ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book introduces a new field of applied psychology: the psychology of fashion. The Oxford English Dictionary defines psychology as "the scientific study of the human mind and its functions, especially those affecting behaviour in a given context" and "the mental characteristics or attitude of a person or group". Fashion is an important global industry employing millions worldwide. Fashion ranges from high couture to high street, but regardless of its origins, fashion is conceived of, produced and sold by people for people. Because fashion is inherently concerned with human behaviour, it can be considered a form of psychology. Psychologists typically describe themselves as trained in one or another of the core sub-disciplines in psychology. In psychology, the outcomes of observations and interventions are interpreted in terms of probability, not certainty.
