Use of personal color and purchasing patterns for distinguishing fashion sensitivity

Abstract

In this research, we focus on customers with high or low fashion sensitivity to determine how they differ regarding their color choices and the garments that they purchase. Customers with high fashion sensitivity tend to purchase items that are more expensive than those purchased by customers with low fashion sensitivity, and therefore the high-sensitivity customers contribute more to sales. Furthermore, the purchasing characteristics of customers with high fashion sensitivity represent important information for product development. We ascertain these features by comparing two customer groups based on purchasing data from e-commerce apparel sites, including customer ID and garment color information, and also questionnaire data. Specifically, we enumerate emerging patterns to make a classification model of high or low fashion sensitivity by adding information about personal color preferences based on color psychology using the concept of four seasons.