Fit preferences of female consumers in the USA

Purpose – The paper seeks to investigate fit preferences of female consumers in the USA based on the relationship between their fit preferences, body cathexis, fit problems, and personal profiles. Design/methodology/approach – Female subjects ( n =1,026) between the ages of 19 and 54 were asked to respond to a questionnaire that was mailed to subjects. The questionnaire was used to evaluate consumer fit preferences for individual garment categories (jackets, pants, skirts, blouses, and jeans) relative to respondents' personal profiles, body shape, and body cathexis. Terminology, fit issues, and elements of fit expressed as important to female consumers as identified in an initial focus group which was part of a larger study associated with this research were considered in development of the questionnaire. Findings – Eighty percent of the sample reported two or more areas of the body where fit problems occurred. One‐third of the respondents altered up to 25 percent of RTW. Semi‐fitted preferences for clothing were reported most often. A significant relationship was found between women who scored high on the body cathexis scale and those who desired more fitted clothing. Body shapes were fairly evenly distributed among all age categories, except for the 19‐35 year old respondents who were more likely to have an hourglass silhouette. Research limitations/implications – This methodology involved a self‐report of several variables. Items such as body measurements and body shape were subjective. Answers could be inaccurate because of respondents' lack of knowledge of their measurements or their desire to represent a more ideal figure for themselves. Using 3D body scanning to verify body measurements and body shape could provide more accurate results. Practical implications – The issue of the fit in apparel is critical for both industry and academia. Academia has traditionally examined fit based on expert analysis and is just beginning to investigate the importance of fit from the consumer's viewpoint. In the product development area, industry needs to be able to go beyond just body measurements to incorporate fit preferences based on categorical profiles of consumer groups. Originality/value – As a construct, fit is difficult to study. This paper identifies variables, constructs a stimulus and investigates women's preferences for fit in various garment categories.