Comparing Japanese and British impressions of dress forms

Abstract

Purpose A suitable dress form is necessary for patternmaking when manufacturing a garment for the global market. The purpose of this paper is to investigate the similarities and differences in visual impressions and preferences of dress forms between Japanese and British female university students. Design/methodology/approach The authors carried out sensory evaluations of the visual impressions of dress forms using images of four forms made in Japan, France, the UK and the USA. The participants (18 Japanese and 11 British female university students in their 20s) assessed them using the semantic differential method. In total, 22 adjective pairs concerning style, image and preference factors were used. The authors performed a principal component analysis on the results for style and image. For preference factors, one-way analysis of variance was used to analyze whether there was a difference in preference between the dress forms. Findings The Japanese students evaluated dress forms by considering balance and cool (fashionable) as the first principal component, and frailty and delicacy as the second. A large bust-to-waist ratio strengthens the impression of the latter component. The Japanese preferred dress forms of the kind worn by fashion models. Their preference was heavily influenced by the first principal component, but this preference decreased when the dress form evinced a weak impression. The British students assessed dress forms using healthy and cool (fashionable) as the first principal component, and frail and thin body as the second. A ratio of the width of the shoulder to that of the waist (at the front) of 1.6:1 and a rounded back shape from the side view were considered healthy. Originality/value These results can help understand the Japanese and British customers’ impressions and preferences on the dress form. Moreover, apparel manufacturers choose a suitable dress form to manufacture garments for the global market, by considering similarities and differences in people’s preferences.