Perceived Fashionability Of A Garment As Inferred From The Age And Body Type Of The Wearer

Abstract

Implicit personality theory predicts that individuals will make judgments of others based on salient visible cues in the absence of other information. This research examined the effects of age and body type of the wearer and the cur rency of fashion detail of the garment on the perceived fashionability of the gar ment. College‐aged female respondents (N= 90) rated the fashionability of six garments, three dresses and three suits with varying fashion cues. The models wearing the garments represented three levels of age and body type. Subjects responded to a unipolar adjective trait scale. Results indicated that the respon dents used cues provided by the age and body type of the model in addition to fashion detail in making judgments of garment fashionability. Whereas past re search has shown that clothing worn by a person affects judgments of that person, these results clearly show that the person wearing the clothing also af fects judgments of the clothing.

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