;
Home / Knowledge / News / Information Technology / Wrong fitting triggers grief while shopping online
Wrong fitting triggers grief while shopping online
04
Jun '13
Buying clothes online but getting it wrong triggers a complex series of emotions that closely resemble the grief cycle, new research has found.  While most unlikely to be as intense as mourning, the cycle of emotions that afflict a disappointed shopper can be mapped easily against the accepted Kübler-Ross model for the ‘five stages of grief’.  Understanding this cycle offers insights to online clothing retailers, which may be able to take action to limit ‘brand damage’, researchers suggest.

86% of shoppers surveyed described symptoms of ‘grief’ according to research conducted for virtual fitting room provider Fits.me and retail psychology expert, Phillip Adcock.   By answering questions on their feelings, behaviour and actions followed the purchase of an item of clothing that doesn’t fit, consumers revealed a cycle of emotions comprising Denial, Anger, Bargaining, Depression and Acceptance – with risk of brand damage at each stage.  As with mourning, some people will travel through all five stages, while others may experience just depression and acceptance for example.

57% of people feel Anger at themselves for buying an item of clothing without trying it on , while 21% felt Anger at the retailer for not meeting their expectations.

67% of women experienced Denial, compared to just 50% of men.  Half of all women (49%) said that they would try it on more than once in an effort to make it fit, while 38% held on to the item while they were trying to lose weight. There are significant differences in the way different age groups manage grief too: 25% of 18-34 year olds would do everything possible to squeeze in to the garment, while only 9% of over 55s would do the same.

Retail psychology expert Phillip Adcock, managing director at Shopping Behaviour Xplained, describes the experience: “The first thing to note is that this study applies uniquely to clothes shopping.  Unlike buying, say, an iPod, buying clothing is intensely subjective; people tend to buy something because they love it or feel it suits them.  This is a very personal judgement, not the result of a particular technical specification.

“The study therefore applies to fit above all else.  People accept, for example, that the colour may be different from what they saw on a screen, while it’s obvious that a shopper can’t handle the fabric itself when shopping online. 

"But people definitely tend to blame themselves for clothes not fitting properly.  Women, in particular, are affected by fit failures – as a result, they spend longer in Denial than men.  They move on terribly slowly to Bargaining, such as seeking further opinions or trying various accessories to improve the look. Men are much more like to enter the Anger phase, expressing frustration with the retailer or the situation.”

“At each stage their feeling towards the brand is less than positive: think of phases like Denial, Bargaining and Anger and words like ‘disbelief’, ‘puzzlement’, ‘frustration’ or ‘anger’ make perfect sense.”


Must ReadView All

Global yarn production up in Q2/18; fabric dips slightly

Textiles | On 10th Dec 2018

Global yarn production up in Q2/18; fabric dips slightly

Global yarn production increased by 5 per cent between Q1/18 and...

Courtesy: Intertextile shanghai hometextiles

Textiles | On 10th Dec 2018

Intertextile Shanghai Home expects 200 suppliers

Around 200 suppliers from China and other countries will display...

Courtesy: Rakez

Textiles | On 10th Dec 2018

Over 50 Indian firms eyeing operations in UAE's RAKEZ

Over 50 Indian firms are interested in expanding operations in Ras Al ...

Interviews View All

DK Sharma, Velocity Apparelz

DK Sharma
Velocity Apparelz

We constantly communicate with employees at all levels

Prabu Mohanram, Balavigna Weaving Mills Pvt Ltd

Prabu Mohanram
Balavigna Weaving Mills Pvt Ltd

The biggest challenge that the weaving industry faces is high price

Headhonchos, Textiles & allied industry

Headhonchos
Textiles & allied industry

Textiles industry is always in the forefront in accepting latest technology

Kamal Kulshreshth,

Kamal Kulshreshth

Colorjet is among the fastest-growing wide format digital inkjet print...

Ravindra Jain, Ashish Baid,

Ravindra Jain, Ashish Baid

Oswal Prints Private Limited has been manufacturing and exporting ethnic...

Apurva Kothari,

Apurva Kothari

No Nasties was the first fashion brand in India to make 100 per cent...

Andreas Lukas, Andritz Nonwoven

Andreas Lukas
Andritz Nonwoven

With forces in engineering and process development, Andritz Nonwoven...

Eamonn Tighe, Nature Works LLC

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Suresh Patel, Sidwin Fabric

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Wendell Rodricks, Wendell Rodricks

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Madhu Jain, Madhu Jain

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Priya Somaiya, Usha Social Services

Priya Somaiya
Usha Social Services

The Usha Silai label from Usha International is all set for a retail...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


December 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search