Exploration of Indian plus-size women's ready-to-wear: problems and preferences

Abstract

PurposeBody positivity movement empowered plus-size women globally to speak up boldly about their clothing needs. Retailers cannot satisfy this group with some classic style offerings anymore. By taking clue from existing literature, this study aims to identify clothing preferences and problems related to ready-made plus-size clothing in India. Although many past literature pointed out about poorly fitted and size unavailability issues worldwide, very few of them addressed about clothing style preferences.Design/methodology/approachA self-administered close-ended questionnaire was used to answer a set of objectives. A pilot study with 40 plus-size women was carried out to check the reliability and validity of the instrument. Four hundred subject's data were gathered from six Indian cities with a purpose of varied geographical importance. Statistical tests like binomial distribution was used to analyze fit-related problems of 12 bodily sites such as shoulder, upper arm, lower arm, bust, waist, stomach, abdomen, hip, thigh, lower leg, armhole and elbow, and frequency charts were used to examine Likert scale data of sizing problems. The choices of 12 clothing styles were mapped through four factors which affect the purchasing decision of a plus-size woman.FindingsPoor-fitted clothes at 10 body sites out of the 12 reflected about the fit aspect of plus-size clothing in India. Findings associated to sizing issues like unavailability of trendy clothes in appropriate sizes, which also adorn Indian curvy figure, shows synonymy to the worldwide researcher's findings related to sizing chaos. Classic silhouettes like Straight Indian kurti, A-line dresses and regular-fit trousers were majorly preferred by women. Hiding body bulges was mostly preferred while purchasing loose-fitted garments, and fitted garments were preferred only if these suits to the curvy body proportion. Appropriate fit and size availability are always a prime requisite for this class of women.Originality/valueThe outcomes of research will help Indian retailers/manufacturers to update their patterns in order to provide desired fit. In this lacuna of standard size chart, the study will add value in the development of Indian plus-size women's size chart. The factor mapping with clothing preferences will be useful to reduce rejections and inventories.

Exploring Influential Factors on Customer Satisfaction with Clothing for Overweight and Obese Women: A Focus on Generations Y and Z in Sri Lanka

“…Consumer satisfaction with apparel has been identified differently. Fit is the key contributing factor of clothing satisfaction or dissatisfaction as inferred by many researchers [10]. Fit is frequently cited as the determinant factor in clothing evaluation and selection whereas clothing fit defines how a garment conforms to the body [22].…”

“…The satisfaction of clothing depends upon factors like size availability, fit, design, style, body type, color, in-store signage and price [24,25]. Apparently, fit to body type, size and style are the most problematic areas in plus-size clothing in general [10]. For overweight individuals, especially women, the main reasons for the lack of satisfaction with clothes are the lack of appropriate sizes according to their needs; the available clothes are not modern styles and non-compliance [26].…”

“…Buying system is defined as the behavior of the customer after reaching the shopping destination according to the choices available to the customer [10]. Renoux mainly focused on the basic factors that a buyer needs in the behavior system to buy what they want such as size and verities available, color availability, styles, price ranges, quality of the final outfit, material quality, Fitton rooms, etc.…”

“…Plus-size clothing is becoming a new opportunity for garment industry to response to these trends because people who fall in this category seeking to have similar styling as straight sizes. However, few apparel companies focus on plus-sized consumers [9], apparel fit, style or aesthetics and the amount of apparel options available are some of the major issues found in plus-size category worldwide [10]. Among the overweight and obese population, clothing fit problems for overweight and obese women receives critical attention because of two reasons: the amounts of fat deposited on particular body areas (e.g.…”

“…Thanks to the body positivity movement, fat acceptance movement also came forward to bring awareness and attention to the injustices and discriminations faced by overweight or obese individuals [10]. Body Positive movement promotes self-acceptance of one's own body [15].…”