Designing apparel for consumers: The impact of body shape by M-E Faust, S Carrier

By M-E Faust, S Carrier

Given its significance for shopper delight and therefore model luck, clothing healthy is an enormous problem for outlets and types around the undefined. there were significant advancements in sizing examine and the way it may be utilized in clothing layout. This booklet studies how those advancements are affecting garments layout for various teams of shoppers. half one in every of this ebook identifies a variety of elements of physique form, dimension, quantity and the mental points of designing clothing. half outlines the demanding situations in realizing sizing and form requisites and offerings of specific patron teams.

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As first described by Susan Watkins, our clothing forms a portable environment, close to the moving active body, with extraordinary requirements of fit in order to be physically and psychologically appropriate for our needs (Watkins, 1995). Of course, if worldwide apparel needs are considered it becomes clear that some apparel forms have very different sizing requirements. Wrapped clothing may fit many different body sizes and shapes with just one size of rectangle; minimally shaped styles such as the traditional Japanese kimono require fewer sizes for satisfactory fit.

There are continuing technological developments in techniques such as laser seaming and automated manufacturing that are gradually reducing sewing tolerances, but since fashion is constantly pushing the envelope with new and innovative fabrics, and fabric characteristics can vary so significantly, this is not an issue that will go away any time soon. Consumers tend to think that if a garment they like and try on (in ‘their’ size, of course) does not flatter them, then that brand will not fit them well.

Sizes is the first step. However, return communication from the customer is equally important to understand why garments are not purchased or are returned, and to collect fit data to improve the sizing system. A final issue with apparel sizing is the difficulty of changing an existing sizing system. Any change that results in misfit for already satisfied customers in order to try to attract new customers will be counterproductive. Indeed, an apparel company has another important decision to make – whether they will change their sizing to satisfy their loyal customers as they age, with concurrent changes in body size and shape, or whether to stay with their original demographic.

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