Body cathexis and fit preferences of young South African women of different body shapes and ethnicity

Abstract

Young African (109) and Caucasian (125) women of different body shapes self-reported their perceptions of an ideal figure, body cathexis and fit preferences through a questionnaire. The hourglass shape was perceived by all shapes as the ideal and was further confirmed by a chi-square test (p > 0.05), which showed no association between participants’ body shapes and perceived ideal figure. All the shapes reported dissatisfaction with their mid and lower body parts. Close fit was preferred by most shapes, except Caucasian rectangle that preferred semi-fitted apparel at the abdomen. The results clearly pointed to the influence of body shape and ethnicity on the satisfaction with selected body parts. However, body shape did not seem to influence apparel fit preference. Apparel manufacturers need to better understand the interrelationship between body shapes, body cathexis and fit preferences to adapt manufacturing and marketing strategies to improve fit needs of their target markets.