Consumer expectations and perception of clothing comfort in sports and exercise garments

Abstract

Purpose Sports garments play an important role in the well-being of an athlete by protecting the wearer from changing environmental conditions and providing a comfortable feel. Clothing requirements have changed in recent years and demand for apparel with a higher comfort performance has been rising. Hence, the purpose of this study is to explore consumers’ expectations and perception of comfort and to examine how different textiles are perceived by consumers to provide useful knowledge that allows to engineer comfort into fabrics and sports garments. Design/methodology/approach This online survey comprised 292 respondents, classified by sex, age, nationality and physical activity. The respondents were asked a total of 18 questions through the Bristol Online Survey tool to explore expectation, perception and preference of clothing comfort, specifically of sportswear. Findings Fit and comfort are closely linked together, both forming part of the clothing comfort concept. When purchasing garments online, the haptics of fabrics were identified as a crucial missing parameter. However, priorities of attributes within the concept varied according to the person’s sex and nationality. Women put more emphasis on garment fit and showed a higher need for tactile input, whereas men prioritised physiological comfort descriptors, i.e. properties which facilitate thermoregulation. Furthermore, there is an increased importance of physiological comfort parameters for people exercising for 10 or more hours per week. Finally, it was possible to identify common associations and preferences for textile materials (cotton, polyester, cotton/polyester blend and wool). However, consideration should be taken concerning sex and nationality. Originality/value Sex and nationality are parameters modulating the clothing comfort concept and the conceptualised feel of materials. Therefore, the sex and nationality of the end-consumer should be considered during the development phase of sports garments and particular attention should be given to the targeted market in which these will be sold.

Can you see the feel? The absence of tactile cues in clothing e-commerce impairs consumer decision making

“…Purchases made online often do not provide an adequate level of product information in comparison with purchases made in physical stores (Peck & Wiggins, 2006). Participants in an online survey asking about expectations, perceptions and preferences of clothing comfort, specifically of sportswear have expressed a need for touch (Wilfling, Havenith, Raccuglia, & Hodder, 2021). Need for touch refers to the person's desire to interact physically with the product.…”

“…For the interaction of the skin with textiles, however, tactile perception differences based on sex are widely unexplored. Studies investigating sex differences in online shopping found that women are more motivated by emotional and social interaction and that they enjoy a physical evaluation of products such as seeing and feeling the product before a purchase (Cho, 2004;Dittmar, Long, & Meek, 2004;Wilfling et al, 2021). Sex is a crucial factor affecting online as well as offline purchases since most apparel pieces are specifically designed for male or female customers.…”

Perceptual responses of (sports-)clothing-body interaction simulating pre- and post-purchase experience

“…Within the purchase process of sports textiles, the feel of garments has been identified as a crucial parameter, especially for female consumers [1]. Also, Li et al [2] found that the appreciation of textile products depends on a satisfactory 'feel' in the area of fabric -skin contact.…”

Effect of different garments on thermophysiological and psychological comfort properties of athletes in a wear trial test

“…In another study, sports t-shirts made from cotton and polyester were used in a wear trial, and the skin temperature, heart rate, body sweat loss and sweat absorption of garments were investigated. It was found that wearers preferred smooth, lightweight, and breathable fabrics under neutral environmental conditions 16 .The objective of the current study was to expose the t-shirt samples to a submaximal exercise test conducted by athletes with a specific rate of oxygen consumption value. This allowed for the assessment of various fibers' effects on athletes' performace.…”

“…In another study, sports t-shirts made from cotton and polyester were used in a wear trial, and the skin temperature, heart rate, body sweat loss and sweat absorption of garments were investigated. It was found that wearers preferred smooth, lightweight, and breathable fabrics under neutral environmental conditions 16 .…”