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dc.contributor.authorLaitala, Kirsi Maria
dc.contributor.authorKlepp, Ingun Grimstad
dc.contributor.authorHauge, Benedicte
dc.identifier.citationCulture Unbound. Journal of Current Cultural Research. 2011, 3 19-41.nb_NO
dc.description.abstractAuthor: Kirsi Laitala*, Ingun Grimstad Klepp** and Benedicte Hauge*** Affiliation: *National Institute for Consumer Research (SIFO), Norway; Department of Product Design, Norwegian University of Science and Technology **National Institute for Consumer Research (SIFO), Norway ***Norwegian School of Managementnb_NO
dc.description.abstractMaterialised Ideals: Sizes and Beautynb_NO
dc.description.abstractToday’s clothing industry is based on a system where clothes are made in ready-to-wear sizes and meant to fit most people. Studies have pointed out that consumers are discontent with the use of these systems: size designations are not accurate enough to find clothing that fits, and different sizes are poorly available. This article discusses in depth who these consumers are, and which consumer groups are the most dissatisfied with today’s sizing systems. Results are based on a web survey where 2834 Nordic consumers responded, complemented with eight in-depth interviews, market analysis on clothing sizes and instore trouser size measurements. Results indicate that higher shares of the consumers who have a body out of touch with the existing beauty ideals express discontentment with the sizing systems and the poor selection available. In particular, large women, very large men, and thin, short men are those who experience less priority in clothing stores and have more difficulties in finding clothes that fit. Consumers tend to blame themselves when the clothes do not fit their bodies, while our study points out that the industry is to blame as they do not produce clothing for all customers.nb_NO
dc.rightsNavngivelse 4.0 Internasjonal*
dc.subjectBeauty normsnb_NO
dc.subjectClothing sizesnb_NO
dc.titleMaterialised Ideals: Sizes and Beautynb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.rights.holderCulture Unbound is published digitally in Open Access. All articles and thematic sessions are freely available. Culture Unbound uses double-blind peer-reviewnb_NO
dc.source.journalCulture Unbound. Journal of Current Cultural Researchnb_NO
cristin.unitnameHandelshøyskolen BI

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Navngivelse 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse 4.0 Internasjonal