Page 89 - Anthropometry, Apparel Sizing and Design

118 Anthropometry, Apparel Sizing and Design

for that instance, but you cannot be sure until you try it on for the right fit and size. This
situation is very common when it comes to buying the RTW clothing. Sometimes it
could be frustrating and challenging. Sizes are not always consistent even within the
same brand. Why does this happen? Each of RTW manufacturers has its own standard
size measurements because of several factors. No matter what size is marked on the
label, what really counts is how the garment fits. How do you recognize that your
clothes don’t fit you well? Check for wrinkles and bulges that indicate a poor fit.
A garment that fits well is more likely to be worn and more comfortable (Hsu
et al., 2010). Regardless of how one might perceive “fit” to be good or bad, it is impos-
sible to meet the consumer’s perception of good fit without a set of accurate measure-
ment (Adu-Boakye et al., 2012). This calls for a good body sizing system that is based
on human measurements considering the different body shapes, sizes, and propor-
tions. As a conclusion, in this competitive market, retailers and manufacturers must
be responsive to rapidly changing consumer demands. One of the consumers’ demand
today is the need of garment sizes that fit them well.

4.9.2 Benefits of fit and body sizing system
Fit is the highest determinant for apparel purchase in today’s market; therefore the ability of
l
the manufacturers to produce a well-fitted garment will definitely enhance sales.
Manufacturers will be more successful in this increasingly competitive global environment
l
by offering quality clothing with good fit and size.
l Customers no longer need to spend long hours trying garments for good fit or finding the
right size when shopping for clothes.
l Shopping for clothes will be much easier and fun; shoppers do not have to guess the size and
fit because with the right size, it should fit well.
l Improved customer satisfaction will be resulted to less exchange and returns of clothing.
l A good fit will lead to satisfied customers and therefore will ensure customer loyalty in the
long run and ultimately will enhance business performance of the retailers.
l Majority of shoppers are willing to pay higher for quality clothing with good fit and size.

4.10 Sources of further information and advice

1. The Limited. The One Fit. Retrieved from: http://www.thelimited.com/womens-clothing/
jeans-denim/jeansdenim-shop-by-legshape. (Accessed 30 July 2016).
2. Nordstrom Incorporated. Women’s Dress Fit Guide. Retrieved from: http://shop.nordstrom.
com/c/womensdresses-fit. (Accessed 30 July 2016).
3. Wells, B., 1983. Body and Personality. Longman, London, 1983, pp. 54–58. Sheldon, W.H.,
Stevens, S.S., Tucker, W.B., The Varieties of Human Physique: An Introduction to Consti-
tutional Psychology. Harper & Brothers, New York, 1940.
4. Friedman, A., 2019. Alvanon, human solutions aim to update sizing standards to fit today’s
teens. Retrieved from: www.sourcingjournal.com. (Accessed 12 March 2019).
5. Applegate, J., 2019. Virtual fit is dead. www.linkedln.com. (Accessed 12 February 2019).
6. Hayes, E., 2019. Apparel fit and inclusivity. www.linkedln.com. (Accessed
12 February 2019).
7. Scott, E., 2018. Addressing garment fit across a global population. www.
fashionshouldempower.com.