Exploration of kids ready to wear clothing brands for measurement and fit discrepancies

Abstract

Purpose This study aims to probe customers’ expectations and explore discrepancies across various domestic kids’ ready to wear (RTW) apparel brands for measurements, fit, shape and labelling/nomenclature. Design/methodology/approach Data were collected through qualitative and quantitative methods. Interviews were held with the consumers to understand their perceptions and expectations with the kids’ wear brands for measurements, fit and labelling. The approach had a twofolded purpose of addressing the consumers’ dissatisfaction and the apparel manufacturer’s perspective. Findings The results indicated that 87% of consumers gave importance to well-fitted apparel. The apparel brands considered for the study showed inconsistency and discrepancies in the measurements, leading to consumer dissatisfaction and frustrations. Research limitations/implications The findings of the study may be useful for fashion academia, kids RTW apparel manufacturers and designers who can relate to the role of standard measurements and the varying body shapes in RTW apparel. They can work closer to develop innovative practices focusing on the fit challenges in kids RTW apparel. Originality/value The implication of the lack of any standard measurement for Indian kids for apparel is well-established in the study.