Some personality traits of frequent clothing buyers

This study examined several personal characteristics of frequent clothing buyers. The data came from a survey of 533 adult consumers including college students and non‐students. As shown in prior studies of clothing as well as other products, the heavy users in this study described themselves as involved, innovative, and knowledgeable, and as opinion leaders. They were also more likely to view new fashions as a means of expressing social and personal identity than light users. These traits were consistent for both men and women of all ages. Moreover, the psychological constructs were more strongly associated with usage than were levels of age, education, and income. The findings extend a profile of frequent clothing buyers and support an argument that heavy usage of many product categories is associated with similar psychological traits.