Consumers' Conceptualization of Apparel Attributes

Abstract

The purpose of this research was to a) generate a composite list of apparel attributes, b) arrange the attributes in conceptual categories and dimensional levels, and c) examine the attributes in ways that are useful to different types of retailers. Five focus group interviews were conducted with 31 female consumers in four midwestern towns. The focus groups were designed in a three part format to parallel some of the evaluation processes in different types of retail settings. Four conceptual themes and 79 attributes emerged based on the content of the data. The themes were physical appearance, physical performance, expressive, and extrinsic. Themes varied in the unidimensional and multidimensional nature of their attributes. Saliency of the attributes varied in the three parts of discussion which has implications for different types of retailers. Participants were concerned about physical appearance and expressive response when viewing catalog photographs and narrative copy. Concern heightened for physical appearance and diminished for expressive attributes when actual garments were examined. Recommendations and hypotheses for future research are provided.