A Comparison of Korean and American Consumers′Preference on Formal Wear Fabrics

This research investigated the difference in fabric preference over formal wear attire of 1999 Spring/Summer season between Korean and American female consumers. 25 Korean and 25 U.S.A. fabrics were used as fabric samples, and the respondents for the survey included 50 Koreans and 50 Americans in the 20s and 40s age groups. All six population groups showed similar dislike rankings toward the total fabrics (n=50). When the Korean fabrics and the U.S.A. fabrics were considered separately, the 20s and 40s age groups, especially between Korean 20s and Korean 40s, showed significant similarities in the dislike rankings. When the dislike preferences between Korean fabrics and U.S.A. fabrics were examined for different population groups, all the groups showed somewhat similar dislike rankings and in all cases U.S.A. fabrics were disliked more than the Korean fabrics. The most apparent difference in the physical characteristics of disliked fabrics was observed in jabric color. The Americans, especially the 40s age group, disliked fabrics with dark compound colors, whereas the Koreans in all age groups dislike fabrics close to bright pure colors.