Whole body shapes and fit problems among overweight and obese men in the United States

Abstract

Purpose

The purpose of this study was to explore body shapes among overweight and obese men and examine fit issues based on the current ASTM sizing standards related to the categorized body shapes.

Design/methodology/approach

The SizeUSA data and the additional data extracted using the ImageTwin (TC2-19) software were used. To categorize body shapes, principal component (PC) analysis with varimax rotation, hierarchical cluster analysis for an elbow method and K-mean cluster analysis were employed. Comparing the categorized body shapes and ASTM sizing charts, a cross-tabulation was performed to test associations between fit analyses for top and bottom for the body shape groups. Furthermore, an analysis of variance and pairwise comparison were performed to identify differences in mean values of size drops between two body parts across the different body shape groups.

Findings

Using a three-dimensional (3D) body scanning technology and 3D virtual avatars, three body shapes for overweight and obese men emerged: Rectangle-curvy, bottom hourglass-hip tilt and top hourglass-straight shapes. Further, overweight and obese male consumers are not likely to find a perfect fit from apparel companies who developed their sizing charts based on the men's and big men's ASTM standards. Notably, the big men's ASTM sizing standard did not work for most overweight and obese men the United States.

Originality/value

Despite the notable increase in the US population that is overweight and obese, most overweight and obese men have had fit problems due to the differences in their body shapes as compared to the standardized body shape used in the current sizing system. The results of this study suggest apparel companies who are targeting overweight and obese male consumers in the United States updating their sizing systems in order to solve fit problems.

Citation

Shin, E. and Saeidi, E. (2023), "Whole body shapes and fit problems among overweight and obese men in the United States", Journal of Fashion Marketing and Management, Vol. 27 No. 1, pp. 100-117. https://doi.org/10.1108/JFMM-02-2021-0039