Perceptions of Successful Apparel Products

Abstract

This research was designed to explore professional women's perceptions of the successful apparel product, the number of their shopping trips per year, and the frequency with which they found apparel they liked to purchase. A content anal ysis was used to reveal differences in product descriptions, using the criteria of relation to product, situation, and self. The successful product was described in more detail and with more content of situation and self. As respondent ages increased up to 40, descriptions shifted from emphasis on product characteristics to a more abstract definition of the category.