Denim jeans: A qualitative study of product cues, body type and appropriateness of use

The physical appearance of clothing has been shown to influence consumers’ evaluations and purchasing decisions. However, favorable product attributes may not always translate into a purchase. In order to gain a deeper understanding of what constitutes a consumer’s mind, denim jeans were used as the research vehicle and a qualitative research method was employed to illuminate underlying consumer motives. In total, forty-two female subjects aged from eighteen to twenty-seven years participated in this study. The results of this study reveal that the preferred jeans choices were closely related to the fit of the garment, body image, and appropriateness of use. Some informants preferred darker colors and specific jeans styles because these elements could enhance, accentuate, or conceal specific areas of their body. It is evident that the value of a pair of jeans is not derived from its function alone, but also from the meanings ascribed to them.