Men's Preferences Among Selected Clothing Items

Excerpts from the report Introduction: This is the second preferences study directed to the problem of the competitive position of various fibers in selected articles of clothing. Information about consumer preferences is helpful not only to those who are concerned with the problems of marketing the finished clothing products, but also to those who are concerned with the technical problems of improving fibers used in clothing, or with the design, manufacture, and fabrication of clothing. To a considerable extent, these preferences determine the final choice of the consumers, and consequently the ultimate use made of various farm products in these particular articles of clothing. To obtain a picture of the preferences of men 16 years old and over in some of their most important clothing purchases, this survey was conducted to represent all men in the United States in this age group, excluding transients, those in institutions, and those in the armed services. The findings reveal the relative preference that male consumers express for the competing fibers—cotton, wool, rayon, nylon, and their mixtures—in certain selected articles of clothing. Also shown are the beliefs men say they have regarding the advantages and disadvantages of each of the competing fibers in these garments. These beliefs, at times factually correct and at times incorrect, show the desirable and undesirable features consumers believe these fibers have for use in each of the selected items.