PurposeThis 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/approachThe survey instrument consisted of a questionnaire with scales assessing fit preference, body type, body cathexis, clothing benefits sought and consumer demographics.FindingsSignificant 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/implicationsThe 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/valueUnderstanding 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.

The purpose of this research was to use experts' knowledge to develop a set of scales to assess female body shapes as visualized in body scans, resulting in an instrument that could be applied through software to the analysis of body scan data. Using 42 body scans representing women aged 20-55 years of age, through a series of steps, researchers developed nine scalesfor body shape assessmentfrom front and side views. Three (Body Build, Body Shape, and Posture) were for whole body analysis, and six (Front Torso Shape, Hip Shape, Shoulder Slope, Bust Shape, Buttocks Shape, Back Curvature) were for analysis of component body parts. For validation, five experts used the Body Shape Assessment Scale (BSAS©) to rate 100 additional body scans. These ratings were used to program software to classify female body scan data using the BSAS©.

Given a lack of knowledge about the dimensions of apparel quality significant to consumers, manufacturers may mistakenly focus attention on product attributes which are not salient to consumers. Therefore, a better understanding of the quality dimensions perceived by consumers and of the intrinsic cues they use in making judgements of products' salient qualities is needed. In this study, 122 adult shoppers evaluated the quality of men's dress shirts. Three dimensions of perceived quality emerged which were defined as Sturdiness/ Durability (garment seams, stitching, fabric construction), Style/Aesthetics (garment design, styling and over-all appearance), and Lasting/Care (garment life and care required). Multiple regression showed that two of these factors, Style/Aesthetics and Sturdiness/Durability, predicted consumers' perceptions of apparel quality. Thus styling, design, and over-all appearance are combined with sturdiness and durability as integral components of consumers' perceptions of quality.

Little survey research exists that categorises the body shapes of African-American women or attempts to understand how these impact their clothing choices. This study profiled 153 professional African-American women regarding the influence of body shape and fit preference on their perceptions of body cathexis (degree of satisfaction or dissatisfaction with one's body) (Secord, P. and Jourard, S., 1953. The appraisal of body cathexis: body cathexis and the self. Journal of Consulting Psychology, 17, 343-347) and clothing benefits sought (Hwang, J., 1996. Relationships between body-cathexis, clothing benefits sought, and clothing behaviors, and effects of importance of meeting the ideal body image and clothing attitude. Unpublished doctoral dissertation, Virginia Polytechnic Institute and State University, Blacksburg) for tailored career apparel. The body shapes (hourglass, rectangle, pear and inverted triangle) were self-reported. Fit preference was selected from a set of line drawings depicting a tailored jacket and pant as fitted, semi-fitted or loosely fitted. Body cathexis was rated for 19 body components. The assessed clothing benefits included fashion image, figure flaw compensation, sex appeal, clothing emphasis and fashion innovativeness. Analyses indicated an interaction effect between body shape and fit preference with several direct correlations for body cathexis and clothing benefits sought. The methods and practical implications are discussed.

The purpose of this study was to develop a reliable and valid instrument to measure color, design clothing preferences, and purchase intentions of Asian-Indian female consumers; secondarily, to determine if westernized clothes with Asian-Indian ethnic dress elements might be purchased more often than westernized clothing with design attributes primarily symbolic of American culture at different levels of acculturation. The instrument included a modified acculturation scale, limited demographics, and the developed Clothing Preferences and Purchase Intention Instrument. The instrument consisted of four components: Color Symbolism and Purchase Intention, Design Symbolism and Purchase Intention, Symbolic Attributes Scale, and Clothing Preference and Purchase Intention for Mainstream American versus Asian-Indian Inspired. All of the scales had high reliability. Of the 30 colors in the instrument, red, magenta, orange gold, yellow, cobalt blue, and purple were symbolic of Asian-Indian dress; hunter green, navy blue, baby blue, and blue were considered western colors. Neutral colors were eliminated. Nine of the 27 tunics in the instrument were highly indicative of Asian-Indian clothing; 11 were indicative of westernized clothing. Secondarily, Asian-Indians preferred and showed intent to purchase westernized clothing with colors and designs associated with their native country's traditional dress regardless of acculturation.