Substantial research on the functionality of athletic apparel has been conducted; however little consideration has been given to the plus size figure. Societal messages suggest that overweight women are lazy and therefore would not be interested in athletic apparel. The purpose of this study was to determine overweight adult women's experience with athletic clothing. The sample consisted of 14 women, ages 30 to 65 who wore size 1X to 3X. They were each supplied with a Nike brand athletic outfit and participated in two in depth interviews. Data collection methods included qualitative interviews, quantitative surveys and guided journaling. The major findings suggest that overweight women have difficulty shopping for clothing. Difficulty and frustration was experienced on a number of levels including; limited stores, limited selection and styles, fitting issues, over-priced items and less color options compared to smaller sizes. The findings suggest overweight women experience emotional anxiety when trying on clothing for the first time. Dissatisfaction with clothing fit was attributed to the belief their body is unsuitable and needs to change. Satisfaction with clothing fit was attributed to the ability of the apparel designer. Many negative experiences have left this sample feeling disappointed and marginalized. Some participant's experienced increased desire to participate in physical activity while others felt exercise was a necessity regardless of the clothing available. By trying on the Nike brand clothing, it gave the women in this study an alternative way of dressing themselves which has enabled several women to feel differently about their size and their body in athletic clothing. The current sample showed behaviors of internalization by using dehumanizing terms to describe body parts. The sample felt discriminated against in the media and wanted to see larger women modeling clothing. Apparel companies should include a wider variety of sizes in their brick and mortar stores as to not alienate a population. Apparel companies should incorporate diverse models into advertisement to include the plus-size population. Proving high quality athletic apparel to plus size women provided an opportunity for them to experience their bodies in a new perspective. Future studies should develop new pattern making, grading and sizing techniques in order to provide better fitting athletic apparel for large size bodies. Studies expanding on fit and comfort of athletic apparel for large bodies should be explored. This paper provides an initial indication of how plus size women experience athletic apparel. Further understanding of clothing, fit and exercise behavior are needed. / Graduation date: 2013 / Access restricted to the OSU Community at author's request from July 18, 2012 - January 18, 2013

Much of the effort that goes into a purchasing decision occurs at the stage where a choice has to be made from the available alternative clothing products (Solomon & Rabolt, 2009:392). In this phase of the decision making process, consumers’ perceptions of the clothing item they anticipate to purchase includes evaluation of the clothing and the application of specific evaluative criteria in order to assess the suitability of the clothing item (Saricam, Kalaoglu, Ozdygu & Urun, & 2012:2). Evaluative criteria are the specifications or standards that consumers use when comparing and assessing alternatives (Forney, Park & Brandon, 2005:158). Because consumer needs vary not only by the product they want to purchase but also in terms of information (Forney et al., 2005:158), identifying the evaluative criteria that consumers use in the clothing purchasing decision-making process may provide an insight into preferences relative to specific products, such as clothing. While several studies have shown that the purchasing decision can be influenced by individual differences as well as environmental influences, it is no doubt that the investigation of each of these variables provides important clues to understanding consumer purchase decision broadly, but are limited in some parts in their explanations when it comes to clothing purchasing decision. Literature has highlighted the significance of body shape on clothing preferences because of the inherent relationship between the clothing product and the body. The difference in body shape often determines how clothing will drape on a figure, how comfortable the garment feels and ultimately how the clothing product will be evaluated by the consumer. Moreover, personal values, which are defined as the desired end-states have been shown to be one of the most powerful explanations of, and influence on the way consumers are likely to behave in a specific situation, such as the purchasing of new clothing product, the process that includes evaluation, choosing among the alternatives and finally the purchasing decision (Vincent 2014:119; Kim et al. 2002:481; Laverie, Klein & Klein, 1993:2). Additionally, while in the process of evaluating various clothing attributes for the suitability of the clothing product in terms of body shape and personal values, female consumers may experience either positive or negative emotions (Zeelenberg et al., 2008:18), depending on how the clothing is assessed. Most theories of emotional influences on decision making take the valence-based approach (Lerner & Keltener, 2000:473), focusing on the effects of positive versus negative emotional states. However, Lerner and Keltener (2000:473), have suggested that emotion specific approach, in particular the Appraisal-Tendency Framework (ATF) model is more effective to understand and predict the influence of specific emotions on decision making and behaviour. Consumers’ choice of the clothes based on the evaluative criteria during the decision making process is regarded as a form of consumer input to the clothing manufacturing and design (May-Plumee & Little, 2006:62). Since these underlying factors are regarded as important for understanding the rationale behind consumer clothing purchasing decision and behaviour, a thorough investigation of such factors on how they impact clothing evaluative criteria is greatly necessary. This may help and guide the clothing manufacturers and retailer on how to design and produce clothing products that are most relevant for the needs and preferences of South African female consumers. The study, therefore, aimed to determine the influence of body shape and personal values on women’s preferences for and use of intrinsic evaluative criteria (styling/design, colour/pattern, appearance, appropriateness/acceptance, fit/sizing, comfort and fibre content/material) in the purchasing of casual blouse/top, trouser/skirt and dress. Information on the relevant importance of various clothing product attributes in the consumers’ mind may provide clothing manufacturers and designers with the basis for effective new clothing product development and marketing strategies. Furthermore, considering that emotions are involved in clothing purchasing decision, the study also focused on understanding the influence of emotions on clothing purchasing decision and subsequent behaviour. This study reflected the postpositive philosophical worldview which is typically associated with quantitative approach. In this case, the study assumed quantitative research design and methods and is regarded as exploratory in nature. Using purposeful, convenient and snowball techniques, the sample was solicited in Gauteng, Johannesburg, South Africa. A total of 316 women aged between 18 and 66 plus years old took part in the study. A survey using a group administered questionnaire was used to collect primary data from the respondents. The group administered questionnaire included demographic information of the participants, self-reported perceived body shape measure, personal values measure, evaluative measure and emotions measure. Descriptive statistics were used to analyze demographic information, as well as on overall data before inferential statistics were performed. Inferential statistics such as the z-test was applied to establish the significant evaluative criteria and to test the proportions of the selected emotions. Chi-Square test of independence was used to determine the association between body shape evaluative criteria investigated, while nonlinear canonical correlation analysis (OVERALS) was performed to establish the relationship between personal values and evaluative criteria and lastly, discriminant analysis was used determine purchasing behaviour. The analysis established that fit/sizing and comfort are the most important evaluative criteria that women consider in the purchasing of casual clothing categories studied. Respondents, also agreed that styling/design was the determinant evaluative criteria when purchasing a casual dress, while fit/sizing was the determinant evaluative criteria in the purchasing of a casual blouse/top and trouser/skirt. The results further showed that respondents in this study who perceive themselves to be diamond shaped, think colour/pattern is very important particularly when purchasing a casual blouse/top. However, when purchasing a trouser/skirt, the results reflected that the oval body shaped respondents think styling/design is very important, while respondents who perceive themselves to be rectangular body shaped, consider comfort when purchasing a casual dress. With regards to the relationship between personal values and evaluative criteria, the study found that when purchasing a casual blouse, respondents consider the appearance for the achievement of warm relationship with others, excitement and confidence. The results also indicated that through fit/size of a blouse/top, female consumers strongly aspired for self-respect. The results further showed that through the styling/design of a blouse/top, female consumers in this study want to achieve self-fulfillment, while a sense of accomplishment is influenced by the comfort of a casual blouse/top. On the other hand it was also revealed that appropriateness/acceptability of a casual blouse/top seemed to influence fun and enjoyment as well as sense of belonging. In the purchasing of a casual trouser/skirt, the results clearly showed that in order to achieve a warm relationship with others, female consumers strongly considered the fibre content/material and colour/pattern of trouser/skirt. The results also suggested that consumer considered the appearance of a trouser/skirt for the achievement of sense of belonging and self-fulfillment, while the styling/design of a trouser/skirt was somewhat considered for attainment of excitement. Through the fit/sizing of a casual trouser/skirt, it was shown that female consumers strongly aspired to achieve self-respect, confidence as well as fun and enjoyment. The results further highlighted that respondents considered appropriateness/acceptability of a casual trouser to somewhat influence being well-respected, while comfort of a casual trouser somewhat influenced a sense of accomplishment. In the purchasing of a casual dress, the results indicated that in order to achieve excitement and a warm relationship with others, female consumers in this study considered the appearance. The results further suggested that through the appearance of dress respondents somewhat also aspired for a sense of belonging. On the other hand, the results clearly revealed that respondents will consider fibre content/material, styling/design, fit/sizing and colour of casual dress in order to achieve self-respect, self-fulfillment, confidence, being well-respected and a sense of accomplishment. Lastly the results demonstrated that the best behaviour that drives the emotion “disgust” is “I walk away”. On the other had the best behaviour that drives the emotion “sadness” is “I spend more time shopping around”. The results were fully consistent and gave support to the emotions specific hypothesis (ATF) which postulates that different emotions of the same valence for instance, “disgust” and “sad”, both being negative, can exert opposing influences on decision making and behavior. However, concerning the positive specific emotions, it emerged that there were no behaviour differences between the emotions “happiness” and “contentment”, probably, suggesting unpredictable behaviour. It is, therefore, recommended that clothing designers and retailers should have a knowledge of the attributes that are preferred by female consumers of various body shape. It is also recommended that clothing manufacturers and retailers should endeavor to understand the value systems of their target. This study has contributed to the body of knowledge of understanding the role that body shape, personal values and emotions play in the clothing purchasing decision and behaviour. / Life and Consumer Sciences / Ph. D. (Consumer Science)

Research suggests that there is a plethora of information on the size and shape of the average and plus sized women in South Africa (Winks, 1990; Pandarum, 2009; Muthambi, 2012; Afolayan & Mastamet-Mason, 2013 and Makhanya, 2015). However, there is very little information on petite women‟s body shapes, their body measurements and their shopping behaviour, especially in South Africa, for manufacturing ready-to-wear garments. The purpose of this petite women study was to investigate the shapes and sizes of a sample of petite South African women and develop size charts for the upper and lower body dimensions. This study used a mixed-method; purposive, non-probability sampling method to achieve the objectives of the study. A (TC)² NX16 3D full body scanner and an Adam‟s® medical scale were used to collect the body measurement data of 200 petite South African women, aged between 20-54 years with an average height range of 157cm, residing in Gauteng (Pretoria and Johannesburg). Other data collection instruments included a demographic questionnaire to collect the subjects‟ demographic information such as, age, height, weight, etc.; and the psychographic questionnaire to gather the petite subjects‟ demographics as well as their perceptions and preferences on currently available ready-to-wear shirt and trouser garments. Of the 200 subjects that were initially recruited, based on the petite women‟s body height that ranged from 5‟ 4” (163 cm) and below, the most prevalent body shape profile that emerged from the dataset, was the pear body shape which was evident in 180 of the 3D full body scanned petite women subjects. Therefore, the anthropometric data for these 180 subjects was used in the development of the experimental upper and lower body dimensions size charts and as the basis for the fit test garments developed in this study. The collected data was analysed and interpreted in Microsoft Excel and the IBM SPSS Statistics 24 (2016) software package, using principal component analysis (PCA) to produce the experimental size charts for the upper and lower body dimensions necessary for creating prototype shirt and trouser garments. Regression analysis was used to establish the primary and secondary body dimensions for the development of the size charts and for determining the size ranges. The experimental upper and lower body dimensions size charts were developed for sizes ranging from size 6/30 to size 26/50. Subsequently, the accuracy of the size charts developed in this study was evaluated by a panel of experts who analysed the fit of the prototype shirt and trouser garments, manufactured using measurements for a size 10/34 size range from the size chart, on a sample of the petite subjects. The fit of these garments was also compared with the fit of garments manufactured using the 3D full body scanned measurements of a size 10/34 petite tailoring mannequin, that is currently commercially available for use in the production of garments for petite women in South Africa. The shirt and trouser prototype garments developed using the size 10/34 upper and lower body dimensions size chart measurements had, overall, a better quality of fit than the garments made to fit the current, commercially available, size 10/34 mannequin. These findings thereby confirmed that the data extracted from the (TC)² NX16 3D full body scanner and the size charts subsequently developed using the data, has the potential to provide better/improved fit in garments for petite South African women than data hitherto published. From the evidence of this study, it is recommended that the South African garment manufacturing industry needs to revise the current sizing system for petite women to accommodate the body dimensions and shape variations that currently prevail amongst consumers. The South African garment manufacturers and retailers also need to familiarise themselves with the needs, challenges and preferences of the petite consumers‟ target market that purchase ready-to-wear shirt and trouser garments in South Africa. / Life and Consumer Sciences / M.ConSci. (Department of Life and Consumer Science)

One of the greatest challenges facing the clothing industry worldwide, including South Africa is to provide well fitting garments to a broadly defined target population (Ashdown, Loker & Rucker 2007:1; Schofield, Ashdown, Hethorn, LaBat & Salusso 2006:147). Yu (2004:32) further states that from the consumers’ perspective, physical and psychological comfort as well as appearance play an important role in determining a well fitting garment and these are most likely to be shaped by the individual’s personal values. According to Kaiser (1998:290), personal values refer to standards or principles that guide an individual’s actions and thoughts that help to define what is important by guiding one’s choices or preferences of how the garment should fit. Hence garment fit and the subsequent appearance serves as a personal expression, communicating some personal values to others (Kaiser 1998:290) that can be achieved through the fitting of the garment. When female consumers encounter garment fit problems either through body shapes, garment sizing or garment size label communication, an emotional experience may result due to the failure to attain the personal values they are aiming to uphold or achieve. Cognitive appraisal theory of emotions is one of the theories among others that attempts to understand why people experience emotions. Lazarus (2001:55) defines cognitive appraisal theory of emotions as a quick evaluation of a situation with respect to one’s wellbeing. The answers to these evaluations directly cause the emotions experienced by a person. Since clothing can be used to express personal values to others (Kaiser 1998:146), the social standards appraisal dimension which can be one of the evaluative questions in the theory of cognitive appraisal concerning a situation, was the relevant evaluative component which this study focused on. This appraisal dimension evaluates whether the situation, in this case the negative experience of an ill-fitting garment affects what the consumer aspires to achieve socially through garment fit. Numerous studies such as Horwaton and Lee (2010); Pisut and Connell (2007) and Alexander, Connell & Presley (2005) on the garment fit problems from a consumer’s perspective have mostly been conducted in developed countries with limited research focusing on the consumers and their emotional experiences with garment fit. Understanding the factors that contribution to the garment fit problem currently being faced by female consumers in South Africa is an essential step in creating awareness of how this problem affects female consumers emotionally and the influence it has on their purchasing decisions. The purpose of this study is, therefore, to determine the female consumers’ personal values attributed to garment fit and to identify the emotions resulting from the perceptions of garment fit. This study predominantly employed an exploratory qualitative research approach. Data were collected from a purposive and convenient sample of 62 females from the UNISA – Florida Campus and King David High School in Victory Park in Johannesburg, South Africa through a self-administered questionnaire. Data on the demographic profile that included the ethnicity and age of the participants as well as data on the psychographic profile of the participants concerning frequently patronized clothing retailers, garment fit preferences and self-reported body shapes were collected through closed-ended questions. These data were analysed using the quantitative method of descriptive analysis. In addition to the psychographic profile of the most frequently patronized clothing retailer and garment fit preferences, participants were further requested to provide reasons as to why they mostly patronized the clothing retailer they ranked number 1, and to provide a reason for their preferred garment fit option. Content analysis, a qualitative method, was used to analyse the reasons provided by the participants for both these questions. Content analysis was also performed on additional information on body shape and garment sizing as well as data on garment size label communication. Furthermore, the means-end chain approach through the hard laddering exercises was used to explore and determine the female consumers’ personal values and emotions depicted through the perceptions of garment fit. Data from the hard laddering interviews on body shapes and garment sizing were carefully coded and categorized into attributes, consequences and personal values. Data were presented through the hierarchical value maps (HVMs) which were constructed through the software program Mecanalyst V 9.1. The analysis established that attributes such as quality of garments, various garment styles, availability of sizes, and fashionable styles directed female consumers’ most frequented clothing retailers. These attributes seemed to be aligned with their personal values they seek when shopping for garments. The findings also showed that most female consumers in this study preferred semi-fitting pants, a blouse and garments in general, a reasonable number of the participants preferred tight-fitting pants (31%), and some participants preferred loose-fitting pants, a blouse and garments in general. The specific personal values such as the comfortability of the garment, modesty, cover-up perceived body shape “flaws” and slimming effect which female consumers in this study desire to achieved through clothing also influenced their garment fit preference. With regard to the perceived self-reported body shapes of the participants, the study reflected that the majority of the participants were triangular body shaped. The study further found that female consumers in this study have expectations of how a garment ought to fit their body. Their expectations seem to be shaped by certain personal values such as “confidence”, “freedom” or “look good” which they aspire to achieve through clothing and garment fit. However, due to variations in body shapes, problems of garment sizing they encounter when purchasing ready-to wear garments and the incorrect information communicated on the size labels or the lack thereof, the majority of the female consumers failed to achieve their personal values. As a result mainly negative emotions such as “frustrated”, “sad”, “confused” and “depressed” were expressed by the participants. With regards to the effect of the perceived garment fit on the purchasing decision, the study found that fit of the garment is an important determinant of making a purchase. However, where female consumers in this study showed an interest of purchasing, while aware of some fit problems, the study found that exceptional conditions such as the possibility of altering the garments and design features such as colours that would conceal their perceived “figure flaws, made it easier for them to decide to purchase. The study further highlighted that some participants only purchased their ready-to-wear garment at certain shops where their needs were catered for and only when they had enough time to try-on the garment they intend to purchase instead of relying on the garment sizing and garment size label communication. Where participants indicated they would not purchase a garment with fitting problems, the study found that some female consumers in this study copied the designs of the garments in the clothing retailers and had someone reproduce it for them, whilst a few female consumers refused to purchase a garment whose size label was incorrectly communicated. Lastly the study also revealed that most female consumers thought that body shape, garment sizing and garment size label communication contribute to garment fit problems female consumers are currently facing in South Africa. It is, therefore, recommended that clothing manufacturers consider the various body shapes in their garment charts, know the needs of their target market and also use uniform sizing and size labelling systems that are easily understood by consumers that purchase ready-to-wear garments from retailers in South Africa. / Life and Consumer Sciences / M. Sc. (Consumer Science)

隨著社會經濟的不斷發展，社會物質精神文化生活的不斷豐富，人們可以越來越容易的購買到自己喜歡的衣服，特別是廣大愛美的女生。現如今中國大陸市場上充斥著各種名稱的女裝品牌，本文的研究對象正是這些消費者可以輕而易舉的接觸到的女裝品牌。 本研究通過對商標的基本解釋、意義與類型的歸納，商標註冊保護程序與要件的列舉，綜合分析目前中國大陸商標的註冊與保護概況。在對女裝品牌相關的文獻進行綜述和總結之後，通過資料檢索、統計分析、判決分析等方式，利用網路平台並在不同網路平台中查找那些關於中國大陸常見的女裝品牌。再通過中國大陸商標局檢索出與這些女裝品牌相關的商標註冊情況，這些註冊情況涵蓋了註冊時間、註冊申請人、註冊公告時間、商標專用權期限等，本論文針對這些信息進行整理、分析和總結，得出有關中國大陸女裝品牌的商標概況。通過在中國裁判文書網，檢索商標名稱以及對應的商標申請人的法律判決狀況，以篩選出的女裝品牌為代表，了解目前中國大陸女裝品牌的商標相關的法律問題。最後本論文結合淘寶網品牌總銷量的相關情況，綜合分析商標註冊的多寡對於這些女裝品牌的銷量和該些女裝品牌註冊商標的爭議之間的影響狀況，總結出女裝品牌商標註冊與保護問題的相關建議。 / With the development of society, people can gain more goods they need than before, like some beautiful clothes, especially for women. And nowadays there are many women’s clothing brands exist in the market of China, this article is based on this phenomenon and focus on the brands of women’s clothing which people can easily buy. In this article, the author interpret and define what brand and what women’s clothing brand is. Also, the author will illuminate how to register a trademark in China, and what protection Chinese government and Chinese trademark related laws offer, meanwhile the writer will collect and select the existing women’s clothing brands by searching different information from the internet. Then the writer will search these brands from “Trademark Office of The State Administration For Industry & Commerce of the People’s Republic of China”, collect these brands’ registrant, registration time, publication time, the period of their exclusive rights and so on. The writer will focus on the information above, try to reorganize and analyze the information mentioned above and draw some conclusions from that. The author will search the trademark-related judgment of these selected brands by “China Judgements Online”, as well as collect the sales volume of these brands by “Taobao”. At last the author will use the software of “Excel” and “R” to analyze the data above. After doing all the things above, the author will draw a conclusion and could give some related suggestion on the topic of the registration and protection of the trademarks’ status in China from women’s clothing brands.