Helena M. De Klerk and Stephna Lubbe
The purpose of this study is to investigate the role of aesthetics in female consumers' evaluation of apparel quality during the decision‐making process.
Abstract
Purpose
The purpose of this study is to investigate the role of aesthetics in female consumers' evaluation of apparel quality during the decision‐making process.
Design/methodology/approach
A qualitative research style was followed and unstructured interviews and focus group interviews were chosen as data‐collection methods. A total of 45 unstructured interviews were held with 15 adult career women. The researchers used certain stimuli during the interviews, the aim of which was to give the participants something concrete to react to, and to put them in a specific decision‐making situation.
Findings
It was found that the sensory, emotional and cognitive dimensions of the aesthetic experience play a major role when female consumers evaluate the quality of apparel products during the decision‐making stage. The product's design and materials bring about these aesthetic dimensions. Especially colour and texture play major roles in bringing about the necessary aesthetic experiences.
Originality/value
Retailers and e‐tailers should purposively draw their customers' attentions to the linkage between physical properties that influence important functional properties that may play a role in the satisfaction that consumers will experience when wearing the item. Findings have further implications for retailers' and e‐tailers' fashion merchandising strategies related to buyers and visual merchandisers.