Female Apparel Consumers’ Understanding of Body Size and Shape

Abstract

This study assessed the reliability of the self-perceived lower-body size and shape using 3D body-scanning technology. Comparison of each participant's measurements on the relevant variables to categorized Size USA data provided a method of identifying where an individual is placed in relation to the population. Comparing perceptions (survey results) to actual placement in the population (derived from a participant's 3D body measurements) gave insight into how different categories of participants viewed themselves and how valid their self-assessments were at various locations on the body. This study also analyzed the relationship between garment fit satisfaction, body cathexis, and self-perception of lower-body size and shape for each body location because apparel companies have had difficulty in understanding fit from a consumer's perspective. The researchers expect that the analyses of the influences of body cathexis and body perceptions on fit satisfaction can help apparel companies further understand their customers' fit satisfaction goals.