FASHION METRICS: A DUAL APPROACH TO CONSUMER PSYCHOLOGY AND FINANCIAL VIABILITY

Abstract

This study investigates the interdependence between consumer psychology and financial viability in the fashion industry, using a comprehensive mixed-methods approach. Data was collected from 800 survey respondents and 40 in-depth interviews to explore emotional and psychological connections with fashion brands. Financial data from 15 domestic and international brands was analyzed to identify correlations between consumer behavior and key performance indicators. The results highlight that emotionally resonant branding, rooted in authenticity, identity congruence, and value-driven storytelling, significantly enhances financial performance. Brands demonstrating high psychological engagement reported a 25% increase in customer retention, a 30% improvement in marketing ROI, and up to a 35% boost in conversion rates across digital platforms. Generational segmentation revealed key differences: Gen Z responds strongly to sustainability and social inclusion, Millennials prioritize ethical production and convenience, while Gen X values heritage and durability. The study also found that integrating emotional metrics into operational forecasting reduced overproduction by 20%, enhancing sustainability and profitability. Brands that maintained consistent digital identities across customer touchpoints outperformed competitors in both emotional loyalty and sales outcomes. This research concludes that the most financially viable fashion brands are those that align their psychological appeal with measurable business metrics. Recommendations include investing in continuous psychological profiling of target audiences, embedding emotional analytics in demand planning, and fostering brand authenticity internally and externally. The convergence of empathy, cultural relevance, and financial intelligence is critical for brands seeking to remain competitive and resilient in a dynamic global market. This dual approach sets a strategic foundation for sustainable growth in the modern fashion economy.