Psychographic

In 1984 there was an increased amount of conspicuous consumption, which is defined as, lavish spending on goods and services acquired mainly for the purpose of displaying income or wealth, mostly in part due to new found prosperity. Trends such as the business women, and the trophy wife arose during 1984, and power dressing came into play, and was all the rage. The Trophy wife meant dressing the part and of course living like the rich, even if you only dressed the part. Obsession with this trend arose with help from the media since that was starting to play an even larger role in the everyday life of the average American. Television soap opera Dallas and Dynasty had much to do with lavish lifestyle people were trying to acquire as well. Also as women found a more permanent place in the office, their wardrobes needed to be expanded and altered. Dressing the part for work was essential in business success, which is where power dressing really hit it's mark.