Ethnicity, body shape differences and female consumers' apparel fit problems

Abstract

AbstractThis research compared body shapes, measurements, ratios and fit problems of 234 African (109) and Caucasian (125) women. A three‐dimensional (3D) full‐body scanner generated virtual body images from which circumferential, width, protrusion and height measurements were extracted. Thereafter, circumferential and height ratios were computed. Drop values of key circumferential measurements were used to classify participants' bodies that were later visually confirmed and adopted. Results revealed that triangle, hourglass and rectangle were the three most predominant shapes among African and Caucasian women. There was a significant association between the three most predominant body shapes and ethnicity. There were significant differences in some body measurements and ratios, most of which were observed between African and Caucasian triangle as well as some of the other body shapes and the Caucasian hourglass used in the apparel industry. The differences especially between Caucasian hourglass and the other body shapes may be resulting in the persistent fit problems reported by some of the predominant body shapes at some of the selected body parts. This study therefore concluded that multicultural markets need to identify characteristics of all prevalent shapes within a population in order to minimize apparel fit problems.