Exploring apparel purchase issues with plus-size female teens

Abstract

Purpose – The purpose of this paper is to explore apparel-related issues experienced by plus-size female teens around the functional, expressive, and aesthetic consumer needs model. The goal was to uncover any issues which have interfered with or restricted apparel purchases. Design/methodology/approach – A mixed methods research design was employed to collect body measurements with the use of a 3D body scanner and conduct in-depth interviews with a convenience sample of 30 plus-size females aged 12-17 years and their families. Findings – The current US sizing system does not fully meet the measurement needs of this study group. Functional fit requirements often dictate the apparel purchased by plus-size female teens. Expressive and aesthetic desires often go unfulfilled by the apparel that satisfied their functional needs. Confusion over apparel size designations interfered with brand and store loyalty and resulted in fewer purchases from both physical and online stores. Practical implications – Plus-sizes are the fastest growing segment of apparel and offer brands and retailers substantial opportunity for market growth. Plus-size female teens desire to increase their apparel purchases, but have been hindered by certain product development and merchandising practices. Participants made suggestions for brands and retailers to increase sales in the plus-size female teen market. Originality/value – This study is unique by uncovering previously unknown issues regarding apparel fit and purchase behaviors of the plus-size female teens as well as relating participant’s advice to the apparel industry on this target market.