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MEN AND WOMEN DON'T DRESS ALIKE, BUT THEY DO BUY ALIKE. CLOTHES SURVEY REVEALS LITTLE DIFFERENCE BETWEEN SEXES.

 MEN AND WOMEN DON'T DRESS ALIKE, BUT THEY DO BUY ALIKE.
 CLOTHES SURVEY REVEALS LITTLE DIFFERENCE BETWEEN SEXES.
 NEW YORK, April 13 /PRNewswire/ -- Although men and women usually dress very differently, a nationwide survey reveals that they choose their new clothes in a remarkably similar fashion.
 Actually, fashion may not be the fitting word: According to the survey of both sexes, the single most important factor in the clothes- buying decision is, overwhelmingly, price.
 Nothing else even remotely approaches the power of the price tag. Not fashion. Not the name of the designer. Not the color.
 Not even sex appeal.
 The survey was initiated by She Knows!!, manufacturers of women's junior sportswear, and was conducted for the clothing company by a consumer research organization.
 In releasing the results of the survey, She Knows!! President Charles Polin, said, "Clearly, in today's economy, the American consumer is buying clothes based primarily on price and value, with all other factors relegated to minor roles."
 A statistically-representative national sampling of 500 women and 500 men took part in the survey.
 The 1,000 participants were asked: "What is most important to you when you buy clothing?" Here's how they responded:
 -- Price 52 percent
 -- Fashion 19 percent
 -- Manufacturer or designer name 9 percent
 -- Color 6 percent
 -- Sex appeal 2 percent
 -- Other 9 percent
 -- Don't know/no answer 3 percent
 Here's how the question was answered by each sex:
 What's most important to Women Men
 -- Price 55 percent 49 percent
 -- Fashion 20 percent 18 percent
 -- Manufacturer or designer name 7 percent 11 percent
 -- Color 6 percent 7 percent
 -- Sex appeal 2 percent 2 percent
 -- Other 8 percent 11 percent
 -- Don't know/no answer 3 percent 3 percent
 Polin said other responses to the "What's most important when you buy clothes?" question included: "Nothing. I make all my own clothes," "What my mother likes," "It shouldn't shrink in the rain," "dull colors," "whatever fits," "It has to look good in fluorescent lighting," "It depends if I'm looking for something to wear for mornings or for afternoons," "Something that makes me look suave," and "100 percent fabric."
 Polin noted that, according to the American Apparel Manufacturers Association, American women spent $59.4 billion in clothing in 1991, while men spent $32.3 billion -- for a total of $91.7 billion.
 She Knows!! is a division of the Kellwood Company (NYSE: KWD) (a Fortune 500 company), one of the world's largest manufacturers and marketers of apparel and home fashions.
 -0- 4/13/92
 /CONTACT: Charles Polin, president of She Knows!!, 212-944-6767/
 (KWD) CO: She Knows!! ST: New York IN: REA SU:


AH -- NYFNS1 -- 7513 04/13/92 07:30 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Apr 13, 1992
Words:441
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