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Clothing fit and sizing for women can be improved to increase the lifespan and durability by including the bust cup size as a new independent measurement
The inability of many consumers to find good fit in mass-produced clothing has long been recognized as a major problem in providing quality apparel products to consumers (Labat, 2007). Howarton and Lee (2010) state that fit is one of the first things that individuals consider in evaluating a garment, it is also the number one customer complaint and reason for clothing returns. The ultimate goal of manufacturers and retailers of clothing, is to provide clothing for the whole range of their target market that consistently fits well to increase customer satisfaction, and ultimately sales (Apeagyei, 2013). Pisut and Connell (2007) estimated that 80 percent of garments produced using current standards would not fit consumers. Their respondents were asked to evaluate the fit of garments at specific body locations, and to identify where garments were tight, of those reporting fit problems in specific areas, tightness was the predominant fit problem at the bust, 79.4 percent.
The development of new methods of identifying and categorizing body shapes, and new paradigms for sizing systems, can create changes in the methods of production and distribution of clothing that rival the shift from custom-made clothing to ready-made clothing in the early twentieth century (Ashdown, 2014). This study develops a pattern cutting construction methodology with bust cup size integration, producing an optimised sizing system, which can improve the fit of women's upper body clothing. If clothing fitted the three dimensions of the female form, consumers would be encouraged to buy to last, and not buy for the season or the occasion.
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