The purpose of the study is to investigate the types of apparel usage situations percieved by female consumers. Data (N=132) were collected via a questionnaire developed on the focused group interviews and previous studies. By multidimensional scaling...
The purpose of the study is to investigate the types of apparel usage situations percieved by female consumers. Data (N=132) were collected via a questionnaire developed on the focused group interviews and previous studies. By multidimensional scaling (MDS) analysis, two dimensions of perceptual criteria on apparel usage situations are identified: formality, and normative aspects of apparel style. Results indicate that apparel usage situations perceived by female consumers can be classified into four major types: (1) Formal-Normative Situations, (2) Informal-Normative Situations, (3) Informal-Normless Situations, and (4) Formal-Normless Situations.