Interaction of Body Image Perception on Garment Size Preferences: Consumption Patterns of Ready-to-Wear Fashion

Abstract

Purpose: The nuances between size systems and ideal body figures among fashion consumers play a pivotal role in the fashion industry, influencing both apparel production and the complex decisions consumers face. This study aimed to examine the impact of body image perception on size selection, brand preference, and overall shopping experiences, and how size-inclusivity initiatives shape these behaviours in Ghana. Methodology/Design: A group-administered questionnaire was used to collect data from 238 respondents, both male and female, aged 18–60, who are in active service on the main campuses of 3 universities in the Ashanti region of Ghana. Using a Quantitative approach, analysis was conducted using descriptive statistics and correlations to measure relationships between senior members of these public universities and other variables. Findings: Key findings revealed a strong relationship between body image satisfaction and clothing size selection, influencing both consumer and retailer behaviour. Individuals with a negative body image often engage in compensatory purchasing behaviours, whereas those with a positive body image demonstrate more flexibility in size choices. Additionally, retailers that incorporate size diversity in their marketing strategies receive more favourable responses from consumers across the body image spectrum. Practical and Social Implications: The research underscores the growing need for size inclusivity, highlighting its impact on consumer loyalty and market share. Hence, the fashion industry addresses body image issues proactively by incorporating customer feedback to enhance satisfaction and promote more sustainable purchasing practices of RTW garments. Originality: There is a deep connection between body image perception and customer behaviour in the ready-to-wear garment sector, yet this relationship remains understudied in the Ghanaian context. While other studies investigate the various subjects in isolation, this study looks at the psychological dimensions of body image perception, in relation to certain consumer behaviours, mostly garment size preferences, within the framework of ready-to-wear