Aesthetic and Utilitarian Qualities of Clothing: Use of a Multidimensional Clothing Value Model

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Abstract
The purpose of this exploratory study was to investigate consumers' valuation of clothing and accessory items on the basis of aesthetic and utilitarian qualities. Differences in dollar amounts consumers said they would be willing to pay for the items served as indicators of valuation. Data were collected from 102 female shoppers at a regional mall in a north central city. Analysis of variance and Tukey post hoc comparisons were used to determine whether differences existed be tween the dollar amounts that consumers said they would be willing to spend for the clothing and accessory items. The findings indicated that subjects were willing to pay the most for high aesthetic items regardless of utility and the least for low aesthetic, low utility items. Demographic variables such as age, income level, marital status, number of children, race, occupation and educational level were not significantly related to dollar amounts that subjects said they were willing to spend.

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