Abstract
The objective of this field research is to determine consumer's fashion sense and provide helpful information to manufacturers when planning designs and merchandizing strategies. This study's purpose was to observe what was being worn, colors and tones. The method of research was fixed point observation using digital photos. The subjects of the research were female college students, 18-22 years old. The T-shirt has become the representative item for casual and comfortable wear by the female college students. Pants and blue jeans were worn more often than skirts as a lower garment. This shows that the students think about their activities when choosing a lower garment. The majority of these students chose clothing that functioned well for their school activities. Among students that wore skirts about half wore a functional knee length while the other half wore a more fashionable mini-skirt. These students appear to care about both fashion and function. Blue was especially popular, with 70.4% of all lower garments being blue. This effect makes the body look thinner and may be one reason why blue is so popular. White is a popular color as an upper garment. White upper garments are easily matched with any color, while blue upper garments coordinate well with similarly colored blue lower garments. The distribution of upper garment color is significantly influenced by the seasons. Blue jean tones were many and varied, while upper garments were mostly weak tones and bright tones of pale, light and soft.
