WCSE

Brand or Clothing Function? Consumer Preference Analysis on Clothing Apparel Attributes and Design: A Conjoint Analysis Approach

Abstract— The fashion industry has been continuously growing over the years, yet it is one of the industries that was greatly affected by the COVID-19 pandemic. The different clothing apparel has been seen to closed in some areas due to the strict lockdown implemented by the government and has shifted to e-commerce. However, there is still a decrease in the market due to the „need for touch‟ before the consumers purchase apparel. The purpose of the study was to determine consumers‟ preference for clothing apparel attributes during the COVID-19 pandemic using conjoint analysis. There were 457 respondents who voluntarily participated and answered an online questionnaire which was distributed using convenience sampling approach. The results showed that brand was the most important attribute (43.582%), followed by clothing function (26.34%), assortment (14.523%), place of purchase (9.448%), and shopping intention (5.837%). In addition, the best combination was Uniqlo as the brand, clothing for comfort, garments, and non-garments as assortment, purchase at boutique, and for everyday use. The study suggests utilizing the findings of this study to promote marketing strategies and create market segmentation from the results. Finally, the innovative findings of the study could be applied and extended for evaluating fashion industry even in other countries.

Index Terms— component, consumer behavior, fashion industry, COVID-19 pandemic, conjoint analysis, consumer preference.

Maria Arielle Cleofas
School of Industrial Engineering and Engineering Management, Mapua University, Philippines
Yogi Tri Prasetyo
School of Industrial Engineering and Engineering Management, Mapua University, Philippines
Ardvin Kester S. Ong
School of Industrial Engineering and Engineering Management, Mapua University, Philippines
Satria Fadil Persada
Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Indonesia

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Cite: Maria Arielle Cleofas, Yogi Tri Prasetyo, Ardvin Kester S. Ong, Satria Fadil Persada, " Brand or Clothing Function? Consumer Preference Analysis on Clothing Apparel Attributes and Design: A Conjoint Analysis Approach, " WCSE 2022 Spring Event: 2022 9th International Conference on Industrial Engineering and Applications, pp. 1269-1279, Sanya, China, April 15-18, 2022.