The Effect of Women′s Self-Image on Image Evaluation and Selection in Clothing Styles

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The purpose of this study is to investigate the influence of women's self-image on image evaluation of clothing self-image, and on their selection of clothing styles by situations. The subject of investigation was 500 women above 20 living in Daegu. 6 types of clothing styles including classic, casual, elegant, dramatic, romantic, and mannish and 7 social situations including shopping near house, shopping in a busy street, cultural center, wedding ceremony, dinning out, alumni meeting or fraternity meeting, and couples meeting were used for this study. Data analysis was performed using SPSS package, which included factor analysis, reliability test, cluster analysis, ANOVA, and X²-test. The results are summarized as follows. 1. Adult women could be classified into 4 groups such as the passive mannish, the passive feminine, the active mannish, and the active feminine by their self-images. 2. There were different opinions on each clothing style by self-image. In the image of each clothing style by self-image groups, the passive feminine group considered classic style having effect to make people look tall, mature and elegant style to make people look active and charming. Also, they rated the boldness of dramatic style and the activeness of mannish style high. The active feminine group estimated the boldness of mannish style high. 3. Selection of clothing style differed according to various situations. More formal the situation was, more classic style tended to be selected and for less formal situation, mannish style was selected.