Effects of Physical Quality and Brand Labeling on Perceptions of Clothing Quality

The effects of brand label and physical quality on perceptions of quality of clothing were investigated using a 3 × 2 complete factorial, between-subjects experimental design. 78 women individually examined and rated the quality of one of two similarly styled skirts. For half of the subjects, the skirt was high in quality, and for half it was low in quality. In addition, the skirt had either a nondesigner brand, a designer brand, or no brand-label attached to it. Analysis of variance indicated that perceptions of quality were higher for the skirt of high quality and for the skirt with either a designer or nondesigner label. Perceptions were marginally related to subjects' awareness of fashion as measured by a Fashion Knowledge Awareness scale.