Consumer Behavior

Style preferences toward the dress recommended based on body shapes

  • Wenjia Zong orcid logo (Cornell University)
  • Fatma Baytar (Cornell University)


Each woman possesses unique body measurements, weight, and height, that influence their dress and style choices. This study investigated a novel style recommendation system tailored to body shapes to fulfill consumers' desires for personalized styles and enhance purchase intentions. The objectives included evaluating consumer purchase intentions regarding the female body shape-based style recommendation system by aligning dress attributes with the Female Figure Identification Technique (FFIT) body shapes. The basic dress styles suitable for each body shape were identified through an examination of fashion books, blogs, prominent fashion brands and magazines. A style recommendation system was developed for an interactive website featuring these 3D-rendered dresses and body shapes. Participants shared their body shape, body satisfaction, purchase intention, trend preferences, body measurements, and fit preferences. Body shapes were determined using self-measured metrics based on FFIT's definitions. The study's findings suggested that dress style recommendations should vary according to body shape. 

Keywords: style recommendation system, female body shapes, purchase intention

How to Cite:

Zong, W. & Baytar, F., (2024) “Style preferences toward the dress recommended based on body shapes”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
27 Jan 2024
Peer Reviewed