FASHION VERSUS MUSIC

BB JULIE

On the Runway…

• 1858 - First couture fashion house established in Paris• 1914-1918 (WW1) – women wear pants and work in

factories• 1920’s – promiscuous clothing • 1950 – heels used as sign of elegance• 1968 – comfortable, elegant clothing adopted• 1974 – men’s fashion takes off• 1990 – cozy, romantic designs• Present day – social status is highly reflected through

material items such as clothing and fashion

Store Tactics

• Number of studies done to support that music volume and music genre played in store affects consumer purchases

• Professional studies indicate that stores utilize music in order to increase spending

Research…

• Observe the gender distribution within mall• Compare the most popular stores for each

gender • Compare the most popular genre of music

between the ages of teenagers • Compare the most common genre of music

within most popular stores of each gender

Procedure!

• Go to the mall on numerous days and at different times

• Ask every third person that walks by a set of questions

• Observe type of clothing people are wearing during trip to mall

Personal Thoughts

• Gender population– More females than males

• Most popular store– Female: Forever 21– Male: Sports stores

• Most popular music genre– 13 to 15: pop– 16 to 22: hip hop

• Music and Store– Association will exist

Gender Population!Gender Distribution

MaleFemale

Male = 26.86%

Gender Population Test!Ho: z=0.5Ha: z>0.5

Conditions:1. SRS2. np

nq3. pop

Checks:1. Assumed2. 283(0.5)=141.5

283(0.5)=141.53. 283

≥ 10

≥ 10≥ 10

≥ 10

ALL CONDITIONS MET Z-DISTRIBUTION 1-PROPORTION Z-TEST

Z= =7.787

P(z>7.787)=3.459X10-15

n

pp

pp

)1(

ˆ

Gender Conclusions!

>We reject Ho because P-value of 3.459X10-15 <alpha=0.05.

>We have sufficient evidence that the true proportion of females that attended the mall during out study is greater

than 50%

>This means that the true proportion of females who attend the mall is greater than the true proportion of males who attend the mall

Gender vs. Store!

abercr

ombie & fitch

americ

an eag

le

banan

a republic

buckle

delias

forever 2

1gu

ess

hot topic

macys

new york

& compan

ypolo

rue 21

sam as

h

urban

outfitters

wet seal

0

10

20

30

40

50

60

FemaleMale

Gender vs. Store Test!Ho: There is no association between gender and the type of store they shop in Ha: There is an association between gender and the type of store they shop in

x2

= ∑ (obs-exp)2

/ exp

Conditions:1. SRS2. All expected cell counts > 5

Checks:1. assumed2. No, continued anyway

x2

= (1-0.73) 2

/ 0.73 + (0-0.26) 2

/ 0.26 + … x2

=

135.9P(x2

>135.9 df=43)=

1.441x10-11

ALL CONDITIONS MET CHI SQUARE-DISTRIBUTION INDEPENDENCE TEST

Gender vs. Store Conclusions!

>We reject Ho because P-value of 1.441X10-11 <alpha=0.05.

>We have sufficient evidence that there is an association between gender and store shopped in

Age vs. Music!

acousti

c

altern

ative

classi

cal

country

hip hopindie

pop

reggae ro

ck0

5

10

15

20

25

30

13 yrs14 yrs15 yrs16 yrs17 yrs18 yrs19 yrs20 yrs21 yrs22 yrs

Age vs. Music Test!Ho: There is no association between age and genre of music listened toHa: There is an association between age and genre of music listened toConditions:1. SRS2. All expected cell counts > 5

Checks:1. assumed2. No, but continued anyway

x2

= ∑ (obs-exp)2

/ exp

x2

= (0-0.020) 2

/ 0.020+ (0-0.21) 2

/ 0.21 + …x2

= 111.0693 P(x2

>111.0693 df=72)= 0.002

ALL CONDITIONS MET CHI SQUARE-DISTRIBUTION INDEPENDENCE TEST

Age vs. Music Conclusions!

>We reject Ho because P-value of 0.002<alpha=0.05.

>We have sufficient evidence that there is an association between age and genre of music listened

to.

Music vs. Store!

abercr

ombie & fitch

americ

an eag

le

banan

a republic

buckle

delias

forever 2

1gu

ess

hot topic

macys

new york

& compan

ypolo

rue 21

sam as

h

urban

outfitters

wet seal

0

2

4

6

8

10

12

14

16

18

20

acousticalternativeclassicalcountryhip hopindiepopreggaerock

Music vs. Store Test!Ho: There is no association between age and genre of music listened toHa: There is an association between age and genre of music listened toConditions:1. SRS2. All expected cell counts > 5

Checks:1. assumed2. No, continue anyway

x2

= ∑ (obs-exp)2

/ exp

x2

= (0-0.02) 2

/ 0.02 + (0-0.22) 2

+ …

ALL CONDITIONS MET CHI SQUARE-DISTRIBUTION INDEPENDENCE TEST

x2

= 445.603P(x2

>445.603 df=344)= 1.773x10-4

Music vs. Store Conclusions!

>We have sufficient evidence that there is an association between music genre and store shopped

in.

>We reject Ho because P-value of 1.773X10-4 <alpha=0.05.

Population!

• More likely that women go to mall than men

• Gender does affect the type of store shopped in

• Age does determine type of music listened to

• Music does affect type of store shopped in

Bias/Error!

• Only recorded observations at one mall– Montgomery Mall

• Girl surveyors– Women more comfortable talking to other women and vice

versa• Age

– Only surveyed people between 13-22 years of age• Gender

– More females like to shop than males• Infinite choices for favorite store

– Should have limited choices to certain stores

Final Thoughts!

• We believed that the tests indicated what we suspected– More females at mall than males– Gender and age have affect over store and music– Music affects store

• Organizing data was extremely tedious and time-consuming

• We believed Forever 21 would be most popular women’s store but we were surprised to see that most popular men’s store was Target (believed it would be sports authority)