Over the last decade, demand for brand name apparel products in both discount and department stores has continued to rise. A better understanding of the brand oriented customer is needed to assist businesses in producing and marketing apparel products to meet consumer needs. The purpose of this study was to determine if apparel selection criteria (quality proneness, fiber consciousness, easy care preference and "made in the USA") were predictors of female consumers' brand orientation. A sample of 383 female consumers (ages 25-44) completed a mailed instrument concerning brand orientation and apparel selection criteria. Forward stepwise regression analysis revealed that quality proneness and "made in the USA" were predictors of brand orientation. Results have implications for educators in planning consumer programs and retailers in planning product and promotion mixes, understanding target consumers, and refining training programs.
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