PurposeThis paper explores the relationships between body type and fit preferences with body cathexis, clothing benefits sought by consumers, and demographic profiles of consumers.Design/methodology/approachThe survey instrument consisted of a questionnaire with scales assessing fit preference, body type, body cathexis, clothing benefits sought and consumer demographics.FindingsSignificant associations were found between body cathexis (satisfaction with head/upper body, lower body, height, weight and torso) and body shape. The degree of satisfaction with different body parts depended on the body type of the individual. The level of satisfaction with head/upper body, height and torso did not vary by body type. No significant differences were found between fit preferences and body type for lower body garments.Research limitations/implicationsThe majority of respondents were between the ages 18 and 28, affluent Caucasian Americans, with an hourglass body type, who had a family income of $85,000 or more and shopped in department or boutique/specialty stores.Originality/valueUnderstanding the fit preferences of female consumers could help apparel companies to produce and meet demands for comfortable and well fitting clothes for women. The results of this research may be used as a first step to develop an expert system to correlate body shape and fit preferences of consumers.

The purpose of this research was to use experts' knowledge to develop a set of scales to assess female body shapes as visualized in body scans, resulting in an instrument that could be applied through software to the analysis of body scan data. Using 42 body scans representing women aged 20-55 years of age, through a series of steps, researchers developed nine scalesfor body shape assessmentfrom front and side views. Three (Body Build, Body Shape, and Posture) were for whole body analysis, and six (Front Torso Shape, Hip Shape, Shoulder Slope, Bust Shape, Buttocks Shape, Back Curvature) were for analysis of component body parts. For validation, five experts used the Body Shape Assessment Scale (BSAS©) to rate 100 additional body scans. These ratings were used to program software to classify female body scan data using the BSAS©.

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