Clothing fit preferences of young female adult consumers

TLDR

The survey sampled 18‑28‑year‑old affluent Caucasian American women with hourglass body types and incomes above $85 k, who mainly shopped at department or boutique stores. The study investigates how body type, body cathexis, and demographic profiles relate to clothing fit preferences, aiming to inform apparel design for comfortable, well‑fitting garments. A questionnaire with scales measuring fit preference, body type, body cathexis, clothing benefits sought, and demographics was administered to participants. Body cathexis was significantly associated with body shape, with satisfaction varying by body part but not for head/upper body, height, or torso, and no link between fit preferences and body type for lower‑body garments; these results could inform an expert system linking body shape to fit preferences.

Abstract

Purpose This paper explores the relationships between body type and fit preferences with body cathexis, clothing benefits sought by consumers, and demographic profiles of consumers. Design/methodology/approach The survey instrument consisted of a questionnaire with scales assessing fit preference, body type, body cathexis, clothing benefits sought and consumer demographics. Findings Significant associations were found between body cathexis (satisfaction with head/upper body, lower body, height, weight and torso) and body shape. The degree of satisfaction with different body parts depended on the body type of the individual. The level of satisfaction with head/upper body, height and torso did not vary by body type. No significant differences were found between fit preferences and body type for lower body garments. Research limitations/implications The majority of respondents were between the ages 18 and 28, affluent Caucasian Americans, with an hourglass body type, who had a family income of $85,000 or more and shopped in department or boutique/specialty stores. Originality/value Understanding the fit preferences of female consumers could help apparel companies to produce and meet demands for comfortable and well fitting clothes for women. The results of this research may be used as a first step to develop an expert system to correlate body shape and fit preferences of consumers.