Fit and shopping preferences by clothing benefits sought

Abstract

Purpose

The purpose of this study is to determine whether clothing benefits sought (CBS) affected fit preferences, satisfaction with the fit of ready‐to‐wear, label style preferences, and shopping behaviors of US women.

Design/methodology/approach

Written questionnaires were completed to determine the relationship between the CBS paradigm and the fit and shopping variables examined in the study. A larger study from which these findings are drawn involved behaviors related specifically to pants.

Findings

Responses on questionnaires from 150 women indicated four CBS factors: Fashion Forward, Sexy, Reputation, and Individualist. Study participants who desired Fashion Forward benefits preferred to shop in specialty stores and a tighter fit. Participants who sought Sexy benefits spent the most money on average, for a new pair of pants, preferred a tighter fit, clothing sized by waist dimension, and shopping in specialty stores. Participants who desired Reputation benefits from clothing shopped in specialty stores. Respondents who sought the Individualist benefits were more likely to shop via catalog/internet.

Research limitations/implications

Data were obtained from a convenience sample of women in a metropolitan area of the USA, thus generalization of results is limited.

Practical implications

In an overstored, highly competitive retail environment, the CBS paradigm will be useful in targeting product and product delivery. The findings indicate, however, that women who seek different benefits from their clothing do shop differently.

Originality/value

Results of the study will help one to better define markets according to an intuitively useful psychographic variable for which there has been limited research.

Citation

Kinley, T.R. (2010), "Fit and shopping preferences by clothing benefits sought", Journal of Fashion Marketing and Management, Vol. 14 No. 3, pp. 397-411. https://doi.org/10.1108/13612021011061852