The development of an Afrocentric apparel measurement size chart for young women’s jeans through the use of 3D technology

Abstract

This research is rooted in the academic and real-life challenges that local retailers and manufacturers experience when they need to provide their defined target markets with well-fitting clothing. Various literature studies confirm that universally women typically experience emotional turmoil when their designated sizes do not fit their bodies well. This is clearly the case in South Africa as well, where there is a pronounced lack of proper, authentic body measurement and body shape data in the South African clothing industry. The main research question explores the possible development of standard body measurement (SBM) size charts for use in the local industry, while improving the overall fit outcome of quality denim jeans for younger South African women. The study starts with a contextualization of the research by posing the research background, questions and objectives. A pragmatic paradigm was applied, using a mixed method of qualitative enquiry and a quantitative anthropometric analysis supported by a wide literature study. The body measurements of 210 female 18- to 35-year-old participants were collected with the application of 3D body scanning technologies through a random sampling method. Statistical analyses were conducted by means correlation and regression analysis to examine the relationships among the variables to create a standard body measurement size chart, a jeans size prediction model and numerical evaluation parameters to identify the various body shapes. The aim was to develop denim jeans in various sizes, incorporating both traditional sizing and a newly developed size chart. The findings indicate that comfort remains the dominant factor women when shopping for jeans. Most women find the process stressful and frustrating. The study established that the selected primary dimensions correlate well with most of the secondary dimensions and the methodology resulted in the successful creation of an improved size chart. These results were implemented in the 3D virtual fitting process as well as the development of physical denim jean prototypes. It is recommended that anthropometric research should be conducted regularly to ensure that the new findings of this study remain updated. The intriguing matter regarding outliers should be an important focus for future research studies. It has been verified that the use of 3D technologies has proven to be useful in the evolvement of an efficient product development process, and the primary research questions were all resolved.