The impact of color analysis in the marketplace as perceived by managers of women's apparel in specialty and department stores was examined. Participants indicated that color analysis has been increasing in importance to specialty and department stores since 1983 and is predicted to be even more important to both types of stores by 1989. Results indicated that both specialty and department stores display and merchandise by related colors and code item on racks by color analysis groups. Sales associates use knowledge of color analysis as a sales tool.
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