A survey of young girls' fashion attitudes : fashion interest, store patronage, satisfaction with fit and reference groups
Drake, Erin Heather
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The purpose was to investigate tween girls, ages 9 to 15, in terms of fashion interest, store patronage, satisfaction with fit and reference groups. The sample was recruited from area 4-H and Girl Scout members. A total of 206 usable surveys were returned. Frequencies were used to describe the data and Pearson correlation analyses tested for relationships among the variables. Results indicated that four of the hypothesized relationships were significant (fashion interest and satisfaction with fit of clothing, reference groups and store patronage and reference group and store patronage) and two were not significant (store patronage and satisfaction with fit of clothing and reference group). Mean scores indicated that the sample had a high interest in fashion, were likely to patronize more than one type of store format, had high satisfaction with fit of clothing and saw parents as an influential reference group. Limitations and implications are discussed.