Relationship between the preference styles of music and fashion and the similarity of their sensibility

Purpose - The recent influence of the mass media communication emphasized the visionary image of the music and eventually the close relationship between the music and fashion industries was formed. Consumers who share a similar taste in music could relate to each other more actively, and as a result, they began to develop similar aesthetic views and emotions. From this matter, the aim of this research is to conduct a survey that would go over a variety of music and fashion preferences of the consumers in order to analyze the relationship between the two. The main objective was to investigate how strongly the preference styles of music and fashion match each other and find similarity of their sensibility. Design/methodology/approach - The participants were directed to choose their preference styles of music and fashion, grade their interest in music and fashion and evaluate their sensibilities by grading their feelings about ten polar paired adjectives. Findings There indeed is a close relationship between music and fashion. People who are more interested in music and fashion tend to have a stronger correlation between their preferences. Practical implications - Through the analysis of variance it was found that the sensibility associated with different music and fashion styles are not the same. Furthermore, the authors could group the sensibility words into three common factors. Here it was found that music requires more diverse expressional adjectives as representatives compared to fashion. Originality/value - The close relationship between preference styles of the two artistic elements and the similarity or their sensibility could be visualized through the distance of each style and adjectives in a correspondence map.