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Decoding typicality in apparel products: an investigation of consumer perceptions

ABSTRACT Typicality has drawn considerable interest among academics and practitioners and has been employed by fashion companies seeking to increase consumer interest in ‘basic' products. However, limited research on typicality focuses on apparel products, as most studies on this property have focused on other consumer products (e.g. chairs). Based on preference-for-prototype and categorisation theories, the purpose of this study was to investigate consumer perceptions of typicality as an aesthetic property of apparel products. This mixed-methods research identified the mental images consumers have as the prototypes of the apparel categories of pants, jackets, and shirts. This study contributes to the aesthetics, clothing and textiles, and product design literatures by offering insights into the aesthetic property of typicality from the perspective of the consumer. Findings guide apparel brands seeking to further incorporate the aesthetic concept of typicality into their product designs.