Search results

1 – 1 of 1
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 29 February 2008

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.

6199

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

1 – 1 of 1
Per page
102050