Home sewers' satisfaction with fit of apparel patterns

Abstract

Purpose The paper seeks to explore home sewers' satisfaction with the fit of garments made from home sewing patterns and to provide useful information to the home sewing industry to improve products and services for the target consumer. Design/methodology/approach Home sewers attending home sewing expos in the states of Minnesota and Washington were surveyed to determine satisfaction with fit of home sewing patterns and to determine factors that may affect satisfaction with the patterns. Findings The results clearly indicate that these respondents were frustrated with the fit of home sewing patterns and that their efforts to adjust patterns for better fit were typically not successful. Research limitations/implications The limited sample does not allow generalization, but may lend some insight into problems the home sewing pattern industry may have in attracting and maintaining customer loyalty. Originality/value Although there are many studies demonstrating consumer dissatisfaction with the fit of ready‐to‐wear apparel, few studies have focused specifically on the home sewing pattern industry. This industry could benefit from further understanding of its customer base.