How young consumers think about clothing fit?

Shin, Eonyou; Damhorst, Mary Lynn

doi:10.1080/17543266.2018.1448461

Cited by 24 publications

(36 citation statements)

References 17 publications

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“…From the semi‐structured interviews, participants evaluated garment fit through four key variables, namely, aesthetic fit, functional fit, physical fit, and social fit, a finding further corroborated by McKinney and Shin (2016), Shin and Damhorst (2018). The fit reviews that were chosen to feature on the experimental websites were based on the following criteria: The review had to encapsulate all fit parameters: Social fit, physical fit, aesthetic fit and functional fit (Shin & Damhorst, 2018).…”

Section: Methodsmentioning

confidence: 66%

“…Adhering to prior methodologies, whilst wearing the dresses, participants were asked predetermined questions relating to garment fit to capture their first‐hand fit appraisal (Grogan et al, 2013; Rodrigues et al, 2017). Interview questions were taken from the clothing literature (Grogan et al, 2013; McKinney & Shin, 2016; Shin & Damhorst, 2018). This procedure facilitated the development of the verbal fit stimuli (UG fit review) for the web experiment (phase 3).…”

Section: Methodsmentioning

confidence: 99%

“…Online, where palpable clothing information is lacking, concerns with clothing fit are magnified due to the inability to physically appraise the product (Blanco et al, 2010; Jai et al, 2014; Kim & Lennon, 2010). Moreover, concerns with garment fit are multifaceted as different consumers may experience concerns with the physical (tightness), aesthetic (appearance), functional (movement) and social fit (perceived occasion suitability) of a garment based on their subjective experiences (Shin & Damhorst, 2018). Research that has explored concerns with fit online has only focused on visual information, in particular, the size of a fashion model (Kim & Damhorst, 2010, 2013) or Virtual Try‐On avatars (Shin & Baytar, 2014) and has failed to address the impact of body shape and verbal fit information on the consumers' concerns with fit.…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

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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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Section: Methodsmentioning

confidence: 66%

Section: Methodsmentioning

confidence: 99%

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

See 1 more Smart Citation

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

Chrimes

Boardman

Vignali

et al. 2022

J of Consumer Behaviour

View full text Add to dashboard Cite

show abstract

“…Fabric properties such as bending, shear and friction are associated with garment fit (Pavlinic and Gersak, 2009). For instance, bending affects garment drape and it is associated with the aesthetic fit whereas fabric friction affects physiological comfort and it is associated with functional fit (Hunter and Fan, 2004; Shin and Damhorst, 2018). Silhouette, line and color components of a garment can be mimicked virtually; however, it is not easy to fully reflect fabric properties in a virtual context (Rodrigues et al , 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

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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“…These mirror neuron-rich areas, often implicated in mental imagery, may possibly predict the presence of purchase intention during product evaluation. Purchasing processes for apparel also involve both personal and social components ( Tiggemann and Lacey, 2009 ; Shin and Damhorst, 2018 ). Since consumers formulate fit satisfaction from both their own and others’ perspectives, the engagement of self-referential processing by the dorsomedial prefrontal cortex (dmPFC) ( D’Argembeau et al, 2007 ) and mentalization by the temporoparietal junction (TPJ) ( Saxe and Kanwisher, 2003 ) and superior temporal sulcus (STS) ( Deen et al, 2015 ) may be essential in the consumer decision-making process of fashion products.…”

Section: Introductionmentioning

confidence: 99%

Neural Correlates of Garment Fit and Purchase Intention in the Consumer Decision-Making Process and the Influence of Product Presentation

2021

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In today’s competitive e-commerce markets, it is crucial to promote product satisfaction and to quickly identify purchase intention in decision-making consumers. The present investigation examined the relationship between perceived garment fit and purchase intention, together with how product presentation methods (mannequin versus self-model) contribute to decision-making processes of clothing. Thirty-nine female volunteers were scanned using fMRI while performing an online shopping task. In Part 1, univariate analysis was conducted between garment fit and product presentation factors to assess their effects on purchase deliberation. In Part 2, univariate, multivariate pattern, and psychophysiological interaction analyses were carried out to examine the predictive ability of fit evaluation and product presentation on purchase intention. First, garment fit × product presentation interaction effects on purchase deliberation were observed in the frontopolar cortex, superior frontal gyrus, anterior cingulate cortex, and posterior cingulate cortex. Part 2 demonstrated neural signals of the dorsomedial prefrontal cortex, premotor cortex, supplementary motor area, superior parietal lobule, supramarginal gyrus, superior temporal sulcus, fusiform gyrus, and insula to distinguish subsequent purchase intentions. Overall, the findings denote directed exploration, visual and action processing as key neural processes in decision-making that uniquely reflect garment fit and product presentation type during purchase deliberation. Additionally, with respect to the effects of purchase intention on product evaluation, the evidence conveys that mental interactions with products and social cognition are fundamental processes that capture subsequent purchase intention at the product evaluation stage.

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How young consumers think about clothing fit?

Cited by 24 publications

References 17 publications

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

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

Exploring the factors influencing consumers’ virtual garment fit satisfactions

Neural Correlates of Garment Fit and Purchase Intention in the Consumer Decision-Making Process and the Influence of Product Presentation

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