Perceptual requirements of Hong Kong consumers on children's denim wear

This study was carried out to determine the major criteria that parents would consider when they buy denim jeans for their children. How would they differ from what the children wanted? Are parents satisfied with what is available in the market? What do they look for in denim jeans material? Focus groups and questionnaire surveys have been carried out to answer all these questions. The samples have included people of different gender, age, occupation, education, and income level. Data were statistically analyzed to determine the significance of the findings. Comfort and fabric quality were found to be the most important criteria in the selection of children's denim garments, Both parents and children desire the products to be absorbent, comfortable, 'easy-care', and soft. Moisture comfort (related to fabric dryness) and pressure comfort (smoothness and stretchiness) are perceived to be the most important factors for denim wear in both summer and winter. The results of this study may provide information to some children's denim wear manufacturers and retailers about their potential customers and end-users.