Analysis of apparel was considered from the viewpoint of how consumers conceptualized experiences with the product. The objective was to determine where commonalities occurred in how 100 female subjects described a warm or cool appearance. Subjects responded to two pairs of openended questions and a nine-point scale of 41 word pairs. A paired t-test was used to compare differences in response to the word pairs for a warm and cool context. Differences significant at. 001 occurred for 36 of the 41 word pairs and at 01 for 2 word pairs. Subjects also differentiated between a warm or cool appearance by using a limited number of common categories in open responses and well-defined, parallel response patterns.