Analysis of garment fit satisfaction and fit preferences of Ethiopian male consumers
Research Journal of Textile and Apparel
ISSN: 1560-6074
Article publication date: 26 January 2022
Issue publication date: 5 May 2023
Abstract
Purpose
The purpose of this study is to explore fit problems, satisfaction and preferences of Ethiopian male consumers of ready-made garments (shirt, polo shirt, sweater and khaki and jeans trousers) and highlight the need for a domestic standard garment size chart.
Design/methodology/approach
Using a structured questionnaire, 405 usable responses were collected from consumers in four cities (Bahir Dar, Kombolcha, Dessie and Addis Ababa) based on convenience sampling. Moreover, the pattern-making methods of 12 domestic garment manufacturing companies were investigated. One-way analysis of variance and multivariate analysis of variance were used to examine differences in fit satisfaction with age, body size and shape. Multiple regression was used to test hypotheses.
Findings
The participants were mostly neither satisfied nor dissatisfied with the fit of the garments irrespective of their age, body size and shape. While age was found to be insignificant, apparel sizes worn and body shape were found to be significant predictors of fit type in most garments. It was also found that most of the domestic garment manufacturing companies use the knock-off method for pattern making, which results in a bad fit as the basic garment for the knock-off is constructed based on other countries’ standards.
Originality/value
This study investigates the fit problems and preferences of ready-made garments in the context of consumers in a developing country. Moreover, it has a contribution in considering men’s body shape in the analysis of fit preferences. The results have implications for developing domestic standard garment size charts to improve fit satisfaction.
Keywords
Acknowledgements
The authors thank the Ethiopian Institute of Textile and Fashion Technology, Bahir Dar University, for supporting this research financially.
Citation
Bizuneh, B., Destaw, A. and Mamo, B. (2023), "Analysis of garment fit satisfaction and fit preferences of Ethiopian male consumers", Research Journal of Textile and Apparel, Vol. 27 No. 2, pp. 228-245. https://doi.org/10.1108/RJTA-08-2021-0102
Publisher
:Emerald Publishing Limited
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