A Study on Growth of Human Body Measurements and Its Implication on Clothing Consumption in Tamilnadu, India

Abstract

Body dimensions differ from person to person as well as generation to generation. It is essential to periodically provide anthropometric surveys to revise the sizing system according to recent changes in the data, in order to allow apparel manufacturers to produce mass customized products. The sizing system has a vital role in apparel fit, which attracts customers to buy ready to wear garments. There will not be quality in apparel unless it satisfactorily fits the potential wearers. Current sizing standards rely on anthropometric data that are decades old. The current generation is apparently taller than its predecessors. People are growing into a race of giants and the future generations are likely to be even bigger. Increasing human sizes will have implications on future homes, clothes, cars and furniture. This study will help to prove this fact through figures obtained by taking the measurements of those above 18 years old and their parents. It will also be helpful to find out the impacts of changes in dimensional growth on clothing consumption.

Value-based nudging of ethnic garments: a conjoint study to differentiate the value perception of ethnic products across Indian Markets

“…Studies on branded readymade garments in India have found the brand name, store image, promotions, product attributes and reference groups to play an essential role in apparel buying behaviour (Gurunathan et al , 2013). In a review of about 21 articles comparing Indian and Chinese denim consumers, Jin et al (2010) found product attributes such as price, country of origin, quality, design, style, fit, fabric, colour, care, brand name, comfort, durability and fashion being relevant to purchase.…”

“…To summarize, past research has established a strong relationship between variables such as reflection and definition of self, educating others about their own culture, link to heritage (O'Neal, 1999), ethnic identification (Kim and Arthur, 2003), experience of internal emotions and inner meaning regarding ethnic or ethnic-inspired dresses (Chattaraman and Lennon, 2007), acculturation of population to a foreign culture (Rajagopalan and Heitmeyer, 2005), brand name, store image, promotions, product attributes and reference groups (Gurunathan et al , 2013) and price, country of origin, quality, design, style, fit, fabric, colour, care, brand name, comfort, durability and fashion (Jin et al , 2010) with behaviours such as usage of ethnic apparel, attitude towards cultural apparel, consumption of cultural apparel, involvement with ethnic clothing, apparel buying behaviour of readymade garments and denim purchase behaviour, respectively. Similarly, studies based on CPV and related models have shown significant promise in explaining what drives consumer value across product lines.…”