A Comparison of Evaluation for Clothing Photographs in Catalog their Actual Clothing

The research was to compare the evaluation of photographs of clothes shown in the catalog (designated “catalog clothes”) and the actual clothes in terms of “materials”, “images”, and “comprehensive evaluation”. A total of 173 junior college women students first examined 7 catalog clothes on 20 evaluation items, and then examined the actual clothes on the same items 4 to 7 days later. They calculated the average evaluation values in each items and examined the differences between the catalog clothes and actual clothes. Five out of 7 kinds of the catalog clothes and actual clothes showed significant differences in more than half of the 20 evaluation items. The significant differences between the catalog clothes and actual clothes were especially striking in the following items : “transparent”, “smooth touch” and “glossy” in the aspect of “materials”, “loud”, “sexy”, “bright”and “fashionable” in the aspect of “images”, “desirable”, “want to wear” and “want to buy” in the aspect of “comprehensive evaluation .”