The South African clothing industry: problems experienced with body measurements

Abstract

The aim of this research was to explore and describe the problems that the South African clothing industry currently experiences with regard to body measurements needed for the manufacturing of well-fitting clothing. Providing garments that fit a three dimensional body remains a challenge to the clothing industry, not only in South Africa. Consumer’s problems with fit can, however, not be addressed without a set of reliable body measurements. A quantitative research approach was followed. A postal survey was conducted among South African retailers and manufacturers. The entire target population was included for the postal survey. The postal survey was succeeded by individual interviews, using a structured interview schedule. Purposive sampling was used to identify 13 respondents according to set criteria. Data were analysed with the use of descriptive statistics in the form of frequency tables, as well as content analysis. Results indicated that, for a large proportion of vertical, horizontal and circumference measurements, there are either no international descriptions available, or no consensus among international descriptions as to how the measurements should be taken. Results also indicated that for a large proportion of, especially, the vertical measurements, the respondents do not agree on the description of how and/or where the measurement should be taken and experience problems with, especially, the measuring of vertical and circumference measurements. These problems are mostly related to landmarking.