Impressions management and judgement using clothing styles

Shakespeare wrote 'For the apparel oft proclaims the man' (Hamlet, 1:3) suggesting that even centuries ago clothing and impressions were intimately intertwined. The purpose of this paper is to present the results from a qualitative study on clothing styles and the individual's impressions management. The philosophical foundation of this research is that consumers draw specific conclusions about other people based on their clothing. In particular, this study focused on the judgment process during the rite of passage as teenagers become emerging adults and how they use clothing. The conclusions of this study are that consumers are able to instantly judge others because of their clothing choices. These judgments can be made with and without brand knowledge and that the consumer is aware of the judgment process as they present their own adult identity by wearing personally interpreted clothing styles.