| Consumers' attitudes toward artwear garment purchases were examined in this descriptive study. An adopted and revised questionnaire was used to obtain data for statistical analysis that would benefit artwear designers in the area of marketing by identifying six factors. Consumers' motivations for purchasing garments, such as social reasons, seeking to be unique, and specific attributes of apparel design are discussed. The findings indicate that the target consumer is female, white, between the ages of 45 to 64, well educated, a professional and/or in the field of arts, with discretionary funds. Clothing characteristics that are important to the purchaser are, practicality of the garment, how the garment reflects individuality, style longevity, confidence while wearing the garment, color of the garment, and marketing influences. In addition to this information, this study suggests that designers need to identify the preferences of their particular clientele to increase sales. |
