Consumers' knowledge on sizing and fit issues: a solution to successful apparel selection in developing countries

Abstract

AbstractA study was conducted in the Nairobi, Eldoret and Kisumu regions of Kenya with the objective to determine and describe the role that Kenyan female consumers' sizing and fit knowledge play in the problems that they experience when selecting apparel. The study was cross‐sectional and 201 female teachers between the ages 25 and 55 years were involved. Participants completed a questionnaire and were measured wearing body suits. Results revealed that most Kenyan female consumers frequently experience problems in getting the right size apparel items, while more than 90% of the consumers are also unsatisfied with the fit of their clothes. It was clear that most Kenyan female consumers are familiar with the non‐informative lettered and numbered size labels as well as with the size label terms that represent established body types. However, the consumers lack knowledge of the meanings of various size label descriptions used on labels of ready‐made apparel and also lack knowledge of their own key body dimensions. They are also confused as to where the cause of their problems lies and therefore blame their bodies as well as the apparel industry for their problems. The importance of knowledge in consumers' selection of apparel that would fit their specific proportions should not be underestimated. Industry should take notice that it is of no use to present consumers with size label information that is not clear, informative and understandable, as currently the case with the use of non‐informative lettered and numbered size codes.