Apparel Descriptions in Catalogs and Perceived Risk Associated with Catalog Purchases

The present study had two overall objectives: (a) to identify and clarify important yet inadequate information in a catalog's apparel descriptions, and (b) to test if clarifications of the descriptions altered consumers' perceived ability to evaluate the garments and the degree of perceived risk associated with purchasing the garments. The two-phase study consisted of focus groups and an experiment. A total of seventeen female focus group participants evaluated information about the sizing/fit, color, fabric/fiber content, style/detail, and laundering instructions of garments within the catalog, as well as general information regarding the catalog and retailer. Per the suggestions of the focus group participants, the investigated garment descriptions were altered to include additional sizing/fit and fabric/fiber content information. An experiment was conducted to test whether the changes made to the descriptions influenced consumers' perceived ability to evaluate the garments, as well as consumers' perceived risk associated with purchasing the garments. Results indicated that changes made regarding the fabric/fiber content increased participants' perceived ability to evaluate the garments, whereas changes made regarding the sizing/fit did not. Furthermore, the results did not support the notion that either type of change would alter the degree of perceived risk associated with purchasing the garments.