Consumers ReportTry 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.1Comfort is the most important factor in what clothes I buy.83% of the population or 87.4 million people agreed with this statement.2I 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.3Functionality is the most important factor in what clothes I buy.55.8% of the population or 58.7 million people agreed with this statement.4Clothes 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.5Many similarly priced clothing brands look alike.51% of the population or 53.8 million people agreed with this statement.6Regardless 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.7I am uncomfortable wearing clothes that are different from others.34.8% of the population or 36.7 million people agreed with this statement.8I like to experiment with new clothing styles.31.9% of the population or 33.6 million people agreed with this statement.9Most everything I wear is of the highest quality.31.4% of the population or 33 million people agreed with this statement.10Top designers make quality clothes.26.3% of the population or 27.7 million people agreed with this statement.11I 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.12A 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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