Significance of body image among UK female fashion consumers: The cult of size zero, the skinny trend

Apeagyei, Phoebe R.

doi:10.1080/17543260701867697

Cited by 37 publications

(38 citation statements)

References 21 publications

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“…Clothing has been considered as a way of modifying the surface and shape of the body, in order to change the silhouette in accordance with the latest trend and fashion. Today's savvy fashion consumers' attitudes towards what is considered suitable and worthwhile are heavily steered by their psychological preferences (Apeagyei, 2008). Consumers increasingly expect their garments to have functional properties that match the specific end-use conditions under which the garments are to be worn.…”

Section: Sizing and Comfortmentioning

confidence: 99%

Stretch to fit – made to fit^†

Dove

2016

International Journal of Fashion Design, Technology and Educati

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It is widely recognised that elastic fibres (spandex and lycra) are used to impart stretch to fabrics. The amount the apparel stretches to fit depends on the elastic fibres' characteristics and recovery properties, in providing pressure comfort and ease of movement. Made to fit, by comparison, is the construction of two-dimensional non-stretch pattern blocks using body darts to denote the 3D form. Building patternmaking theory can lead to a better understanding of the body to garment interaction, and the fit of apparel. This investigation commences with the identification of garment block construction methods for woven and jersey apparel, and corresponding garment fit expectations, comparing two published patternmaking methods. It proposes a system of adding bust cup grading into non-stretch garment blocks. The experimental results indicate that the proposed method would be easy to implement and could generate patterns with an improved bust girth fit. The purpose of this paper is to show that a new grading system would better serve the female population than the system currently in use. This system would also be more efficient as it would reduce the consumer time spent in fit identification as labelling would also indicate bust cup sizing. ARTICLE HISTORY

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Section: Sizing and Comfortmentioning

confidence: 99%

Stretch to fit – made to fit^†

Dove

2016

International Journal of Fashion Design, Technology and Educati

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“…Vanity sizing is the clothing industry's term for the fact that clothing manufacturers mark down their garment sizing by placing a smaller size label on a garment with larger measurements to satisfy the psychological need of consumers who want to feel slim (Alexander et al, 2005;Pisut and Connell, 2007). This practise is used as a marketing tool to enable clothing manufacturers to benefit from store patronage (Apeagyei, 2008). The opposite of this is the claim that clothing manufacturers only produce garments in small sizes and mark the sizes up as a marketing advantage for garments that should only fit thin 'trendy' bodies (Laitala et al, 2011).…”

Section: Vanity Sizingmentioning

confidence: 99%

Determining female consumers’ perceptions of garment fit, personal values and emotions when considering garment sizing

Kasambala

Kempen

Pandarum

2015

Int J Consumer Studies

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Female consumer's clothing shopping experience is primarily influenced by the appearance and fit of a garment that may be influenced by their personal values and is a process that involves emotions (Otieno et al., 2005; Lopatovska and Arapakis, 2011). Very little research focussing on the emotional impact and the role that personal values play in the female consumers’ shopping experience of ready‐to‐wear garment fit has been conducted in South Africa to date. The primary objective of this study was to explore the areas of concern of garment sizing to establish the emotional impact garment sizing and the resulting fit have on the female consumer purchasing behaviour when evaluated against their personal value system. This study applied the means‐end chain theory approach that allowed the researcher to explore female consumers’ personal values and the resulting emotions, through the application of the laddering interview techniques. Using open‐ended questions, this study aimed to discover the role of female consumers’ perceptions of garment sizing and the resulting emotional effects of garment fit on their purchasing decisions. The findings from the data collected from a purposeful and convenient sample of 62 female consumers from Gauteng, Johannesburg showed that the majority of the participants in this study failed to attain their personal values through the fit of a garment due to inconsistent, unreliable and inaccurate sizing, garment sizing which is unsuitable for various body shapes and the unavailability of certain clothing sizes in ready‐to‐wear garments. The study established that it is extremely important that South African clothing manufacturers and designers should strategize to satisfy the clothing need of the consumers who are currently having problems with garment sizing, by understanding female consumers’ garment sizing and fit needs through extended research of their target markets.

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“…Regardless of the recent debate, the thin ideal is still a salient component of female attractiveness (Antioco, Smeester, and Le Boedec 2012;Apeagyei 2008;Yu, Damhorst, and Russell 2011). The assumption that thin models result in higher ad effectiveness is probably the main motivation for firms to continue to portray them in advertisements (Dittmar 2005).…”

Section: Introductionmentioning

confidence: 96%

Extremely thin models in print ads: The dark sides

Andersen¹,

Paas

2012

Journal of Marketing Communications

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To appeal to consumers as social beings, advertisers include social settings and human images in commercial messages. Extant empirical research shows that thin models are perceived as more attractive and that the use of attractive models results in higher ad effectiveness. However, this study offers empirical evidence of 'dark sides' of extremely thin models, such that they harm advertising performance. The negative effects of extremely thin models stem from their influence on consumers' psychological well-being, as well as their ethical judgements of the advertisement. Respondents in this study also regard an extremely thin model as less attractive than a more average model. These results suggest that organizations should reconsider the portrayal of extremely thin models in their promotional messages and, more generally, consider consumer ethics when developing marketing communication messages.

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Significance of body image among UK female fashion consumers: The cult of size zero, the skinny trend

Cited by 37 publications

References 21 publications

Stretch to fit – made to fit^†

Stretch to fit – made to fit^†

Determining female consumers’ perceptions of garment fit, personal values and emotions when considering garment sizing

Extremely thin models in print ads: The dark sides

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Significance of body image among UK female fashion consumers: The cult of size zero, the skinny trend

Cited by 37 publications

References 21 publications

Stretch to fit – made to fit†

Stretch to fit – made to fit†

Determining female consumers’ perceptions of garment fit, personal values and emotions when considering garment sizing

Extremely thin models in print ads: The dark sides

Contact Info

Product

Resources

About

Stretch to fit – made to fit^†

Stretch to fit – made to fit^†