This study examines the use of True Fit® technology by millennial consumers and its impact on consumer confidence and satisfaction with respect to online sizing. In the apparel industry, there is a lack of size standards among retailers, and as a result consumers will encounter frequent size variations in their clothing size. Difference sizing technology has been developed to address the sizing issue. One is True Fit® which unlike other sizing technologies, uses mathematical algorithms to compile large amounts of data from designers. The purpose of this study was to analyze consumer confidence and satisfaction after True Fit® has been used to make a sizing decision while online shopping. The technology acceptance model (TAM) was used as the basis for the theoretical framework for this study. TAM explores how current advances in technology are influencing consumers' behaviors and attitudes. The variables studies included perceived ease of use, perceived usefulness, attitude, intent to use True Fit®, confidence and satisfaction. The methodology used in the study is a quantitative method consisting of an online survey and a True Fit® task, where consumers were exposed to True Fit® prior to answering questions about the use of sizing technology. The results of the study suggest the dependent variable of confidence and satisfaction with the sizing technology was positively affected by the intent to use True Fit®. Thus, it can be inferred that consumers felt positively about adopting apparel size technology and that technology such as this would have wide application in the future.

This study investigated the clothing preferences of large-size women who shopped in selected large-size specialty stores in North Dallas. Questions were asked regarding the respondents' age, employment, income, dress size and degree of fashion-consciousness. Also investigated were preferences regarding apparel and shopping sources. A questionnaire was used to obtain the desired information. Based on the data obtained, it was found that large-size women have certain preferences concerning the clothing they purchase and the sources they shop.

Submitted in fulfilment of the requirements for the Degree of Master in Technology: Marketing, Durban University of Technology, 2011. / Satisfying consumers’ needs and wants has always been a primary goal of marketing. These are fulfilled when consumers make the right choices of products to purchase. The driving force behind such purchasing decisions is generally regarded as motivation and this varies between consumers, with each one having their own reasons for their respective choices. For the convenience of consumers, women’s clothing is displayed in stores according to the body sizes of the garments, as reflected on each of their labels. However, this practice can be confusing to consumers because manufacturers use differing sizing systems. The resultant sizing and fit problems in women’s clothing have been documented in many studies around the world. The aim of this study is to explore the emotional effects of sizing and fit on purchasing behaviour in women’s clothing. It looks at current literature regarding emotions in purchasing, consumer decision making and sizing and fit and focuses on sizing and fit problems encountered when women try on clothing in a store. Their emotions whilst going through this process are identified and the subsequent effects of these emotions on their purchasing behaviour are examined. The study firstly reveals that emotions are felt, in varying degrees, by women consumers arising from sizing and fit problems when trying on clothing in stores. The results show that positive emotions are not felt strongly. Secondly, the study identifies the influences which emotions have on purchasing behaviour. The results indicate that positive emotions have a significant influence on purchasing, whilst negative emotions have a lesser effect. Thirdly, the study reveals that in the relationship between satisfaction and the demographic profile, age played a significant role in the scoring of positive emotions when respondents experience inconsistency of sizes between stores.