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
Male = 26.86%
Male
Female
Gender Population Test!
Ho: z=0.5
Ha: z>0.5
Conditions:
1. SRS
2. np
≥ 10
nq
3. pop ≥ 10
ALL CONDITIONS MET
Z=
pˆ  p
p (1  p )
n
Z-DISTRIBUTION
=7.787
P(z>7.787)=3.459X10-15
Checks:
1. Assumed
2. 283(0.5)=141.5
283(0.5)=141.5
3. 283 ≥ 10

≥ 10

1-PROPORTION Z-TEST
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
abercrombie & fitch
aeropostale
ann taylor
banana republic
body central
champs
delias
express
gap
guess
hollister
j crew
macys
modells
old navy
polo
ross
saks 5th avenue
sam ash
target
victorias secret
wet seal
60
Gender vs. Store!
50
40
30
20
Female
10
Male
0
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
Checks:
Conditions:
1. assumed
1. SRS
2. No, continued anyway
2. All expected cell counts > 5
ALL CONDITIONS MET
CHI SQUARE-DISTRIBUTION
INDEPENDENCE TEST
x
x
x
2
2
2
2
= ∑ (obs-exp) / exp
2
2
= (1-0.73) / 0.73 + (0-0.26) / 0.26 + …
= 135.9
P(x >135.9 df=43)= 1.441x10-11
2
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!
30
25
13 yrs
20
14 yrs
15 yrs
15
16 yrs
17 yrs
10
18 yrs
19 yrs
5
20 yrs
21 yrs
0
22 yrs
Age vs. Music Test!
Ho: There is no association between age and genre
of music listened to
Ha: There is an association between age and genre
of music listened to
Conditions:
1. SRS
2. All expected cell counts > 5
ALL CONDITIONS MET
Checks:
1. assumed
2. No, but continued anyway
CHI SQUARE-DISTRIBUTION
INDEPENDENCE TEST
x = ∑ (obs-exp) / exp
x = (0-0.020) / 0.020+ (0-0.21) / 0.21 + …
x = 111.0693
P(x >111.0693 df=72)= 0.002
2
2
2
2
2
2
2
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.
abercrombie & fitch
aeropostale
ann taylor
banana republic
body central
champs
delias
express
gap garage
guess
hollister
j crew
macys
modells
old navy
polo
ross
saks 5th avenue
sam ash
target
victorias secret
wet seal
20
Music vs. Store!
18
16
14
12
acoustic
10
alternative
8
classical
6
country
4
hip hop
2
indie
0
pop
reggae
rock
Music vs. Store Test!
Ho: There is no association between age and genre
of music listened to
Ha: There is an association between age and genre
of music listened to
Checks:
1. assumed
2. No, continue anyway
Conditions:
1. SRS
2. All expected cell counts > 5
ALL CONDITIONS MET
x
x
x
2
2
2
CHI SQUARE-DISTRIBUTION
2
= ∑ (obs-exp) / exp
2
2
= (0-0.02) / 0.02 + (0-0.22) + …
= 445.603
INDEPENDENCE TEST
P(x >445.603
2
df=344)= 1.773x10-4
Music vs. Store Conclusions!
>We reject Ho because P-value of 1.773X10-4 <alpha=0.05.
>We have sufficient evidence that there is an
association between music genre and store shopped
in.
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 timeconsuming
• 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)