A Cross-Cultural Study of Consumer Perceptions of Clothing Fit
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
Many studies and industry initiatives endeavor to provide well-fitted ready-to-wear products (RTW) to consumers. However, consumer perception of clothing fit has not been fully studied. We conducted a simulated fitting room study and a 3D virtual fitting study to investigate consumers' understanding of fit through their fitting practices and their organic language. It was found that both Chinese and American women experienced difficulties in fit evaluation. They lacked knowledge and methods of fit evaluation as well as vocabulary to describe clothing misfit. Therefore, expand clothing fit evaluation to consumers is demanded.