Skip to content
1981
Volume 10, Issue 4
  • ISSN: 2050-0726
  • E-ISSN: 2050-0734

Abstract

The association between clothing fit and body shape is vital to purchasing satisfaction. However, scant research is available on female consumers’ use of this criterion to determine whether an apparel item will suit their body shape. The purpose of this study was to determine the association between female consumers’ perceived body shape and the evaluative criteria they frequently use when making casual clothing purchasing decisions. A group-administered questionnaire was used to collect purposeful and convenient data from 316 female respondents, aged 18–60 plus years, in Gauteng, South Africa. Respondents identified their perceived body shape using Style-Makeover body shape illustrations. They then indicated the importance/unimportance of pre-selected evaluative criteria relating to fit/sizing, style/design, colour/pattern, appearance, appropriateness/acceptability, comfort and fibre content/material when considering a casual blouse/top, skirt/trousers or a dress based on their body shape. Across all three clothing categories, fit/sizing and comfort were the most important evaluative criteria, statistically equally important and differ significantly from the proportions of other evaluative criteria for a casual blouse, skirt/trousers and dress. Women with a diamond body shape attach significantly more importance to the colour/pattern of a casual blouse/top, and women with an oval body shape found the styling/design of a casual skirt/trousers to be important. For a dress, significant associations were found between fit/sizing and women with an hourglass body shape, comfort and the triangle body shape, and colour/patterns and the rectangular body shape. These associations were small but significant, and South African fashion designers may need to consider that women with these body shapes may be less satisfied with current casual retail clothing designs, subsequently emphasizing where clothing fit needs to improve for certain prominent body shapes in South Africa.

Funding
This study was supported by the:
  • University of South Africa
© 2023 Intellect Ltd
Loading

Article metrics loading...

/content/journals/10.1386/fspc_00117_1
2023-09-25
2026-04-17

Metrics

Loading full text...

Full text loading...

References

  1. 40 + Style (2016), ‘How to dress the apple body shape’, https://40plusstyle.com/how-to-dress-the-apple-body-shape/. Accessed 10 May 2016.
  2. Alexander, M., Connell, L. and Presley, A. (2005), ‘Clothing fit preferences of young female adult consumers’, International Journal of Clothing Science and Technology, 17:1, pp. 52–64.
     [Google Scholar]
  3. Buyukaslan, E., Bayta, F. and Kalaoglu, F. (2020), ‘Exploring the factors influencing consumers’ virtual garment fit satisfactions’, Research Journal of Textile and Apparel, 24:4, pp. 375–88.
     [Google Scholar]
  4. Ceballos, L. M. and Min, S. (2020), ‘Product experience of clothing attachment in baby boomers in the United States’, Fashion and Textiles, 7:12, pp. 1–21.
     [Google Scholar]
  5. Challinor, K. L., Mond, J., Stephen, I. D., Mitchison, D., Stevenson, R. J., Hay, P. and Brooks, K. R. (2017), ‘Body size and shape misperception and visual adaptation: An overview of an emerging research paradigm’, Journal of International Medical Research, 45:6, pp. 2001–08.
     [Google Scholar]
  6. Chattaraman, V. and Rudd, N. A. (2006), ‘Preferences for aesthetic attributes in clothing as a function of body image, body cathexis and body size’, Clothing and Textiles Research Journal, 24:1, pp. 46–61.
     [Google Scholar]
  7. The Concept Wardrobe (2021), ‘Rectangle body shape: A comprehensive guide’, https://theconceptwardrobe.com/build-a-wardrobe/how-to-dress-the-rectangle-body-shape. Accessed 15 November 2021.
  8. Daanen, H. and Reffeltrath, P. A. (2007), ‘Function, fit and sizing’, in S. P. Ashdown (ed.), Sizing in Clothing: Developing Effective Sizing Systems for Ready-to-Wear Clothing, Sawston: Woodhead Publishing, pp. 202–18.
     [Google Scholar]
  9. Eckman, M., Damhorst, M. L. and Kadolph, S. J. (1990), ‘Toward a model of in-store purchase decision process: Consumer use of criteria for evaluating women’s apparel’, Clothing and Textiles Research Journal, 8:2, pp. 13–22.
     [Google Scholar]
  10. Erasmus, A. (2013), ‘Consumer decision models’, in M. Mpinganjira and M. Dos Santos (eds), Consumer Behaviour: South African Psychology and Marketing Applications, Cape Town: Oxford University Press, pp. 324–52.
     [Google Scholar]
  11. Fiore, A. and Damhorst, M. (1992), ‘Intrinsic cues as predictors of perceived quality of apparel’, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, pp. 168–77.
     [Google Scholar]
  12. Forney, J., Park, E. and Brandon, L. (2005), ‘Effects of evaluative criteria on fashion brand extension’, Journal of Fashion Marketing and Management, 9:2, pp. 156–65.
     [Google Scholar]
  13. Freedonia Focus Reports (2019), ‘How do men and women shop for clothes differently?’, 1 October, https://www.freedoniafocusreports.com/Content/Blog/2019/10/01/How-Do-Men--Women-Shop-for-Clothes-Differently. Accessed 15 November 2021.
  14. Goldstein Market Intelligence (2020), ‘Global women’s apparel market analysis’, 1 September, https://www.goldsteinresearch.com/report/global-women-apparel-market-industry-analysis. Accessed 3 January 2022.
  15. Gribbin, E. A. (2014), ‘Body shape and its influence on apparel size and consumer choices’, in M. E. Fauste and S. Carrier (eds), Designing Apparel for Consumers: The Impact of Body Shape and Size, Sawston: Woodhead Publishing, pp. 3–16.
     [Google Scholar]
  16. Grogan, S. (2016), Body Image: Understanding Body Dissatisfaction in Men, Women and Children, 3rd ed., London: Taylor and Francis.
     [Google Scholar]
  17. Hawkins, D. I. and Mothersbaugh, D. L. (2010), Consumer Behavior: Building Marketing Strategy, 11th ed., Boston, MA: McGraw-Hill.
     [Google Scholar]
  18. Hugo, S. H. and Van Aardt, A. M. (2012), ‘Evaluative criteria applied by South African female fashion consumers when purchasing casual daywear’, International Journal of Consumer Studies, 36:4, pp. 460–71.
     [Google Scholar]
  19. Kalpoe, R. (2020), ‘Technology acceptance and return management in apparel e-commerce’, Journal of Supply Chain Management Science, 1:3&4, pp. 118–37.
     [Google Scholar]
  20. Karunarathne, P. V. M. and Hettiarachchi, U. P. (2019), ‘The impression of work wear attire in the apparel industry’, International Conference on Business Research, University of Moratuwa, Moratuwa, 26 June.
     [Google Scholar]
  21. De Klerk, H. M. and Lubbe, S. J. (2008), ‘The role of aesthetics in consumers’ evaluation of apparel quality: A conceptual framework’, Journal of Family Ecology and Consumer Sciences, 32, pp. 1–7.
     [Google Scholar]
  22. Lamb, J. and Kallal, M. (1992), ‘A conceptual framework for apparel design’, Clothing and Textiles Research Journal, 10:2, pp. 42–47.
     [Google Scholar]
  23. Makhanya, B. P., De Klerk, H. M., Adamski, K. and Mastamet-Mason, A. (2014), ‘Ethnicity, body shape differences and female consumers’ apparel fit problems’, International Journal of Consumer Studies, 38:2, pp. 183–91.
     [Google Scholar]
  24. Manuel, M. B., Connell, L. J. and Presley, A. B. (2010), ‘Body shape and fit preference in body cathexis and clothing benefits sought for professional African-American women’, International Journal of Fashion Design, Technology and Education, 3:1, pp. 25–32.
     [Google Scholar]
  25. May-Plumlee, T. and Little, T. (2006), ‘Proactive product development integrating consumer requirements’, International Journal of Clothing Science and Technology, 18:1, pp. 53–66.
     [Google Scholar]
  26. Moody, W., Kinderman, P. and Sinha, P. (2010), ‘An exploratory study: Relationships between trying on clothing, mood, emotion, personality and clothing preference’, Journal of Fashion Marketing and Management, 14:1, pp. 161–79.
     [Google Scholar]
  27. Moog, G. (2021), ‘3D body scanning: A near future of the apparel industry’, Journal of Textile and Clothing Science, 4:2, pp. 25–33.
     [Google Scholar]
  28. Morisada, M., Miwa, Y. and Dahana, W. D. (2019), ‘Identifying valuable customer segments in online fashion markets: An implication for customer tier programs’, Electronic Commerce Research and Applications, 33, p. 100822, https://doi.org/10.1016/j.elerap.2018.100822. Accessed 12 January 2022.
     [Google Scholar]
  29. Newcomb, E. A. (2009), ‘Apparel product development considerations for US Hispanic women: a study of evaluative criteria and fit preferences of 18–25-year-old females’, doctoral dissertation, Raleigh, NC: North Carolina State University.
     [Google Scholar]
  30. Newcomb-Hopfer, E. and Istook, C. (2016), ‘The importance of apparel attributes among young Mexican-American female consumers’, Journal of Textile and Apparel Technology and Management, 10:1, pp. 1–15.
     [Google Scholar]
  31. Pegler, M. M. (2012), Visual Merchandising and Display, 6th ed., New York: Fairchild Books.
     [Google Scholar]
  32. Phasha, M. M., Harlock, S. and Pandarum, R. (2020), ‘Developing size charts for petite South African women from 3D body scanned E-tape measurement’, Journal of Consumer Sciences, 48, pp. 98–111.
     [Google Scholar]
  33. Piryankova, I. V., Stefanucci, J. K., Romero, J., De La Rosa, S., Black, M. J. and Mohler, B. J. (2014), ‘Can I recognize my body’s weight? The influence of shape and texture on the perceptions of self’, ACM Transactions on Applied Perception, 11:3, pp. 13–18.
     [Google Scholar]
  34. Pisut, G. and Connell, L. J. (2007), ‘Fit preferences of female consumers in the USA’, Journal of Fashion Marketing and Management, 11:3, pp. 366–79.
     [Google Scholar]
  35. Rahman, O. (2009), ‘Design for desirability: Functional usage, psychological benefits and experimental pleasure’, Proceedings of the 8th European Academy of Design Conference, The Robert Gordon University, Aberdeen, 1–3 April, pp. 358–63.
     [Google Scholar]
  36. Rahman, O. (2011), ‘Understanding consumers’ perceptions and behaviour: Implications for denim jeans design’, Journal of Textile and Apparel, Technology and Management, 7:1, pp. 1–16.
     [Google Scholar]
  37. Rasband, J. A. and Liechty, E. L. G. (2006), Fabulous Fit, 2nd ed., New York: Fairchild Publications.
     [Google Scholar]
  38. Rieke, S. E., Fowler, D. C., Chang, H. J. and Velikova, N. (2016), ‘Exploration of factors influencing body image satisfaction and purchase intent: Millennial females’, Journal of Fashion Marketing and Management, 20:2, pp. 208–29.
     [Google Scholar]
  39. Shin, E. and Damhorst, M. L. (2018), ‘How young consumers think about clothing fit?’, International Journal of Fashion Design, Technology and Education, 11:3, pp. 352–61.
     [Google Scholar]
  40. Solomon, M. and Rabolt, N. (2009), Consumer Behaviour in Fashion, 2nd ed., Upper Saddle River, NJ: Pearson Education.
     [Google Scholar]
  41. Stat Trek (2016), ‘Hypothesis test: Difference between proportions’, http://stattrek.com/chi-square-test/independence.aspx?Tutorial=AP. Accessed 8 August 2016.
  42. Style-Makeover (2011), ‘What’s your body shape?’, https://www.style-makeover-hq.com/body-shape.html. Accessed 10 March 2015.
  43. Stylewile (2020), ‘How to dress up if you have a diamond body shape’, 18 February, https://www.stylewile.com/diamond-body-shape-outfits.html. Accessed 3 January 2022.
  44. Suganya, A. and Ganesamurthy, K. (2020), ‘Intrinsic and extrinsic criteria of women consumers while purchasing garments’, Studies in Indian Place Names, 40:59, pp. 2394–3114.
     [Google Scholar]
  45. Tama, D. and Ondogan, Z. (2014), ‘Fitting evaluation of pattern making systems according to female body shapes’, Fibres and Textiles in Eastern Europe, 4:106, pp. 107–11.
     [Google Scholar]
  46. Zhang, Z., Li, Y., Gong, C. and Wu, H. (2002), ‘Casual wear product attributes’, Journal of Fashion Marketing and Management, 6:1, pp. 53–62.
     [Google Scholar]
/content/journals/10.1386/fspc_00117_1
Loading
Exploring female consumers’ preferred evaluative criteria for casual clothing purchases and the association with body shape
Fashion, Style & Popular Culture 10, 465 (2023); https://doi.org/10.1386/fspc_00117_1
/content/journals/10.1386/fspc_00117_1
/content/journals/10.1386/fspc_00117_1
Loading

Data & Media loading...

  • Article Type: Article
Keyword(s): apparel purchases; clothing fit; evaluative criteria; female consumers; perceived body shape; purchasing decision

Most Cited Most Cited RSS feed

This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error
Please enter a valid_number test