Understanding the preferences of males at different ages for plaid shirts

Abstract

Purpose Except the physiological comfort, the design aesthetic of plaid shirts is the decisive factor affecting the purchase decision making of consumers. However, as there is subjectivity and indeterminacy in evaluation of the aesthetic, current research in the literature has little information about the appearance design of checks. The purpose of this paper is to extract the check design features, which influence consumer evaluation, and determine the preferences of men of different ages for the check designs, and the preference differences between them. Design/methodology/approach Through cluster and preference experiments, the perception and evaluation of the subjects were gained. By cluster analysis, typical classifications of check designs were fixed. With Multidimensional Scaling (MDS) algorithm, users’ perceptual space was revealed as to the plaid samples. In the PREFMAP analysis, results of the ideal vectors of men of different ages were drawn. Findings The study results revealed four typical classifications of check designs, identified three design dimensions that had effects on users’ evaluation, and built the relationship between design features of checks and consumer evaluation. Besides, in the study, the differences in preference for check designs between men of different ages were also explored. It was found that young men liked modern check designs, but disliked “small and complex” check patterns. Middle aged men preferred dark and cool colors, with dislike for “youthful vigor style.” While they cared more about check colors, young men attached more importance to the design style. Originality/value Currently, there is little information in the literature about the evaluation of pattern design. In this study, the use of MDS and PREFMAP analysis reveals visualized complex statistical results. The visualization approach is also applicable to design and positioning of other apparel, and can help designers better understand and position design styles and effects, given their consumer groups and design samples.