Consumers’ Problems In Purchasing Their Clothing through the Mail-order System.

Abstract

This research of mail‐ order shopping of clothing is based on the results of a questionnaire given to meaningfully selected of those who are eighteen and above in age in Keihin and Chukyo areas. The mail‐ order system is becoming popular among females. They do not use it fully, because consumers are uncertain about clothes which they cannot try on or touch. That is, they are uncertain about the qualities of sewing, color and image. The most popular goods are women's underwear, nightwear, socks and T-shirts, because the prices are reasonable and there is no need for test fitting. The main source of their information is catalogues. The major complaints against the mail―ordered clothes are unsuitable sizes and the difference between the colors of the clothing in catalogues and those of real thems. Despite those complaints, the return‐and‐exchange ratio of the mail‐ordered clothes is modestly low. The young consumers expect the mail‐ordered clothes to be more fashion‐oriented. The middle‐aged and older consumers hope that the writing used for explanation will be easier to read and under-stand. Yet, the top priority in mail‐order shopping is how the catalogues can be made closer to the reality of actual clothing. Thus it is suggested that teaching the mail‐order system to consumers should be carried out at schools and communities. Moreover, it is necessary that the companies make their explanation in advertisement as clear as possible. They can build customer's trust through better quality and by narrowing the gap between misleading catalogue pictures and reality.