Analysis of garment fit problems and body measurements of Ethiopian young female consumers

Abstract

Purpose This paper aims to investigate fit problems with some ready-to-wear garments, analyse the body measurements of Ethiopian young female consumers and draw implications for the improvement of ready-to-wear garment fit. Design/methodology/approach A random sample of 970 university students aged 18–35 years were interviewed, and their 35 body dimensions were measured manually according to the procedures in ISO 8559: 2017. The fit problems and body measurements were examined with the body mass index (BMI) and ethnicity of the subjects. Moreover, 15 body dimensions were compared with that of Chinese and US females of similar age. Findings The results showed that fit problems are frequent in lower garments for underweight consumers. Nearly consistent and smaller differences in body measurements were observed with BMIs and ethnicity of the subjects, while inconsistent and larger differences were found among the subjects from the three countries. The Ethiopian subjects were smaller than the Chinese in height and weight, between the Chinese and US females in most body measurements, and larger than the US subjects in across shoulder and arm and shoulder lengths. The results alarm the need for the development of Ethiopian national garment size standards. Originality/value The paper relates ready-to-wear garment fit issues to demographic factors and demographic factors to body measurements. Moreover, it considers young female consumers in Ethiopia, an African country with less explored consumer needs for clothing.