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Ethnicity, body shape differences and female consumers' apparel fit problems
Author(s) -
Makhanya Bukisile P.,
Klerk Helena M.,
Adamski Karien,
MastametMason Anne
Publication year - 2014
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12079
Subject(s) - hourglass , body shape , rectangle , clothing , population , ethnic group , mathematics , geometry , demography , computer science , geography , artificial intelligence , sociology , anthropology , archaeology
This research compared body shapes, measurements, ratios and fit problems of 234 A frican (109) and C aucasian (125) women. A three‐dimensional ( 3D ) full‐body scanner generated virtual body images from which circumferential, width, protrusion and height measurements were extracted. Thereafter, circumferential and height ratios were computed. Drop values of key circumferential measurements were used to classify participants' bodies that were later visually confirmed and adopted. Results revealed that triangle, hourglass and rectangle were the three most predominant shapes among A frican and C aucasian women. There was a significant association between the three most predominant body shapes and ethnicity. There were significant differences in some body measurements and ratios, most of which were observed between A frican and C aucasian triangle as well as some of the other body shapes and the C aucasian hourglass used in the apparel industry. The differences especially between C aucasian hourglass and the other body shapes may be resulting in the persistent fit problems reported by some of the predominant body shapes at some of the selected body parts. This study therefore concluded that multicultural markets need to identify characteristics of all prevalent shapes within a population in order to minimize apparel fit problems.