The concept of fit continues to be both elusive and inconclusive and as a construct, fit is difficult to study objectively. Throughout history body size and shape have presented great dilemma for wearers, makers and marketers of garments. The greatest challenge has been to measure the body adequately enough to generate garments that fit the body in a way that wearers prefer. In understanding garment fit, three themes emerge: how to efficiently measure the body in order to capture size and shape; how to analyse and utilise data to create a match between the body, garments and consumer preferences; and how to market resulting garments in a global and competitive environment. The nine papers that comprise this e-book deal with these areas and in doing so create an issue that provides excellent insights for anyone with an interest in the marketing and management of apparels.
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978-1-84663-541-0 (9781846635410)
Schweitzer Klassifikation
