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Speciality‐size college females: Satisfaction with retail outlets and apparel fit

Kennita Oldham Kind (Currently employed as an Educational Program Specialist with the University of Georgia)
Jan M. Hathcote (Associate Dean for the College of Family and Consumer Sciences, and Associate Professor in the Department of Textiles, Merchandising and Interiors at the University of Georgia)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 April 2000



This study measures the levels of satisfaction regarding retail attributes and apparel fit among speciality‐size (petite, tall, large) college women. Previous studies have measured satisfaction among older speciality‐size women, but none has focused on younger women. The study utilised a conceptual framework based on Renoux's theory of retail satisfaction which consisted of three dimensions: shopping system satisfaction, buying system satisfaction, and consuming system satisfaction. Renoux's theory of retail satisfaction was applied to speciality‐size college women when considering apparel purchases. Female students from nine geographically diverse universities completed the questionnaire. The 358 respondents were categorised into three speciality‐size groups based on their height or clothing size. Respondents who were not categorised as being speciality‐size were placed in an average category. Analyses of variance were used to measure the levels of satisfaction. Findings indicated large‐size college females were the only group who had significant dissatisfaction in regard to shopping and buying systems (retail attributes). The results were surprising because there are numerous stores specifically targeted to large‐size females; however, these stores do not appear to be satisfactorily meeting the needs of the large‐size college females who participated in this study. Petite, tall and large‐size college females indicated dissatisfaction with various apparel fit variables, with the large‐size group being most dissatisfied. The results indicated that apparel manufacturers should re‐evaluate their sizing standards; perhaps a universal, international sizing standard is warranted.


Oldham Kind, K. and Hathcote, J.M. (2000), "Speciality‐size college females: Satisfaction with retail outlets and apparel fit", Journal of Fashion Marketing and Management, Vol. 4 No. 4, pp. 315-324.




Copyright © 2000, MCB UP Limited

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