Merz’s work, which focuses on human behaviour globally and not on fashion (or any other industry) in particular, argues that people are drawn to buying clothes and other material goods beyond what we actually need — to keep warm, for example — because we are driven to “signal” something about ourselves. The societal norms of today — consumption as a status symbol — have taught us to do this by flaunting wealth or style and newness. “Social norms provide context for signalling,” says Merz. “I’m not going to start signalling my wealth by wearing a wooden hat.” What this means for fashion The applications of this research for the fashion industry span customer engagement to internal operation
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