For refference ;)

1. PRM 04-FASHION & VISUAL
MERCHANDISING
(CONSUMER ASSESSMENT THEORY)
 SITI AISYAH BINTI AMIRUDIN– 28DRM13F1025

2. REAL SELF
This describes what the person really is in terms of ability, appearance, interest
and so forth.

3. IDEAL SELF
• The fashion retailer attempts to satisfy this aspect by offering merchandise
that would help them attain their desired image.
• The woman who saves and saves so that she can purchase a new fur coat or a
smashing piece of jewelry to make herself feel successful and the man who
uses the newest male-oriented line of cosmetics to achieve an impression of
rugged or outdoors look.

4. OTHER SELF
This is the combination of the real self and ideal self, what the persons self-
image is.

5. IDEAL OTHER
• This is how others perceive and how the person would like to be perceived
by others.
• It combines the first three aspects of real self, ideal self and other self

6. That’s ALL. THANK YOU =)