Exploring the Third Gender in Fashion: From Consumers’ Behavior to Designers’ Approach towards Unisex Clothing

Abstract

Unisex clothing, which can be defined as clothing that can be worn by both males and females, appear to be one of the latest fashion trends. This research project aims to assess the psychological processes behind unisex clothing using a holistic approach. Two studies, using primary research, have been carried out. A first study has been designed to evaluate further how fashion designers would approach unisex clothing design and their view about unisex clothing’s consumers. A second study has been designed to assess consumers’ perception and willingness to wear unisex clothing as well as evaluating the impact of the unisex label and femininity/masculinity aspects of clothing on consumers’ behavior. The present study highlighted a difference between designers and consumers’ approach to unisex clothing. While designers focus on understanding the social context of unisex clothing consumers, consumers seem to mainly (if not only) consider fashion style and aesthetic. This research project is the first psychology study to assess unisex clothing consumerism holistically. Our study allows a better understanding of how to design and market unisex clothing. In particular, this research emphasizes the need for design thinking as well as the need for a better understanding of consumers’ demand in fashion marketing.