fulfilment of the requirements for the degree of MASTER OF BUSINESS

Most women purchase their clothing in a retail outlet however many consumers seem to have difficulty finding the proper fit to certain garments, whether it be with their upper or lower body. Therefore, consumers who are not the average straight-cut shape experience difficulty when shopping for clothes. Many apparel manufacturers still focus on one specific shape however they are four different shapes women can be. Apparel manufacturers are still living in the past in relation to body shapes. Body shapes have change drastically since the 1970’s due to women’s lifestyle now a days. Some department stores carry petite, sixteen plus and tall sections however there is only a limited variety for respondents to choose from within these sections. A prompt reasonable customised service could solve many women’s problems in relation to their clothing fit. As the present economic climate is looking dismal, the non standard sizes are being punished the most as department stores are closing their petite, sixteen plus and tall sections. This can have both a physical and mental effect on women. The lack of availability of properly fitted clothing can affect women’s confidence and sel