Recognizing Female’s Sensibility in Assessing Traditional Clothes Nazlina SHAARI*, Fumio TERAUCHI**, Mitsunori KUBO** and Hiroyuki AOKI** * University Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia. snazlina@faca.unimas.my ** Faculty of Engineering, Chiba University, Yayoi-cho 1-33 Inage-ku, Chiba 263-8522, Japan Abstract: This study represents the research of Malay traditional clothing in Kansei perspective. The principal objective of this research is to classify female’s sensibility in wearing traditional clothes. The analysis of female’s emotion is important to identify the actual intentional of female’s desire in clothing. This study will be looking into the significance between the Kansei and females perception in using traditional clothes. The approach of the study is to investigate the design process from the viewpoint of Kansei, which influences the used of traditional clothes among the Malay society. There are two phases of females sensory that are importantly linked when dealing with clothes that are haptic sensation value and appearance sensation value. In haptic evaluation, common typed of fabrics used in traditional clothing were identified. It is related to the hand sensory in recognizing typed of fabrics used and favors by the females’. Secondly, the appearance evaluation was categories into sensible appearance that relates to females cognition and mental processes in describing the desired clothes. All data were gathered and analyzed using Semantic Differential Methods, Descriptive statistics, Principal Component Analysis and Cluster Analysis. The finding shows that there are four strategies should be applied in Malay traditional clothes known as Kansei stimulus - somatic-stimulus, pleasing-stimulus, cognition- stimulus and socio-stimulus. These Kansei strategies had played an important role in distinguishing female’s physiological sensibility and psychological feelings in desired clothes design domain and loyal to traditional clothes product. Keywords: Traditional clothes, haptic, appearance, kansei stimuli 1. Introduction Emotion elicited by the consumer products such as clothing influence both decision to purchase a product and the feeling of pleasure or comfort of using it after purchase. As for the designers it is important to design the clothing products that fit the emotion of the users. It is believe that if the products elicit the emotion, it will create the situation where the consumer will constantly used the product and become loyal to those products. This paper presents an investigation on female’s behavior in evaluating the clothes. It will be looking into the significance between the Kansei and females perception in using traditional clothes that is Baju Kurung and Baju Kebaya. Traditional clothes had result a strong female’s behavior in preserving their cultural materials. Through this preservation the Malay females could present the aesthetic of Malay culture identity [1]. It is important to evaluate females’ sensations in clothing as it is known that females were highly concern about what they wear and what typed of clothes are suitable and desired by them. It is found that there are two area found to be most important in order to understand the females emotion with these clothing. Firstly, the haptic or hand action was the