Study of body measures of Indian men by conducting country wide field survey and standardisation of size specifications for trousers

Abstract

With the changing lifestyle and changing scenario in the Indian economy, the buying patterns of the population have undergone changes. The apparel industry and in particular the Ready to wear segment has seen a spurt in growth with the number of brands being launched at National level. Today, for various reasons like time factor, income levels, impact of aggressive marketing and fashion statements, ready made garments have become an integral part of lifestyle. From the consumer s point of view, the Fit of the clothing is the most important attribute. The fit of a garment is how it conforms to your body structure. The desired fit in clothing changes with fashion. Fit and comfort are the prime features a consumer looks for, in clothing. Apparel fit ranks high on apparel consumers list as an area of immense frustration. Fitting is one of the most important criteria for consumers in their buying decision. Thus considering the enormous volume of trousers sold everyday; there is a strong necessity to find a means to totally eradicate the menacing problems of alteration faced by the consumer. Products must be available at any shop of any brand across the whole country, which are homogenous in sizes with respect to specific trouser parameters. The present study is specific to branded trousers .The study entailed the measuring of 1850 men in the age group of 25 -55 years of age, from across all regions of India, East; West; North: South and Central India and the three metros of Bangalore, Mumbai and Delhi specific to trousers. It also investigated the buying habits and preferences of men with respect to ready made branded Trousers. Purposive Sampling was used. A questionnaire was developed and used as a tool for data collection. Statistical analysis of data was done using SPSS 15.0 version. Descriptive statistics, Chi square, Annova, Scheffe s test and Correlation R were used to analyze the data and the body measurements.