| Abstract: | While sleepwear has been more stable than other facets of the apparel industry, sales have decreased. This research explored acquisition of sleepwear by college women, desired attribute characteristics, and preferred styles using an author-developed questionnaire. Most sleepwear was self-selected from department stores. Preferences were for natural fibres and knit fabrics, followed by satin. Comfort was the attribute ranked highest; brand and sexiness were ranked lowest. Preferred styles were: tops (crop and camisole) and pants short and tap (French knickers style)], T-shirts, and man-tailored shirts. Personality types were determined using the Myers-Briggs Type Indicator (MBTI); most of the participants were intuitive-feeling types. No significant relation between sleepwear preference and personality type was found. Manufacturers and retailers need to be aware of the market diversity and capable of adapting to consumer needs, identifying consumer needs and preferences and effectively targeting markets are crucial to economic success. Implications are discussed. |
