Can Virtually Trying on Apparel Help in Selecting the Correct Size?

Hernández, Niina; Mattila, Heikki; Berglin, Lena

doi:10.1177/0887302x19856117

Cited by 11 publications

(8 citation statements)

References 35 publications

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“…Moreover, participants’ VFSs were not significantly different from each other. Therefore, our results supported the past studies’ findings, which showed that the accuracy of the simulations should be improved (Song and Ashdown, 2015; Hernández et al , 2019). Yet, our study findings underlined the subjectivity of the fit notion.…”

Section: Discussionsupporting

confidence: 92%

Exploring the factors influencing consumers’ virtual garment fit satisfactions

Büyükaslan

Baytar

Kalaoğlu

2020

RJTA

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Purpose Virtual garment fit will be an important determinant for the online purchase decision of consumers in the near future. Therefore, the purpose of this study was to develop a conceptual model to explore the factors that might impact consumers’ virtual garment fit satisfactions (VFS). Design/methodology/approach Virtual body satisfaction (VBS), acceptance of the virtual try-on technology and virtual fabric properties were examined as factors that would potentially impact consumers’ VFS. Forty-five women, from 18 to 35 years old, were recruited for the study. Participants were scanned by using a 3D body scanner and their scans were used for virtual try-on. Seven circular skirts with different fabric properties were created by using a commercial 3D simulation software. Participants evaluated the fit of these virtual skirts on their own virtual bodies. Participants’ VFSs and their correlations with VBSs, acceptance of virtual try-on technology and virtual fabric properties were analyzed by Pearson’s correlation test. Findings Participants’ VBSs at hips were correlated fairly good with their VFSs (r = 0.50, N = 180, p < 0.01) and their acceptance of virtual try-on technology was weakly correlated to VFSs (r = 0.24, N = 180, p < 0.01). However, no significant correlation was found between virtual fabric properties and participants’ VFSs. Research limitations/implications This study did not examine the ideal beauty notion, which may affect consumers’ expectations about how the garments should fit on them. Another limitation was the use of a single skirt design as a stimulus. Originality/value Studies that explore virtual garment fit often measure the garment ease or the virtual fabric tension and ignore consumer perspective, which is essential for online purchase decision. This study is unique as it prioritizes consumers’ perspectives.

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Section: Discussionsupporting

confidence: 92%

Exploring the factors influencing consumers’ virtual garment fit satisfactions

Büyükaslan

Baytar

Kalaoğlu

2020

RJTA

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“…A UK-only sample was selected in order to investigate RQ2 as, to date, there is limited research investigating body shape classifications within the UK (Grogan et al, 2013). A sample size of 30 was deemed appropriate as not only does it supersede the average sample size used in prior mixed-methods body scanning research (Hernández et al ., 2019) but it is also in line with previous studies that have undertaken semi-structured interviews (Nash, 2019). Participants were not incentivised for taking part in the research.…”

Section: Methodsmentioning

confidence: 99%

Investigating the impact of body shape on garment fit

Chrimes

Boardman²,

McCormick³

et al. 2023

JFMM

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PurposeBody shape is a critical variable influencing consumers' garment choices (Zakaria, 2017), yet research investigating how UK females with varying body shapes evaluate and experience fit is limited. Moreover, while digital methods exist to classify female body shapes, application in a commercial setting is limited. To fill this gap within the literature, this study aims to understand the influence of body shape variation on garment fit evaluations of 30 UK females aged 18–34 years.Design/methodology/approachThis study conducts a physical garment try-on session whereby 30 UK females aged 18–34 years were body-scanned and categorised into a body shape, using the Female Figure Identification Technique method. Participants verbalised their fit experiences during a physical try-on session through semi-structured interviews to gain a deeper understanding of individuals' fit appraisals.FindingsThe findings demonstrate that UK females who share the same body shape classification experience the same issues when appraising dress fit, challenging Makhanya and Mabuza (2020) who found that body shape does not influence apparel fit satisfaction. The results shed light on the importance of body shape during the fit appraisal process.Research limitations/implicationsDespite the contribution, future research to improve the limitations should be addressed. First, although it was necessary to investigate a UK demographic to address research gaps, the finding of this study cannot be generalised to the entire UK female population nor to other areas of the world. Hence, future research should overcome this limitation by extending this study further to other countries, cultures and ethnicities.Practical implicationsThe findings of the present study shed light on the role of body shape in determining satisfactory clothing fit and how females' fit experiences will differ depending on their body shape classification. Thus, fashion retailers should use this insight to better inform their promotional strategies, not only making them more inclusive but also to help assist this particular consumer segment with their clothing decisions based on their body shape.Originality/valueThe present study provides an in-depth understanding of how females with the same body shape experience garment fit, contributing novel findings to the literature through a mixed-method inquiry previously lacking in this area, with a UK demographic which has not previously been explored.

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“…During a period of 1 month (10 October –13 November, 2018), an online survey was distributed via social media platforms to ascertain the most and least popular dress styles commonly purchased to a convenience sample of 343 UK females, aged 18–34. Dresses were chosen as this type of garment considers key areas of the body (Hernández et al, 2019). Black dresses were selected to minimise the effect of clothing attractiveness, personal preference and fashion trends (Lee & Lee, 2020).…”

Section: Phase 1: Dress Stimuli Selection (Online Dress Survey)mentioning

confidence: 99%

Investigating how online fashion product page design affects the consumer's clothing fit appraisal

Chrimes

Boardman

Vignali

et al. 2022

J of Consumer Behaviour

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Clothing fit is the most important consideration during the consumer's garment appraisal process but is the primary reason for the extensive number of online returns generated in the fashion industry. This suggests that when shopping online, consumers are not provided with sufficient information about the fit of a garment. This issue is even more imperative now as COVID-19 has accentuated the shift to shopping for clothing online. Thus, how fashion retailers communicate clothing online is a critical challenge requiring immediate attention. Underpinned by the Stimulus-Organism-Response (S-O-R) framework, this research undertakes a between-subjects factorial web-experiment to investigate how different types of fit information affect the consumers' online garment evaluations and purchasing decisions. The results from 400 UK female responses show that whilst the presence of diverse body shapes (vs. one body shape) enhances the consumers' garment fit evaluations, it does not increase purchase intentions. Alternatively, verbal fit information in the form of clothing fit reviews (vs. absence) increased product fit diagnosticity but had no significant effect on concerns with fit online or purchase intentions. The results provide novel insights into how fashion retailers can enhance the communication of clothing fit on their product pages.

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Can Virtually Trying on Apparel Help in Selecting the Correct Size?

Cited by 11 publications

References 35 publications

Exploring the factors influencing consumers’ virtual garment fit satisfactions

Exploring the factors influencing consumers’ virtual garment fit satisfactions

Investigating the impact of body shape on garment fit

Investigating how online fashion product page design affects the consumer's clothing fit appraisal

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