The objective of this study was to explore aesthetic aspects of clothing design. Evaluations of the attractiveness of men's tailored clothing by men and women were analyzed, focusing on the influence of aesthetic attributes and consumer characteristics. An individual-subject analysis of variance, based on a conjoint model with interactions, showed evaluations were affected by aesthetic attributes, configurations of aesthetic attributes, and consumer characteristics. Theoretical and managerial implications of the results for retailers and fashion marketers are discussed.
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Molly Eckman (1997) studied this question.
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