Abstract

The purpose of this study is to investigate how one's visual evaluations are affected by variations in internal designs of tailored jackets. Major findings are: 1. Of the 35 pairs of adjectives, the factor analysis singled out the following five major factors (total variance of 55.62%): elegance, maturity, neatness, hard/softness, and evaluation. 2. The image of tailored jackets were found to be significantly affected by the length of its collar: jackets with long collar were perceived elegant, graceful, neat, mature and slim. 3. The number of buttons was also found to have significant impact on the image of tailored jackets: A one-button jacket, single or double, was perceived graceful, mature, formal, neat, natural, brisk, slim and so on. Its image deteriorated as the number of buttons increased. 4. Single jackets were found to be significantly different from Double jacket in their images. The former were perceived elegant, neat, and natural.

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