'4'. A - -o-. o A STUDY OF THE INFLUENCES AFFECTING THE SELECTION OF WINTER SKIRTS BY CERTAIN COLLEGE FRESHMEN WOMEN Thesis for the Degree 0T M. A. MICHIGAN STATE UNIVERSITY Margaret Dixon Reed 1961 ' ""3162 7" 'f-I‘zli ‘ I “A!" .3 .‘t‘i'f ‘ h ‘A LIBRARY "” Michigan State University TI ‘ A STUDY OF THE INFLUENCES AFFECTING THE SELECTION OF WINTER SKIRTS BY CERTAIN COLLEGE FRESHMEN WOMEN BY Margaret Dixon Reed AN ABSTRACT Submitted to Michigan State University in partial fulfillment of the requirements for the degree4 II 4.39 p < .05. 9.44 p < .001. Mix: II >4 II 7.68 p < .01. X = 4.90 p < .05. 57 the city and suburbs (62%) rated this more highly than those living in the city or suburban areas (45%). The significant differences in the ratings of these three criteria indicate that more of those living in small towns, rural non-farm and farm areas are concerned with factors relating to economy such as maintenance of good appearance and durability of fabric through wear. Family Size On the basis of family size, the groups did not differ significantly in their ratings of the criteria. Results of Analysis According to Classification of Criteria The criteria used throughout this study have been classified according to main features: Appearance, Social, Care, Wear, Comfort and Price. Six criteria were considered under the classification of appearance; five criteria were believed to have social aspects; six criteria were concerned with care; nine criteria were concerned with wear; two criteria related to comfort and one dealt with price. Appearance Analyzing the Appearance criteria showed but one significant difference between working mothers and non-working mothers. The criterion, "It fits the way I like" was 58 significant at the .05 level with more of the working mother group rating this more important than those with non-working mothers. Price Both the occupational and residence groupings revealed significant differences in their consideration of Price. More girls in the blue collar group and more girls living outside the city rated this most important with significant differences at the .01 level. Those within the lower occupational group were more conscious of the influence of Price on skirt selection. The relationship between place of residence and economic groupings was not established; however, it might be speculated that those living in small towns, non-farm rural areas and on farms were in relatively lower income groups than those living in city or suburban areas. Wear Several criteria relating to Wear features showed significant differences based on socio-economic variables. "The fabric will keep its color" was significant at the .05 level on the basis of two of these variables. More girls living outside the city rated this most important; more with working mothers rated this least important. A second 59 criterion, "The fabric will wear a long time" was also significant with girls outside the city and in suburban areas rating it most important. A third Wear criterion. "It will hold its shape during wear" showed significant difference vddflimore informants in the blue collar group rating this most important. 60 CHAPTER V SUMMARY The purpose of this research was to gain an under- standing of the clothing behavior of college freshmen women. The study has dealt with various practices and in particular, the factors used in selecting winter skirts. It was hoped that the similarity of selection criteria to ones used in the current North Central Regional project on the selection and use of winter skirts by ninth grade girls might contribute toward this larger area of understanding the adolescent and her clothing behavior. The socio-economic backgrounds of the two hundred freshmen women at Michigan State University indicated a heterogenous grouping of young women. They represented families with considerable variations in fathers' occupations and income groupings. Their residences reflected different environmental influences. One—half of the freshmen who completed questionnaires were Home Economics majors; the other group was comprised of girls with a variety of major programs of study. Within this framework of varying backgrounds and interests, their clothing practices have been discussed; factors considered important in winter skirt selection have been analyzed. 61 Most of the girls' fathers (32.5%) were grouped as professionals and proprietors of large businesses. The next largest grouping for fathers (18%) was in semi-professional roles. One-fourth of the families' incomes were in the range of $11,000 and over. Ten percent of the incomes were in the strata more nearly representative of the average American family's income of $5,000 to $5,999. A majority of respondents were city dwellers with the next largest grouping residing in a suburban area. One-third of all mothers were employed out— side the home. Informants with working mothers included more of the Multi Major group than those of the Home Economics group. Over one-half of the informants had at least one home— making course in high school. A significant difference existed between the Home Economics and the Multi Major groups in relation to the proportion having high school homemaking training. The average wardrobe of these college freshmen included twelve skirts for winter wear, the majority (three-fourths) of which were "ready~mades." A similar proportion was listed "carry-overs" indicating that the largest part of the college freshman's wardrobe does consist of clothing items worn in high school. The skirt described as "favorite" was a composite of different styles, fabric designs and colors. Wool was _ 62 the predominantly preferred fiber with almost equal preference for plain and plaid designs. Thirtyhfour percent named a pressed pleated skirt as their favorite; the slim tailored styled skirt was preferred by twenty-seven percent (27%). Almost one-half of the girls had been given skirts as gifts, the majority of which had previously belonged to someone else. Sisters were the most frequent means of supplementing one's skirt wardrobe. Home sewing played an important part in the clothing practices of these freshmen women. The majority of freshmen owned at least one skirt which had been made by themselves or by someone else. A significant difference established the relationship between the Home Economics and the Multi Major groups in respect to the proportion who made skirts. (Home Economics majors made more skirts.) The shopping patterns for a large majority of the girls (71%) included shopping companions during skirt selection. This practice was significantly more important for the Multi Major group than the Home Economics group. Skirts were usually purchased in both small and large department stores with the specialty shop second in importance. Those who owned less than twelve skirts tended to chose skirts in more different types of stores such as the chain department store, the Specialty shop and the department store than those owning a larger number 63 of skirts. The average purchase price of the skirts most recently acquired was $11.87, a price slightly higher than the price the group felt they usually paid. Those with a larger number of skirts in their wardrobes paid higher prices for skirts than those with fewer skirts. Color, Style, and Versatility were the main character- istics considered by these freshmen in selecting a skirt. Thirty-two percent, the largest proportion, indicated that a particular color or a pleasing color was the primary consideration in the selection process. These traits considered important corresponded to the group's ranking of twenty-eight structured criteria pertaining to Appearance, Social, Care, Wear, Comfort, and Price aspects of a skirt. Two of the highest ranking criteria pertained to color: "I like the color" and "Color goes with my other clothes." The criterion considered important by the largest number related to fit being satisfactory to the wearer. Generally speaking, criteria considered "most important" (related to features of the skirt itself such as fit, color, or the properties resulting from these attributes which include the maintenance of good appearance through wear. The importance of good appearance and in particular, the color aSpect, is in accordance with findings of other studies of the college-age groups. 64 The majority of respondents rated only one criterion. low in importance, "It makes me look older." Certain criteria relating to Care, Wear, Comfort and Social aspects were rated as least important in skirt selection. The size of one's skirt wardrobe seemed to have little influence on the ranking of these twenty-eight criteria. With the exception of the criterion, "The plaids match," no significant differences in ranking existed between those who owned twelve or more skirts and those with a fewer number. Similarly, the making of the majority of one's skirts did not greatly influence the ranking of criteria. The criteria ranked by the fifteen percent (15%) who made the majority of their skirts were essentially the same criteria ranked highest by the entire group. However, the home-sewers did rank as important several other criteria which concerned the relationship of construction practices and durability through wear. The ten criteria ranking high from the results of rating were further analyzed in terms of several socio- economic factors: fathers' occupations,mothers' employment. place of residence and family size. Only one of the six criteria relating to Appearance aspects was found significant in view of these variables: the criterion regarding fit was significantly more important for those with working mothers than for those with non-working mothers. A significant 65 difference in importance assigned to Price indicated a relation- ship between Price as a factor in skirt selection for those with fathers in blue collar occupations as well as those who resided outside the city. Several criteria relating to Wear features showed significant differences within these socio- eaanomic variables. There was a tendency for those who lived outside the city or those whose fathers were blue collar workers to consider these Wear criteria as most important in selecting a skirt. The groups did not differ significantly in their ratings according to analysis by family size. 66 CHAPTER VI CONCLUSIONS Shopping practices of the two hundred freshmen women in this study designate them as an important group of consumers. The size of their wardrobes and the cost paid for clothing have made this role of a consumer a significant one. Although some of the reported findings reflect this group's earlier Shopping practices in the high school period, these freshmen women will continue to be a part of the consuming public with accompanying responsibilities to themselves and to their families. Late adolescents view personal appearance as making a vital contribution to their social roles. The value placed on appearance has appeared throughout this study\on clothing practices and the particular criteria used in skirt selection. The group rated highly those criteria pertaining to Appearance aspects such as fit and color. Wear qualities of a skirt which would maintain good appearance over a period of time were also deemed important standards in skirt selection. Qualities resulting in the ease and expense of care were relatively less important in selecting a skirt. Although socio-economic factors in the group's back- ground indicated a heterogeniety of interests and values, a 67 certain degree of similarity was observed in the descriptions of the "favorite" skirts. The sameness of skirt preferences need not be confused with conformity to group patterns but may be the result of individual responses to ideas communicated through our mass media. The major sources of clothing ideas cited in this study revealed the importance of ideas transmitted from store windows, fashion magazines and seeing what others are wearing. The influence of these factors in shaping consumer desires should be recognized. Such an awareness of clothing influences as well as specific clothing practices is necessary for the initial understanding of the adolescent as a consumer. This study has dealt with certain aspects of clothing behavior with emphasis on determining the criteria by which skirt selections are made. It has not attempted to evaluate such criteria in terms of consumer satisfaction through wear. If clothes are important to the wearer and if clothes are judged success- ful in terms of satisfaction to the wearer, factors in consumer satisfaction also need to be explored. Such an area suggests studying the relationship between the criteria important in selecting clothes and ultimate satisfaction to the consumer. BIBLIOGRAPHY 68 69 BI BLI OGRAPHY Dearborn, George Van Ness. "The Psychology of Clothing." Psychological Monographs. Princeton, New Jersey, 1918. Diaz, Winifred E. "Instruments for Determining Characteristics of School Clothing Important to Ninth Grade Girls and Their Mothers." Unpublished Master's thesis, Iowa State College, 1959. Finlayson, Bliss B. "An Investigation of Consumer Motivation in the Selection of Sweaters as Related to General Personal Values." Unpublished Master's thesis, Cornell University, 1959. Flugel, J. C. The Psychology of Clothes. London: Hogarth Press, 1930. Hagood, Margaret J. Statistics for Sociologists. New York: Reynal and Hitchcock, Inc., 1941. Hartmann, George W. "Clothing: Personal Problem and Social Issue," Journal of Home Economics. XLI (June, 1949), p. 296. Hoffman, Adeline. "College Clothing Expenditures," Journal ofiHome Economics, LII (October, 1960), p. 665. Hurst, Patsy R. "Factors Influencing the Clothing Buying Habits of Teenage Girls." Unpublished Master's thesis, University of Oklahoma, 1958. Magrabi, Frances M. "Differences between Parents' and Daughters' Criteria in Selection of Eighth Grade Girls' Clothing." Unpublished Master's thesis, Iowa State College, 1958. O'Brien, Carol. "The Consumer in an Affluent Society," Journal of Home Economics, LIII (February, 1961), p. 82. Riesman, D., Glazer, N., and Denney, R. The Lonely Crowd. New York: Doubleday and Co., Inc., 1953. Rosencranz, Mary Lou. "A Study of Interest in Clothing among Selected Groups of Married and Unmarried Young Women." Unpublished Master's thesis, Michigan State College, 1948. 7O Spartans Womens League of Michigan State University. This We Do at MSU. East Lansing, Michigan, 1956. Stout, Dorothy R., and Latzke, Alpha. "Values College Women Consider in Clothing Selection," Journal of Home Economics, L (January, 1958), p. 44. Swanson, Charlotte. "Interrelationship Among Factors Related to Satisfaction in Sweaters." Unpublished Master's thesis, Cornell University, 1959. Thompson, Henrietta M. and Edmonds, Mary N. "A Minimum College Wardrobe for a Freshman," Journal of Home Economics, LII (October, 1960), p. 663. Tousignant, Rosanna P. "Fashion Acceptance by Selected College Students." Unpublished Master's thesis, University of Rhode Island. Treece, Anna J. "An Interpretation of Clothing Behavior Based on Social Psychological Theory." Unpublished Ph.D. dissertation. Ohio State University, 1959. U. S. Bureau of the Census. Current Population Reports, Consumer Income: June 20, 1960, Series P-60 N 34. Vener, Arthur M. and Hoffer, Charles R. Adolescent Orientations to Clothing, Michigan State University Agricultural Experiment Station Bulletin 882. March 1959. Warner, W. I., Meeker. M., and Eels, K. Social Class in America Chicago: Science Research Associates, 1949. Warning, Margaret. "Future Explorations in Home Economics," Journal of Home Economics, LII, (October, 1960). p. 647. Woodruff, Asahel D. "The Relationship between Functional and verbalized Motives," Journal of Educational Psychology, (February, 1944), p. 104. "New $10 Billion Power - U. S. Teen Age Consumer," Life, XXXVII (August 31, 1959), p. 78. APPENDIX 71 72 APPENDIX SELECTION OF WINTER SKIRTS Most girls look for different characteristics in the clothes they select. We are interested in your ideas on choosing skirts worn for the "colder weather" or winter season. If you are wearing some of these Skirts during this time of year, be sure to include them in your answers. 1. a. About how many winter skirts do you have for classes? b. How many of these skirts were purchased at a store? c. How many of these skirts did you have last winter? d. How many winter skirts did you have last year which you are not planning to wear this year?j“ e. Why did you stop wearing them? f. What did you do with them? A 2. Describe your favorite winter Skirt (for classes) by checking the characteristics below: a. Material: Cotton _____WOO1 ____ Nylon _+__ Dacron Rayon‘____ Acrilan ____ Acrilan and wool Dacron and wool ____ Nylon and wool Orlon and Woolq_?__ Rayon and wool. Felt Other Don't know 73 How did you identify the kind of material? Design of material: Plain Plaid Print Check Stripe Tweed Other Color: Name of color(s) — Pastel ____ Dark _____ Bright Style: Slim, tailored ____ Slim, tailored with kick pleat(s) ____ Pressed pleats ____ Unpressed pleats ____ Kilt-like ____ Wrap-around _____Circular ____ Gored Gathered ____ Other ____ Make: Name of brand if known Check if unknown Made by you Made for you How long have you had this skirt? About how often do you wear this skirt? How much longer do you anticipate wearing it? Do you have a winter Skirt which you wear less often than the others? Yes No If yes, describe those characteristics Which keep you from wearing it more often. 74 Do you have a winter skirt(s) Which you wear for special occasions? Yes ____ No If you do, please describe them (color, material, style) How many "Special occasion" skirts do you have? Do you have skirts that were given to you? Yes No Did any of these skirts previously belong to another person? Yes No If yes, name the relationship of person (aunt, sister, etc.) Do you or does anyone else make winter skirts for you? Yes ____ No If you have answered "no." please g9 on to question 8 Have you made winter skirts? Yes ____ No _____ In your present wardrobe, how many winter skirts did you make? If anyone else makes skirts for you, please list relationship to you In your present wardrobe, how many winter skirts were made by someone else? At what type of store(s) are your Skirt fabrics purchased? 10. HOW much did your last skirt fabric cost per yard? Do not know Number of yards bought Width of fabric Kind of fabric For what style of skirt? Do Do Do not know not know not know If most ofpyour skirts are made go on to question 13. 75 home or made for you, When do you decide it is time to begin shopping for a new skirt? At what type(s) of store do you usually buy your skirts? Mail order (catalog) Montgomery Ward, retail store Sears, Roebuck, retail store J. C. Penney Co. store Clothing specialty shop Large department store Small department store Five and dime store Other a. Does someone else usually shop with you? b. name) a. What was the cost of the winter skirt you most recently bought? b. IS this a usual price for you to pay? Yes c. What kind of material is it? d. What is the style? Yes No If yes, who usually shops with you? (Relationship not No 11.’ 12. 13. 14.. 76 a. Do you purchase any of your skirts during a "sale"? Yes No a. Do you find alterations are necessary in the skirts which you purchase? Yes No b. What kind of alterations? c. Who usually makes these alterations? While you are Shopping for a skirt you see one which you like -- one which you like well enough to try on. What might you have been looking for in a skirt? Suppose you have just purchased a skirt for classes. No doubt in making the final decision to buy this Skirt. you considered some characteristics more important than others. You have been given a packet of cards. As you read them, you will probably decide that some of the items are important for you; others are not. Would you sort these cards into FOUR PILES, ranging from "Very Important" to "Not Important." When the piles are completed, record the number of each card in the appropriate column. Pile 1 Pile 2 Pile 3 Pile 4 (very important) (Not Important) 77 Pile l Pile 2 Pile 3 Pile 4 (Very Important) (Not Important) 15. Where do you get ideas about the skirts you'd like to buy or make? Which of the following sources are more important to you? Place a number "1" before the one most important. number "2" before the one next in importance, and '3" before the one that is third in importance. Rank only 1 to 3. a. fashion magazines b. magazines of general interest c. television d. window shopping or in stores e. college board members in stores f. what others are wearing 78 g. best friends h. mother or father i. other (specify) 16. a. Did you have a part-time job or summer job this year? Yes ____ No_____ b. If yes, have you used your earnings for: most of your clothing expenditures some of your clothing expenditures none of your clothing expenditures For this school year, will your earnings cover: most of your clothing expenditures some of your clothing expenditures none of your clothing expenditures c. What types of clothes do you usually buy with your own earnings? We appreciate your ideas on selecting skirts. Will you fill in the attached form to complete your questionnaire. Thank you. 79 Major Date of birth Number in high school graduating class Activities and Organizations in which you participated during your senior year: List the names of any high school homemaking classes which you have taken: Height Weight Father's occupation (Describe in a sentence) Is your mother employed outside the home? Yes No Describe her job Into which of the following income groups would you say your family falls: less than $2999 $7000 to $7999 $3000 to $3999 $8000 to $8999 $4000 to $4999 $9000 to $9999 $5000 to $5999 $10,000 to $10,999 $6000 to $6999 $11,000 and over Is your home: within city limits suburban area small town rural non-farm farm Number of Sisters Ages Number of brothers Ages (name (name (name (name (name of of of of of 80 city and state) nearest city ) town) ' nearest city): nearest city) 10. ll. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. Its The 81 Criteria Used in Study price fabric feels soft It is warm enough for a winter skirt I like the color The It It It It color goes with my other clothes is what the other girls are wearing is suitable for my age is the latest style fits the way I like It will hold its shape during wear The The The The The The The The fabric will keep its color fabric will not snag fabric will wear a long time seams are wide enough to be altered hem is deep enough to allow for lengthening zipper and waist fastener are neat and secure stitching will not break plaids match It is machine washable It requires little ironing after washing The Skirt will keep its original appearance after washing -or dry cleaning. It won't Show lint 23. 24. 25. 26. 27. 28. It doesn't soil readily It can be drycleaned It doesn't wrinkle readily or wrinkles hang out The fabric will not get fuzzy It makes me look older My parents will like it 82 ROUM USE ONLY 1%». L ,- @363" ”C: 3”” W "‘"" "5" 31::— 4 ‘I‘j-r'i‘: 3:, W698” )2 f ' té'!*fiwk'¢'h%"’ - Mpg ‘ "‘ 5 Wm MW‘ W I We IIIIIIILIIILIILILIILIIIIIILILIIILIIIIIIIIIIIIIIIIIIIIIII 7835