Fashion Psychology: The Predictors of Everyday Clothing Preference Among UK and USA Participants

Fashion is one of the most common and accessible (aesthetic) activities in everyday life, yet still largely missing in the literature is a systematic study on clothing preference and its predictors. In this context, the present study builds on Hur, Etcoff, and Silva (2023), which examined the preference structure of clothing styles, i.e. the four-factored Everyday Clothing Preference Factors (ECPF), and its correlates among UK participants. Aiming to replicate and expand the ECPF, the present study employed gender-balanced samples from the UK (N = 402) and the USA (N = 400). The work further explored the predictors of the ECPF through path analyses, incorporating a range of individual differences (e.g. Big 5 personality traits, gender, age, fashion expertise, etc.). A set of factor analyses and correlations revealed that while the ECPF was replicated among UK participants in its original four-factor structure, the ECPF could be expanded into five (Feminine/Pretty, Sporty/Trendy, Formal/Elegant, Classic, and Sporty) or six factors (adding Hip/Unique), depending on the sample. Overall, notable overlaps were found between the UK and USA ECPF structures. Furthermore, path analyses identified extraversion, gender, and age as important predictors of fashion behaviors in both samples. These findings provide a theoretical basis for understanding clothing choice dynamics and contribute to empirical aesthetics and preference research, where fashion is rarely examined. This study's insights could inform retail marketing strategies and sustainable fashion, enhancing the understanding of fashion consumption mechanisms.