Correlation between Personal Image and Clothing Image

Abstract

This research is based on the assertion of Bertrandis that the psychological concepts in the field of clothing and fashion industry have not been investigated enough. The goal of this analysis is to find out answers to the question of the correlation between personal women‘s image and image of desirable clothing brands. The investigation was conducted on a sample of 160 women. 15 dimensions of actual personal image and ideal personal image compared with the image of a brand of desirable garment brand were analyzed. The canonical correlation was used in the analysis. It was found out that there was a tight correlation between actual personal image and image of the desirable garment image, and the correlation between personal image and the image of desirable garment is still more pronounced. The results obtained are useful in the planning area of marketing and communication mix, in particular in the area of advertising and personal sales.