A Study to Explore Fit Perceptions and Satisfaction with Apparel Fit in Ready-To-Wear Garments amongst Young Adults

Abstract

The study was undertaken to enhance understanding of general satisfaction amongst young adult consumers aged between 20 to 30 years with ‘Ready-to-Wear’ apparel fit. The respondents were limited to 100 females and 100 males, belonging to the city of Kolkata and were subjected to a structured questionnaire for their responses. This study seeks to refine the concept of apparel fit and satisfaction with fit in general, to qualitatively investigate consumers’ perceptions of apparel fit and the factors that may affect fit satisfaction, and to develop an understanding of consumers’ overall satisfaction with fit. The general perceptions of clothing fit satisfaction may be affected by a multitude of factors which come into play when consumers evaluate whether or not garment fit meets their expectations, both during and after purchasing garments.

      The study also concentrates on respondents’ demographic characteristics, such as age (for example, young adults), gender and body size. Chi-Square test was done to show that fit satisfaction did not have any association with body shape of the consumer. Findings on

differences in fit satisfaction between genders indicated no distinguishable differences in satisfaction with fit regarding ‘Ready-to-Wear’ garments. A good fit resulted both in, and from, a comfortable feeling. Results showed that physical comfort related to fit was achieved when the consumer was satisfied with physical and functional fit, including aspects such as tightness, length, size, and freedom of movement. Psychological fit was achieved when the consumer was satisfied with aesthetic fit. The study provides a theoretical basis for future consumer behaviour research, by conceptualizing consumers’ definition of apparel fit, and by identifying and quantifying key drivers of apparel fit satisfaction in general.