Age, Body Size, Body Image, and Fit Preferences of Male Consumers

Abstract

This study examines the influence of specific physical factors (body size), demographic factors (age), and psychosocial factors (body satisfaction, social physique anxiety, and drive for muscularity) on apparel-specific (jeans, khakis, dress shirts, and polo shirts) fit preferences of male consumers. Data were collected through an online survey administered to 141 men in the age group of 19-66 years. Results revealed that increase in body size significantly predicted preferences for apparel (jeans, dress, and polo shirts) with looser fits, and jeans with higher waistlines. Increase in age also predicted preferences for dress and polo shirts with looser fits and jeans with higher waists. With respect to the body-image-related factors, increase in body dissatisfaction predicted increased preferences for dress shirts with looser fits and khakis with higher waistlines. Contrary to expectations, increase in men's drive for muscularity predicted preferences for jeans with lower waistlines. This study offers important implications and creates actionable market information on fit strategy for male consumer segments.

Men’s fit preferences in outdoor performance clothing: A qualitative investigation

“…Men also preferred higher waist lines for jeans as their BMI increased. The results of Sindicich and Black (2011) and Chattaraman et al (2013) suggested that it is important to study the relationship between men's BMI and fit preferences in the outdoor performance category to see if similar results are found. Hence, the following research question was proposed:…”

“…In the present study, the overweight BMI group discussed this issue more than the normal BMI group. Similarly, Chattaraman et al (2013) found that larger men (who had higher BMI's) preferred looser fitting jeans. In order to prevent possible hip and seat tightness, two possible solutions are to (1) insert stretch material at the side seams of the pants and to (2) improve the grading by adding slightly more room at the hip circumference for larger sizes.…”

“…Though there is limited literature on men's pant leg fit, Chattaraman et al (2013) concluded that the preference for looser jean fit increased with BMI. Boyce (1984) studied pant fit for truck drivers and found that when the men are seated, their pants crease and place added pressure on the lateral femoral cutaneous nerve in the leg, which creates discomfort.…”

“…However, when buying packaged suits, it was difficult to fit both the top and bottom correctly. Chattaraman et al (2013) recently conducted a study on men's fit preferences in relation to BMI. BMI was found to have a positive influence on the fit preferences for jeans, jeans waist placement, and fit preferences for dress shirts and polo shirts.…”

“…They found that men were generally dissatisfied with the fit and the sizing of their current business clothing, which did not fit them in many areas. Chattaraman et al (2013) studied how men's body size, age and body image influenced their fit preferences for specific apparel (polo shirts, dress shirts, jeans and khakis) and found that body size and age had significant influences on fit preferences. Despite the value of these recent studies that are discussed in greater depth later, there exists a large gap in research on the linkage between men's bodies and their clothing fit preferences.…”