Preferences for bowtie design: an investigation into the FEA needs of male consumers in the United States

ABSTRACTContemporary men wear bowties as part of formal and casual attire. Since clothing is a form of personal expression, the purpose of this study was to explore the needs of current male consumers in regard to bowties using Lamb and Kallal's FEA model [Lamb, J. M., & Kallal, M. J. (1992). A conceptual framework for apparel design. Clothing and Textile Research Journal, 10, 42–47. doi:10.1177/0887302X9201000207] to consider the function, expressive qualities, and aesthetic needs for bowties. Six bowties were made and an online survey was conducted with 220 men to determine their needs and preferences. Overall, the men preferred the digital print bowties. The men referenced function, expressiveness, and aesthetics in their comments, suggesting that menswear requires more than just functional qualities. The findings of this project are important to the menswear industry because they explore the needs of today's male consumers.