Purpose The purpose of this study is to explore fit problems, satisfaction and preferences of Ethiopian male consumers of ready-made garments (shirt, polo shirt, sweater and khaki and jeans trousers) and highlight the need for a domestic standard garment size chart. Design/methodology/approach Using a structured questionnaire, 405 usable responses were collected from consumers in four cities (Bahir Dar, Kombolcha, Dessie and Addis Ababa) based on convenience sampling. Moreover, the pattern-making methods of 12 domestic garment manufacturing companies were investigated. One-way analysis of variance and multivariate analysis of variance were used to examine differences in fit satisfaction with age, body size and shape. Multiple regression was used to test hypotheses. Findings The participants were mostly neither satisfied nor dissatisfied with the fit of the garments irrespective of their age, body size and shape. While age was found to be insignificant, apparel sizes worn and body shape were found to be significant predictors of fit type in most garments. It was also found that most of the domestic garment manufacturing companies use the knock-off method for pattern making, which results in a bad fit as the basic garment for the knock-off is constructed based on other countries’ standards. Originality/value This study investigates the fit problems and preferences of ready-made garments in the context of consumers in a developing country. Moreover, it has a contribution in considering men’s body shape in the analysis of fit preferences. The results have implications for developing domestic standard garment size charts to improve fit satisfaction.

PurposeThe purpose of this study was to assess the body characteristics (body size, garment sizes worn, shape and body satisfaction) of Ethiopian young adult female consumers and their effects on garment fit satisfaction and fit preferences of ready-to-wear garments such as T-shirts, blouses/shirts, skirts and jeans trousers.Design/methodology/approachThrough a structured questionnaire, 418 usable responses were collected from young female university students. One-way analysis of variance (ANOVA) and multivariate ANOVA (MANOVA) were used to examine differences in garment fit satisfaction with the body characteristics of the respondents. Moreover, a multiple regression analysis was used to determine the effect of body characteristics and fit satisfaction on fit preferences in four of the ready-to-wear garments.FindingsThe body shapes of above half of the respondents were either bottom hourglass or spoon. The respondents were somewhat dissatisfied with the fit of the ready-to-wear garments, and above 70 per cent of them faced fit problems on average. BMI showed significant fit satisfaction differences in four of the garments, while garment sizes worn were significant only in skirts. However, no statistically significant difference was obtained with body shape. The effect of body characteristics and fit satisfaction on fit preferences was found significant in T-shirts and jeans trousers. The respondents preferred looser shirts and skirts irrespective of their body characteristics.Originality/valueThe paper is unique in comprehensively examining the relationship between body characteristics and garment fit satisfaction and their effects on fit preferences in selected garments in the context of female consumers in a developing country.

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