Consumers Report



Try getting inside the head of a woman. Freud did, and 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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