Perceptions of Fiber and Fabric Uses and the Factors Contributing to Military Clothing Comfort and Satisfaction

Attitudes of military consumers toward commercial and military fibers, fabrics, and military battle dress uniforms (BDU) are assessed using item-by-use appropriateness scaling and conjoint analysis. The item-by use appropriateness ratings uncover strong stereotypes about the tactile and functional characteristics of the fibers/fabrics and their appropriateness for use in specific situations and/or environmental circumstances. Both the fibers and fabrics and their uses and characteristics are reduced to a minimum number of factors using principle components analyses. A multiple regression model shows that the discomfort of the fibers/fabrics can be predicted from a combination of “tactile” and “functional” characteristics. Results of the conjoint analyses reveal that the thermal properties of the hot weather BDU and the “abrasiveness” of the temperate BDU are the most important factors contributing to their (dis)comfort. Although fit is the most important factor contributing to overall consumer satisfaction with the BDU, tactile and appearance factors are equivalently important to such functional factors as protection and durability. The data, methodologies, and approach can be used to better understand consumer attitudes toward both military and commercial fibers, fabrics, and utility uniforms.