Social and Psychological Aspects

A Cross-Cultural Study of Consumer Perceptions of Clothing Fit

  • Yingying Wu (Kansas State University)
  • Susan P. Ashdown (Cornell University)


Many studies and industry initiatives endeavor to provide well-fitted ready-to-wear products (RTW) to consumers. However, consumer perception of clothing fit has not been fully studied. We conducted a simulated fitting room study and a 3D virtual fitting study to investigate consumers' understanding of fit through their fitting practices and their organic language. It was found that both Chinese and American women experienced difficulties in fit evaluation. They lacked knowledge and methods of fit evaluation as well as vocabulary to describe clothing misfit. Therefore, expand clothing fit evaluation to consumers is demanded.

How to Cite:

Wu, Y. & Ashdown, S. P., (2017) “A Cross-Cultural Study of Consumer Perceptions of Clothing Fit”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
01 Jan 2017
Peer Reviewed