Try getting inside the head of a woman.look at all the controversy it brought him.The following list is a bit more scientific. Consumers answered a variety of psychographic questions about shopping,buying and wearing clothing,then the sample (25,000 respondents)was weighted to project the U.S.population.



Responses of females 18+ ranked in descending order based on the percentage of the population agreeing with each statement.



1



Comfort is the most important factor in what clothes I buy.



83% of the population or 87.4 million people agreed with this statement.







2



I stick with clothing styles that have stood the test of time.



64.3% of the population or 67.6 million people agreed with this statement.







3



Functionality is the most important factor in what clothes I buy.



55.8% of the population or 58.7 million people agreed with this statement.







4



Clothes sold at discount department stores are as good as those from department stores.



55.7% of the population or 58.5 million people agreed with this statement.







5



Many similarly priced clothing brands look alike.



51% of the population or 53.8 million people agreed with this statement.







6



Regardless of the type of clothing I’m shopping for, I always look for my favorite brands.



38.7% of the population or 40.8 million people agreed with this statement.







7



I am uncomfortable wearing clothes that are different from others.



34.8% of the population or 36.7 million people agreed with this statement.





8



I like to experiment with new clothing styles.



31.9% of the population or 33.6 million people agreed with this statement.







9



Most everything I wear is of the highest quality.



31.4% of the population or 33 million people agreed with this statement.







10



Top designers make quality clothes.



26.3% of the population or 27.7 million people agreed with this statement.







11



I no longer wear a lot of the clothes I wore a year ago because they have gone out of style.



16% of the population or 16.9 million people agreed with this statement.







12



A designer label improves a person’s image.



11.9% of the population or 12 million people agreed with this statement.







SOURCE: SIMMONS MARKET RESEARCH, NEW YORK: 2002 APPAREL PSYCHOGRAPHIC STATEMENTS REPORT.

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