Maslow’s pyramid is a pyramid representation of human needs. Abraham Maslow organized the study of incentives and necessities in a codified way. As noted in Stoyan Stoyanov’s article “Analysis of Abraham Maslow’s Theory of Human Motivation,” the concept generalized in Maslow’s pyramid claims that people’s needs have degrees from lower to higher. The fulfillment of higher necessities comes only after the gratification of lower-order ones, such as nourishment and security.
The third and fourth degrees refer to the psychological needs domain. Once these are not satisfied, a man suffers acutely from the lack of friends, family, partners, and children. The following level is the demand for recognition, appreciation of other people, and stable high self-esteem. After all the lower needs are fulfilled, a person reflects on his or her place and worth in life. In this context, we can talk about marketing strategies for clothing using Maslow’s pyramid.
To satisfy the lower levels of the pyramid of needs, it is necessary to offer comfortable clothes, easy to wear and wash. This could be a one-color, wide-cut sweatshirt or comfortable basic blue jeans. To satisfy the person’s psychological needs, clothing should make the person feel more confident to satisfy the third and fourth levels. For example, it can be a stylish pullover with vertical stripes, making a person slimmer.
To meet the fifth need – recognition, it is necessary to offer things that emphasize a person’s high status. Here one can use expensive fabrics, such as a silk dress in linen style. It is possible to emphasize the image with white gold jewelry, adding status but retaining the delicacy. Hence, the direct implementation of Maslow’s pyramid in marketing implies an analysis of clients’ and buyers’ needs, which a company addresses. The overall concept of such marketing is to pursue the tendencies of the needs market, considering the demands under Maslow’s pyramid.