is too much sensation, too much temptation.' Psychological factors greatly affect the clothing choices of women. When we buy any article of clothing, we consciously or unconsciously think about its relationship with our personality type. If anybody is in a happy mood, she / he can easily go with the bright and sharp colors where as light and dull colors are usually used in the state of depression, sadness and gloominess. For example red color is always associated with the feelings of love and happiness and yellow or orange shades relate with the sun, feeling of warmness and anger.


Texture of material is also relevant to the psychology of our minds. For example some people prefer to buy a comfortable dress if no matters it is out of fashion, where as especially teenagers are more interested in wearing out something trendy no matters if it creates uneasiness for them. Moreover it is also said that when we wear harsh, rough and tough stuff, we are more apt to behave in the same manner as discourteous, ruthless and rude with others. Same is the case, when we wear light and soft materials; it helps us to behave in cool, blissful, cheerful and happy mood.

Social Factors


In primitive and even in present societies, there is not even a single sphere of our lives other than in choosing our clothing that greatly depicts our societal values and ethics. Man is a social animal. Group acceptance has a crucial role in acceptance of clothing. Everyone wants to be a member of the society in which he lives. But if he deviates from the set rules and standards of his society, he will be no more a part of his society.


Busy lifestyles offers more relaxed attitude towards the selection of clothing. As now-a-days more women are working outside the home and for this they need comfortable, easy to wash, east to care yet trendy clothing styles.


If we are very social then definitely we need to expand our wardrobes according to the latest trends and styles. And vice versa if someone is not very social, he / she definitely needs less number of clothes.


There are different levels of modesty in different cultures and religions. For example any article of clothing that is acceptable in one religion may not be acceptable in another religion, so while choosing an outfit, one should know his / her limits and boundaries set their religion.


But it is also observed that now a day's mild natured norms are changed in societies like in olden days people considered black color as a symbol of mourning where as today it is worn as a formal color in functions like weddings or parties. Because in this age people used to give of the olden concepts and adapt themselves with the new ones. Moreover in previous decades women used to wear red color on their wedding day as to follow their custom but now a days they are accepting other colors like olive green, turquoise, baby pink, white, silver, gray, purple, yellow and many other combinations.


Economic Factors


Economy is always the most important factor in bringing change in one's lifestyle. Families with fewer number of members have the opportunity to spend a lot of money on their clothing where as it becomes difficult for the large families. As todays woman has stepped into the professional living, she is ready to adapt herself with the modern world. She loves to wear attractive yet comfortable clothing for herself and at the same time she wants to maintain her individuality.


Money is considered as the force to drive something a step forward. Fashion is changing very rapidly these days because low and middle income classes are adapting new cuts and colors very rapidly so the fashion innovators are ready to bring an abrupt change in fashion to maintain the difference between fashion leaders and fashion followers.


Aesthetic Factors


Aesthetics is the last but not the least factor in deciding what to buy and what to wear? Clothing can be considered as a complete set of expressions that reflects the whole personality. Almost every woman has an inner born desire to look beautiful, stunning and gorgeous. She is always ready to experiment with different looks, cuts, designs, colors and textures to maintain her individuality.


When anyone feels to become prominent in a gathering, he / she always look for some unique and different cuts and styles in their dressings. And those people who do not want to be a focal point in some gathering, they remain simple, cool and calm in choosing their dresses. This is why even in ancient Rome and Egypt pharaohs are depicted in purple color to show their royalty, superiority and individualistic touch.


About the author


The author of the article is a Lecturer with the Department of Home Economics, in Lahore College for Women University, Lahore, Pakistan.

Aesthetic Factors

Aesthetics is the last but not the least factor in deciding what to buy and what to wear? Clothing can be considered as a complete set of expressions that reflects the whole personality. Almost every woman has an inner born desire to look beautiful, stunning and gorgeous. She is always ready to experiment with different looks, cuts, designs, colors and textures to maintain her individuality.

When anyone feels to become prominent in a gathering, he / she always look for some unique and different cuts and styles in their dressings. And those people who do not want to be a focal point in some gathering, they remain simple, cool and calm in choosing their dresses. This is why even in ancient Rome and Egypt pharaohs are depicted in purple color to show their royalty, superiority and individualistic touch.

About the author

The author of the article is a Lecturer with the Department of Home Economics, in Lahore College for Women University, Lahore, Pakistan.