Relationship between behavioural factors and colour preferences for clothing

Abstract

The colour of clothing plays an important role in one’s emotional reaction and the selection of clothes, which in turn effects design, the fashion industry and sales. In our behavioural research involving the Slovenian population regarding the selection of colours, we used the results of opportunity sampling, i.e. a web survey using a sample of 204 respondents, who were invited to participate in the research using an email list sampling method. Our aim was determine how demographic and behavioural characteristics affect colour preferences for clothing. Demographic characteristics are not important in terms of the behaviour of different segments of the population, except with regard to gender. Nevertheless, we can use the results of the survey to make a correlation between colour and consumer characteristics. Those who are fond of the colour beige follow fashion trends more closely than the others, while the colour white is associated with those who follow fashion on web and in online shopping. On the contrary, consumers who prefer pink and purple primarily buy clothes in fashion shops. Those who prefer brown and beige enjoy the shopping experience more than others, while lovers of the colour pink are less inclined to buy clothes during sales than others. Consumers who prefer the colour blue are predominant in fitting shops, while those who prefer the colour black do not to buy clothes on Saturdays. Lovers of the colour blue stand out in terms of spending, while people who are fond of the colour white spend the most, although they prefer to buy less expensive clothes. People drawn to the colour grey prefer to buy less expensive jackets, while women who prefer the colour green also buy less expensive jackets. We recommend expanding the scope of the research to include historical determinants, fashion patterns, marketing communication and fashion brands, as well as other, more rational and speculative motives associated with a subject’s personality.