Did you know that clothes act as transitional objects and transformation catalysts, means of regression, agents of regeneration, protectors from a hostile world, objects of pride, reactions to sameness, forms of protest, social fabric, formidable connectors, language written with materials, signifiers of sin, outlets of inner conflict, signs of order and hierarchy, sexual provocateurs and objects of desire?

1. CLOTHING
BUYING
BEHAVIOUR

2. Hi! My name is Constantinos
Pantidos and I believe that
companies could improve
people’s lives even more
effectively if they had
deeper human insight.

3. Using a multidisciplinary
approach, BRAND AVIATORS™
has captured and presents, for
the first time, the fundamental
human motives underpinning
buying behaviour relative to
clothes at the deepest levels of
their deployment …

4. … all the way from:
• their biological value
• to the neurosystems they engage
• to the cognitive operations and
psychological states they activate
• to the major social reinforcers they
cause and
• to the rich hierarchy of inherent
concepts they infuse into our
everyday life

5. This methodology helps marketers
develop Intrinsically Engaging
Narratives™

6. The motives are presented
in order of increasing
relative importance in line
with their power to
influence our buying
decisions.

7. BALANCE: On an initial level
of motivation, clothes
demonstrate the
relationship we have with
our body, what we believe
about our self. From the
eternal struggle of the mind
against the body, of spirit
over matter, humans
acquire meaning.

8. Clothes are the goods
that best express our
inner harmony and our
agreement with the
environment. Clothes are
means of displaying
intellectuality and
sophistication. They
make us appear to be in
the know.

9. PROTECTION: Proceeding into a
deeper layer of motivation,
clothes help us shelter our self.
Clothes protect us not only from
the changes in the environment
but also from everything that is
lurking just around the corner.

10. ACHIEVEMENT: More
significantly, clothes allow
enactments of power that
cannot be realised by the
naked body

11. Clothes enable us to gain admiration, to feel
superior. Through them we showcase our
strengths and hide our weaknesses.

12. EXPLORATION: A naked
body is uninteresting.
Clothes offer dissimilarity,
add variety and
excitement to our life, in
increasing interest by
what they show and
what they hide.

13. At bottom, in exploring
our appearance, what we
are really searching for is
our true self.

14. PROTEST: On an even more
profound layer of motivation,
as the body is inherently
standardized, clothes represent
a reaction against sameness.

15. Clothes help us reaffirm
our individuality, the
prerequisite of our very
existence. We act on our
body to prove that
anatomy is not destiny.

16. CONTROL: We wear
clothes to cover our
nudity, which reminds
us of our animalistic
nature. By their very
nature, clothes create
order and control.

17. As one of the most visible
forms of consumption,
clothing is the most
obvious signs of social
order and hierarchy.
Through conforming or
rejecting, social ranking
becomes visible.

18. BELONGING: The
wearing of clothes
marks us as equal
regardless of our social
status or natural
appearance. Clothes
are the social fabric
that enables us to
almost become others.

19. As a part of our self
wants to avoid standing
out in a crowd, being
noticed, uniformity
increases security. With
our clothes we feel
united as one body. We
can become really
attached to them.

20. REJUVENATION: As nakedness, in
our mind, equals authenticity but
also shame, we feel that in clothes
we are better people. Enveloping
ourselves in soft, easy clothes
dissipates all tension. Good clothes
make us feel good. New clothes
make us feel we are not just
different in appearance, but new
people.

21. In our unconscious, new
clothes mean rebirth and
renewal

22. At the bottom of modesty
lies the fact that we are
embarrassed about our
bodies

23. DESIRABILITY: Moving into
another layer of motivation,
clothes have the capacity to
imply something that may be
more powerful than reality. As
clothes act as worn invitations
to a rollicking nakedness
beneath, they make the wearer
feel desirable.

24. When we are alone we feel cold.
Acceptance and love feels warm.
Clothes are themselves objects of
desire, in an aesthetic human
sense that help us satisfy our
desire to appear better than we
actually are.

25. Tight jeans and skirts,
constricted waists in
combination with high
heels and a fragile
body, represent the
modern manifestation
of our need to always
voluntarily restrict
movement, which might
itself be evolutionarily
driven.

26. SELF-EXPRESSION: As clothes
capture the subtleties and nuances
of our personalities, we feel we
are expressed perfectly through
them. Through clothes personal
styles are created. Identities
constructed.

27. TRANSFORMATION: On the
innermost layer, our mind
imagines ordinary clothes as
objects capable of extending
our personality, of
transforming us into other
beings

28. As the body, (let alone
the personality) is not so
easy to change, clothes
had to be invented

29. In changing the
skin, we commonly
believe that we
are able to change
personality

30. Clothes change the
content. They have the
ability to change our
attitude and the attitude
of others towards us.

31. In a powerful seductive game of advancing and retreating,
the being is transformed into an array of essences

32. This map illustrates
the way some
major brands of
clothes are
positioned in the
consumers’ mind

33. Successful brands
coherently express
the fundamental
human motives
driving their
category

34. BRAND AVIATORS™
specialises in activating
the unique codes of your
brand, those that engage
people at a profound
human level using a
three-phase
methodology

35. Phase 1: Map the territory
The first phase of the methodology
deconstructs the fundamental human
motives driving the sales and profit of the
category, establishes the relevant
psychographic territories and reveals the way
that the brands are mapped in people’s mind

36. Phase 2: Give soul to your
brand
To be authentic and engaging,
narratives must always be sourced
from the core of the brand. The
second phase captures the core of
the brand, and mobilises its
genuine codes in order to satisfy
our common motivations relative
to the category.

37. Phase 3: Enrich people’s lives
Powerful strategies require
effective articulation. In this third
phase, the consumer proposition
is translated into ownable
experiences written in the
language that uses our primary
emotions as structural elements to
appeal to everyone.

38. BRAND AVIATORS™ are trusted by some of the world’s
leading companies:

39. (Re)define your brand through the
human fundamentals if you seek
to:
• Deeply engage people locally
and across cultures
• Develop genuine concepts that
work year after year after
year
• Align all brand communications
under one master idea
• Increase the ROI of all your
brand activities

40. My mission is to help clients
around the world build
brands that liberate the very
forces of life. Contact me now
for a free discovery audit by
clicking on the icon: