Comparison of Information about the Quality of Apparel in Three Retail Formats

Abstract

Multiple options are available for selection and purchase of apparel including in-store, catalogue, and Internet. The present purpose was to compare information about quality available to consumers in three retail formats. Students studying quality of apparel selected a product which could be purchased in each of the three formats, completed an evaluation from both a consumer's and preprofessional perspective, and made recommendations for improving information on quality. A total of 413 recommendations were categorized and tested for independence. Students had similar expectations for cues of quality across Internet, catalogue, and in-store formats including fiber content, country of origin, 3-dimensional information about fit. color accuracy, size charts, and strong customer service. Students expected a uniform array of information on quality regardless of the shopping format. Merchandisers must be aware of the total image across formats and be prepared to explore methods for improving communication of information on quality in each.