Clothing fit preferences of young female adult consumers

Purpose - This paper explores the relationships between body type and fit preferences with body cathexis, clothing benefits sought by consumers, and demographic profiles of consumers. Design/methodology/approach - The survey instrument consisted of a questionnaire with scales assessing fit preference, body type, body cathexis, clothing benefits sought and consumer demographics. Findings - Significant associations were found between body cathexis (satisfaction with head/upper body, lower body, height, weight and torso) and body shape. The degree of satisfaction with different body parts depended on the body type of the individual. The level of satisfaction with head/upper body, height and torso did not vary by body type. No significant differences were found between fit preferences and body type for lower body garments. Research limitations/implications - The majority of respondents were between the ages 18 and 28, affluent Caucasian Americans, with an hourglass body type, who had a family income of $85,000 or more and shopped in department or boutique/specialty stores. Originality/value - Understanding the fit preferences of female consumers could help apparel companies to produce and meet demands for comfortable and well fitting clothes for women. The results of this research may be used as a first step to develop an expert system to correlate body shape and fit preferences of consumers.