Laurel Dawn Romeo and Young-A Lee
The purpose of this paper is to explore apparel-related issues experienced by plus-size female teens around the functional, expressive, and aesthetic consumer needs model. The…
Abstract
Purpose
The purpose of this paper is to explore apparel-related issues experienced by plus-size female teens around the functional, expressive, and aesthetic consumer needs model. The goal was to uncover any issues which have interfered with or restricted apparel purchases.
Design/methodology/approach
A mixed methods research design was employed to collect body measurements with the use of a 3D body scanner and conduct in-depth interviews with a convenience sample of 30 plus-size females aged 12-17 years and their families.
Findings
The current US sizing system does not fully meet the measurement needs of this study group. Functional fit requirements often dictate the apparel purchased by plus-size female teens. Expressive and aesthetic desires often go unfulfilled by the apparel that satisfied their functional needs. Confusion over apparel size designations interfered with brand and store loyalty and resulted in fewer purchases from both physical and online stores.
Practical implications
Plus-sizes are the fastest growing segment of apparel and offer brands and retailers substantial opportunity for market growth. Plus-size female teens desire to increase their apparel purchases, but have been hindered by certain product development and merchandising practices. Participants made suggestions for brands and retailers to increase sales in the plus-size female teen market.
Originality/value
This study is unique by uncovering previously unknown issues regarding apparel fit and purchase behaviors of the plus-size female teens as well as relating participant’s advice to the apparel industry on this target market.
Details
Keywords
PROPORTIONATELY, that is to say by percentage, salaries for managers are showing what the British Institute of Management describes as a “disquieting” trend when compared to…
Abstract
PROPORTIONATELY, that is to say by percentage, salaries for managers are showing what the British Institute of Management describes as a “disquieting” trend when compared to earnings by production workers. While last year pay for the latter rose by 7.7 per cent, that of managers went up by only 7.2 per cent.
Prominence is given in this issue to the interesting Diamond Jubilee celebration held last month in connection with the Norwich Public Library. It was a courageous but entirely…
Abstract
Prominence is given in this issue to the interesting Diamond Jubilee celebration held last month in connection with the Norwich Public Library. It was a courageous but entirely proper thing to hold this celebration in war time, because although it was calculated to raise opposition from short‐sighted people, at the same time it was good policy to affirm that the Public Library is an essential part of national economy even in the greatest of wars. Excellent arguments on behalf of this last proposition were advanced at that meeting in the happy speech made by Mr. L. Stanley Jast, which we hope to see published in even fuller form sooner or later, and equally in the letter from Sir Frederic Kenyon. This gains greatly in force from the fact that Sir Frederic is not only an officer in the Army, but is, we believe, at this moment serving in France. If any of our readers have had doubts about the present seasonableness of their work, and there may conceivably be such, they may wisely ponder the letter and again take heart of grace. As for the celebration as a whole, it was, as we have said, opportune; it was also skilfully engineered and advertised, and was an undoubted success upon which the Norwich Library Committee and Mr. G. A. Stephen have every reason to congratulate themselves.