T. J. Maxx Looks at How Women Dress & Invest in Fashion

T.J.Maxx conducts a live fashion experiment to understand how women use fashion to express their best self throughout their lifetime. (PRNewsFoto/T.J.Maxx)

T.J.Maxx recently partnered with Developmental and Fashion Psychologist, Professor Karen Pine to research  how women use fashion as a form of self-expression. Last year, T.J.Maxx conducted a study that found that women aren’t fashion victims but rather control fashion as a tool to express their personality (77 percent) and individuality (74 percent).  Most of us know this is not news, but it’s interesting to see if quantified in a study.

“As environment and expectations come into play, whether it’s starting high school or landing that first job, our best self continues to change and the way we use fashion changes with it,” said Professor Pine. “Places like T.J.Maxx provide women with those incredible pieces that allow them to stay true to who they are every step of the way.”

T.J.Maxx invited women in four key developmental age groups to have free fashion reign to select the pieces that express their best self to the world. Professor Pine and a team of researchers observed the sessions to understand each group’s varying approach and uncover the below key stages.

• Child’s Play (5-8): Her best self is instinctive and unadulterated by her environment and responsibilities. She is uninhibited and unbound by expectations or practicalities, which is showcased by her freedom of fashion choices.
• Experimental Expression (12-16): She is experimenting with her multiple best selves. She looks to friends and pop culture to find inspiration and acceptance. Her sense of experimentation extends into her wardrobe, weaving between trends to speak to each version of her best self, whether it’s edgy one day or bohemian the next.
• Dress Up Discovery (20 – 28): She is in transition, striving to fit into her new professional life, while staying true to who she is and her individuality. She relies on overall looks that make her appear pulled together and polished, using accent pieces like a standout necklace or a bold-colored blazer to make her statement.
• In Her Stride (32 – 45): While her best self continues to evolve as she hits new life chapters, whether it’s starting a family or a new job, she is comfortable in her skin and fashion choices. With this strong sense of self-awareness comes a certainty about what fashion works for her and her lifestyle. She selects head-to-toe looks and focuses on quality standout pieces – like a leather handbag or designer heels in her favorite color to express who she is.

What do you think of this shopping behavioral research readers? Does any of this strike you as earth shattering? 🙂