Relationship of Fashion Awareness and Clothing Economic Practices

Abstract

The Sproles Consumer Interest and Priorities questionnaire was administered to the 3,036 members of Home Economists in Business (HEIB) in order to test the hypotheses that the data would reveal: (1) significant correlations between fashion awareness and clothing economic practices, and (2) identifiable con sumer profiles, concerning economic attitudes and activities, applicable to in dividuals exhibiting either high or low fashion awareness. Positive correlations were observed between fashion awareness responses and the concepts that: (1) clothing quality is more important than price, (2) shopping for clothing is a plea surable activity, and (3) much time is devoted to shopping for clothing. Signifi cant differences were observed between persons exhibiting either high or low fashion awareness in the degree to which: (1) shopping for clothing was per ceived as a pleasurable activity, (2) time was devoted to shopping for clothing, (3) clothing was purchased on impulse, and (4) the monetary aspects of clothing were emphasized.