Consumer Behavior

A Cross-Cultural Study of Consumer Perceptions of Clothing Fit

  • Yingying Wu (Cornell 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, more research is needed in clothing fit evaluation by consumers.

How to Cite:

Wu, Y. & Ashdown, S. P., (2016) “A Cross-Cultural Study of Consumer Perceptions of Clothing Fit”, International Textile and Apparel Association Annual Conference Proceedings 73(1).

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Published on
09 Nov 2016
Peer Reviewed