Consumer Behavior

A Comprehensive Study of Short Male Consumers: Garment Fit, Body Size and Clothing Choice

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Abstract

A large body of research of garment fit has primarily examined on women. Short male consumers have never been investigated. In light of the limitations in the prior research, the present study attempts to fill this void by studying the body size, shopping behaviour, and fit preferences of male consumers who are shorter than 5' 8". In order to produce a comprehensive report, this research study consists of three phases. In phase 1, an online survey with several measuring instruments was used to investigate the public perception towards short men. In phase 2, the anthropometric data will be collected from male subjects who are under 5'8", and a sizing chart with four body types (oversized, muscular, average, slender) will be produced. In phase 3, qualitative research method was employed to understand how short men perceive, evaluate and select clothing from three different perspectives – aesthetic, function and emotion.

How to Cite:

Rahman, O. & Navarro, H., (2017) “A Comprehensive Study of Short Male Consumers: Garment Fit, Body Size and Clothing Choice”, International Textile and Apparel Association Annual Conference Proceedings 74(1).