Male consumer's expectations of the fit of ready-to wear business apparel and the influence on the purchase decision

Abstract

Numerous authors are in agreement about apparel being a means of communication, especially in the workplace environment (Howlett et al. 2013; Li et al. 2012; Kang et al. 2011; Kwon 1994; Stuart & Fuller 1991). In fact, business apparel has been found to be used as a tool to communicate perceived meaning about the wearer to others, such as level of education, diligence, and even occupational ability (Kwon 1994; Stuart & Fuller 1991). Business apparel has the ability to be used by the wearer as a means to impress others but have also been found to produce positive feelings like confidence, productivity and dependability in the mind of the wearer (Peluchette et al. 2006). Moreover, minor changes in an outfit can influence the opinions and judgements made by others about the wearer (Howlett et al. 2015; Howlett et al. 2013). Otnes and McGrath (2001) suggest that men may attempt to achieve professional success when purchasing business apparel as the apparel worn at work may be related to achieving success in the workplace. Men are becoming more evident in the ready-to-wear apparel retail market, which may be explained by a shift in the way society sees traditional gender roles (McNeill & Douglas 2011; Otnes & McGrath 2001). In fact, Otnes and McGrath (2001) propose that men who are not limited by the view of traditional gender roles shop with motivation, often displaying shopping behaviour considered as feminine, but do so with a specific goal in mind. Increased marketing activities targeting male consumers (Seo et al. 2001), a greater variety in ready-to-wear business apparel options, due to the tendency towards a more casual dress code in many workplaces (Torres et al. 2001), and an increased consciousness about managing their own appearance (Sindicich & Black 2011) contribute to changes in the apparel purchasing behaviour of male consumers. Kang et al. (2011) suggest that men in particular expect specific outcomes, such as career advancement, communicating a positive impression to others, improving personal performance in the workplace, and feeling good about themselves, which they associate with their business apparel. Well-fitting apparel makes a positive contribution to the appearance of the wearer. Consumers, including men, often consider the fit of ready-to-wear apparel items as an aspect to consider when evaluating alternatives for purchasing. This is significant vi since the fit of apparel contributes not only to the physical comfort of the apparel item but also involves an aesthetic as well as a socio-psychological dimension (Tselepis & De Klerk 2004). Fit problems with ready-to-wear business apparel among male consumers have been reported by various authors (Sindicich & Black 2011; Sindicich 2008). However, getting a clear indication of consumers’ evaluation of apparel fit remains a complicated process (Chen 2007) and with the wide range of body shapes among apparel consumers, as well as their range of preferences towards apparel fit, problems with the fit of apparel items continue to be a topic of concern for manufacturers and retailers (Bye & LaBat 2005; Anderson et al. 2000) and the task of providing consumers with satisfactory fit is notably difficult (Ross 2005). Considering the influence which consumers’ expectations of the fit of their apparel has on the apparel purchase decision, the limited research about male consumer expectations regarding the fit of apparel is a problem worth addressing. This includes what their expectations are with regard to the fit of their business apparel, as well as factors they consider to be important when in the process of purchasing business apparel. Therefore, the overall purpose of this study was to gain knowledge regarding the functional, aesthetic and socio-psychological expectations that South African male consumers hold towards the fit of ready-to-wear business apparel, and to determine the extent to which their expectations influence their apparel purchase decisions. The study employed an exploratory, quantitative research approach. Data were collected by means of an electronic questionnaire through a combination of both purposive and snowball sampling techniques. Descriptive statistics were used to describe the demographic and psychographic profile of the sample by means of frequencies and percentage distributions and to analyse the coded data. A correlation coefficient was calculated and was used to determine the reliability of the constructs, namely the functional, aesthetic and socio-psychological expectations of fit and the importance of these apparel attributes when respondents purchase ready-to-wear business apparel. A multiple linear regression model was applied to determine the relationship between the expectations and the extent to which these influence the purchase decision regarding business apparel. vii The results of this study indicated that respondents showed a higher level of agreement with the functional expectations of the fit of their business apparel than with the aesthetic and socio-psychological expectations. However, the multiple linear regression model indicated that respondents placed greater importance on the aesthetic and socio-psychological aspects of apparel when in the process of purchasing ready-to-wear apparel for the workplace. In terms of functional expectations, respondents expected their business apparel to fit well when in their size, as well as to be comfortable and of good quality. The results further indicated that the respondents expected the fabric of ready-to-wear business apparel to be comfortable, that they like the colour of the apparel item, and that wearing the apparel item would contribute to positive feelings of self. Socio-psychological expectations included that the respondents expected ready-to-wear business apparel with good fit to make them feel fashionably dressed, give them confidence at work and also make them feel like they are a part of the company, as their business apparel should adhere to the dress code of the company. It is therefore recommended that ready-to-wear apparel manufacturers, as well as marketers and retailers, not only consider the functional aspects of apparel fit, but also focus on the aesthetic and socio-psychological aspects of apparel fit, as these also play an important role in the male consumer’s evaluation of ready-to-wear business apparel and therefore also his assessment of his own satisfaction during use. Ready-to-wear business apparel marketers and retailers can integrate male consumers’ expectations towards fit and business apparel in general into marketing strategies and as a means to retain current consumers.