Abstract
ABSTRACT Young African (109) and Caucasian (125) women of different body shapes self-reported their perceptions of an ideal figure, body cathexis and fit preferences through a questionnaire. The hourglass shape was perceived by all shapes as the ideal and was further confirmed by a chi-square test (p > 0.05), which showed no association between participants’ body shapes and perceived ideal figure. All the shapes reported dissatisfaction with their mid and lower body parts. Close fit was preferred by most shapes, except Caucasian rectangle that preferred semi-fitted apparel at the abdomen. The results clearly pointed to the influence of body shape and ethnicity on the satisfaction with selected body parts. However, body shape did not seem to influence apparel fit preference. Apparel manufacturers need to better understand the interrelationship between body shapes, body cathexis and fit preferences to adapt manufacturing and marketing strategies to improve fit needs of their target markets.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Fashion Design, Technology and Education
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
