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Consumers' Concepts of Fabric: A Marketing Study of the Relative Importance of Fabric Characteristics in the Selection of Women's Clothing

Author

Listed:
  • Nolan, Francena L.
  • Levine, Daniel B.

Abstract

Excerpt from the report Summary: In ranking a pre-selected list of fabric characteristics in women's dresses, three characteristics stood out as important to women as consumers regardless of occasion or season: (1) Ability of the fabric to hold shape; (2) degree to which the fabric will or will not wrinkle; and (3) color fastness. Cost was also an important consideration even though homemakers may be willing to pay quite different amounts for a dress. The income level of consumers may vary, but even those at the upper end of the economic scale do not ignore costs. In most respects, then, manufacturers of women's dresses appeared to be doing an excellent job in meeting the needs of consumers. Improvements such as wrinkle resistance, no-iron, and nonsag made in the past few years are rapidly being accepted as essentials in a fabric. However, in some areas, the characteristics have not yet met the hopes of all consumers. There is still room for product improvement.

Suggested Citation

  • Nolan, Francena L. & Levine, Daniel B., 1959. "Consumers' Concepts of Fabric: A Marketing Study of the Relative Importance of Fabric Characteristics in the Selection of Women's Clothing," Marketing Research Reports 311164, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    • Handle: RePEc:ags:uamsmr:311164
    DOI: 10.22004/ag.econ.311164
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