A Study on the Evaluation of the Fashion Aesthetic Value

Abstract

:The main subject of our paper is to evaluate qualitatively the ambiguous fashion value. As this approach, we have adapted the repertory grid. The merit of this repertory grid approach is to use the laddering methods which analyze the human cognitive structure. Already the fashion marketing has described qualitatively the cognitive and affective value of the fashion consumers. The fashion marketing has called this fashion value "wearable needs". As the research method, the first step choice the small sample group in order to elucidate the "Love Metaphor". Then we interviewed the students about the picture they loved. According to the interview analysis we constructed the repertory grid of "Love Metaphor".