Dress well ladies and the service is better
23 February 2006
by Richard
Conan-Davies
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The best possible service at a clothing store for women seems to be if they are looking fashionable and well-groomed. This is according to a study from Ohio State Univeristy co-authored by Sharron Lennon with Minjeong Kim now at Oregon State Uni. This study found that well-dressed and presented women received the friendliest and, in some cases, fastest service from salesclerks. "How well-dressed you are is one indicator of your status, and how much money you have to spend," explained Sharron Lennon, co-author of the study and professor of consumer sciences at Ohio State University. Their results were published in a recent issue of Clothing and Textiles Research Journal. In their study, two researchers observed 90 women who entered three mall-based clarge sized clothing stores (30 customers at each store). The researchers watched these 90 women's interactions with 13 different salespersons. Components of fashion measured were attractiveness of clothing, fashionability, formality, femininity, overall grooming, hair grooming, make-up, clothing fabric quality, accessory quality and purse quality. The researchers then looked at the friendliness of the salesperson. The only item discovered that was not related to friendliness of salespersons was the femininity of clothing. |
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