BOHR International Journal of Advances in Management Research

The intention of this study is to inquire into the consumer clothing experience of women. The interpretive method used in-depth interviews about their experiences with the fitted clothes. This research shows that discovery is related to the creation, development, and maintenance of clothing mainly through product experience aesthetics, which are positive emotions such as the aesthetic characteristics of products. It was found that style, color, patterns, product design, and materials create this aesthetic experience. The researchers have used in the interviews certain stimuli that aim to identify consumer decision-making regarding the aesthetic aspects of apparel products. The results of this study show that the female aesthetic experience, especially color and texture, plays a crucial role in creating the necessary aesthetic experiences. This study concluded that aesthetics play an important role in purchasing decisions for clothing.