Blog, Fashion Psychology

8 Different Types of Consumers

Pink and blue men's tracksuit

July 11, 2022

I’m Abby!.
I'm a certified & published fashion stylist located in Silicon Valley with speciality in personal styling, color analysis and runway, commercial, and editorial styling.

One of the things that interests me the most pertaining to clothes is the psychology of it! 

These 8 VALS value types from Strategic Business Insights describe 8 different types of consumers. Which one are you? Do the clothing characteristics fit with you as well? Do you wish you were a different one? 

No matter what category you fall into, I can be your fashion guide! 

1. Innovator: Always taking in information, confident to experiment, future-oriented, receptive to new ideas, have the widest variety of interests & activities

Pink and blue men's tracksuitClothing characteristics: Image is important, likes nice things, clothing is used to express individuality


2. Thinker: Motivated by ideals, satisfied with life, mature, well-informed, open to new ideas, conservative, practical

Grey sweaterClothing characteristics: Conservative, practical, likes things that are durable & functional, value for $ prefers proven brands & products


3. Believer: Motivated by ideals, conservative, deep rooted familial values, religious, loyal to community, not looking to change society

Black and white shacketClothing characteristics: Predictable, trend follower, buys American brands


4. Achiever: Motivated by achievement, deep commitment to career & family, fully scheduled, hardworking, peer conscious, private, professional, values technology

Louis Vuitton scarfClothing characteristics: Image is important, wants services & products to reflect success, likes luxury items


5. Striver: Motivated by achievement, trendy & fun loving, limited financial resources, needs approval from others

Black leather cheetah coatClothing characteristics: It is important to be stylish, will copy what other people have that they can’t afford


6. Experiencer: Motivated by self-expression, enthusiastic, impulsive, seeks variety & entertainment, wants to look good & have cool stuff

White wide leg pantsClothing characteristics: Up on the latest fashion, first in & out of trends 


7. Maker: Motivated by self-expression, practical, self-sufficient, straightforward, strong outdoor & automotive interests 

Vintage blouse and jeansClothing characteristics: Practical, functional, prefers value & durability, may prefer secondhand items or making their own items


8. Survivor: Narrowly focused life, dreams are limited by resources, conservative & cautious, thrifty, routine

Men's grey longsleeveClothing characteristics: Strong brand & product loyalties, may have more than 1 of the same item, will continuously purchase from the same brands, may wear out an item completely before purchasing a new one


Leave me a comment below! What stuck out to you? Do you fall into one or more of these consumer categories?

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