FACTORS AFFECTING EVALUATION OF CLOTHING FIT: A case study of Adolescents in Sekondi-Takoradi

Fit is an important factor for consumers wearing ready-made clothes. Problems related to apparel fit stem from a variety of factors. The aim of this study is to determine adolescents’ evaluation of clothing fit in terms of functional and aesthetic characteristics. It also assesses how female adolescents and male adolescents differ in the evaluation of the fit of their clothes. A cross-sectional survey design was employed. A total sample of 400 adolescents were selected using random sampling technique. Determination of sample size was based on Taro Yamane’s formula from a population of 12,000. Structured questionnaire with closed ended questions design based on the Likert scale was used as the instrument for eliciting the desired information. The data analysis was performed. The main statistical tools used were means and standard deviations while the Independence Sample T-test was run to verify if evaluation of clothes was independent of gender in terms of both the aesthetic and functional dimension. Findings have clearly shown that aesthetic and functional factors play vital roles in determining clothing fit. Also evaluation of clothing is based on some factors such as size, ease, fabric, brand name, comfortability, feeling good among others. Results further suggest that this consumer group probably does not have the expertise, knowledge and cognitive skills that can enable them, during the evaluation phase of the decision-making process, to realistically evaluate this very important dimension of the quality of clothes. Key words: Adolescents, clothing, fit, functional, aesthetic