Measuring Apparel Design Attributes for Cross Cultural Product Development and Marketing

Measuring Apparel Design Attributes for Cross Cultural Product Development and Marketing

  The design process, involving Identification and differentiation of consumer derived benefits and then establishing product position, can be further complicated With the additional consideration of international market segments. This research details the second phase of a project originally developed to modify and validate an instrument measuring perceptions and preferences of garment design characteristics. In this second phase, a sample of 238 U.S. college age females was targeted to test twelve garments consisting of three styles, three fabric designs, and two fabric colorways as stimuli in generating evaluations of garment acceptance and potential purchase. Findings from the first phase, involving instrument development, are compared with findings derived in the second phase, concerning consumer evaluation of garments.