STUDY ON SHAPEWEAR PREFERENCES FOR WOMEN IN HONG KONG INTIMATE APPAREL MARKET

LEUNG KIN PING JENNES BA (Hons) Ssheme in Fashion and Textiles (Intimate Apparel Specialism)

INSTITUTE OF TEXTILES & CLOTHING THE HONG KONG POLYTECHNIC UNIVERSITY

2012

STUDY ON SHAPEWEAR PREFERENCES FOR WOMEN IN HONG KONG INTIMATE APPAREL MARKET

A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Bachelor of Arts (Honours) in Fashion & Textiles (Intimate Apparel Specialism) under the Supervision of Dr. Tracy MOK by Jennes, Kin Ping LEUNG

ACE Style Institute of Intimate Apparel Institute of Textiles & Clothing The Hong Kong Polytechnic University

March 2012

ACKNOWLEDGMENTS

I would like to express my sincere gratitude to Dr. Tracy Mok, for her constant guidance, invaluable advice, sustained interest as well as her motivational encouragement throughout my preparation of the project work. She answered all of my questions and also asked me particular questions that helped me to narrow my search. It was a very fruitful learning experience. I am also grateful to Agnes for the technical support.

Moreover, I would like to express my heartiest thanks to my beloved family and friends for their continuous encouragement throughout the years. Without whose love and support, I would have not been able to finish this thesis.

Not forgotten to thank those who made this thesis possible, including all the respondents who took time for answering my questionnaires and the subjects who participated in the wear trial.

CERTIFICATE OF ORIGINALITY

I hereby declare that this thesis is my own work and that, to the best of my knowledge and belief, it reproduces no materials previously published or written, nor material that has been accepted for the award of any other degree or diploma, except where due acknowledgement had been made in the text.

_____________________________________________________________ (Signed) LEUNG Kin Ping, Jennes (Name of student)

ABSTRACT
Every woman wants to have a beautiful figure for matching particular fashion styles of the time or look their best in a special occasion. Nowadays, shapewear regarded as an assisting tool for enhance a beautiful female body figure. It is the growing trend in intimate apparel market. Shapewear comes in a variety of styles such as cut and sewn style and seamless style; it also comes with different control levels, price, materials, etc. There are many options let the consumers decide when they purchase shapewear products. This project is thus focused on investigation of consumer preferences and market tendency of shapewear.

In this study, market field research was conducted to find out the market tendency of shapewear. The trend can be described as a simple design with seamless style, which applied the circular knit technology and the no VPL seamless technology. Besides, questionnaire survey about the consumer preferences and buying behavior for shapewear products was conducted to collect the preferences from Hong Kong women, so as to find out the preferred style of shapewear. It is found that when consumer makes buying decision, they would consider both functionality and aesthetic performance. To investigate the preferences validity and reliability, total of 3 shapewear samples were examined by fitting trial. The shapewear preferences from questionnaire survey and subjective feedback after wear trial evaluation are consistent in general. The result showed that a seamless style with highlight design was preferable. Moreover, pressure sensor system is used in the wear trial to measure the pressure values everted by the samples. It is found that the pressure distribution is different in front, side and back parts, as well as the waist girth and abdomen girth.

CONTENTS
Page ACKNOWLEDGEMENTS CERTIFICATE OF ORIGINALITY ABSTRACT LIST OF TABLES LIST OF FIGURES CHAPTER 1 INTRODUCTION 1.1 Background of Study 1.2 Aim and Objective 1.3 Scope of Study 1.4 Methodology 1.4.1 Product development process 1.4.2 Literature review 1.4.3 Market field research 1.4.4 Consumer questionnaire survey 1.4.5 Wear trial 1.5 Chapter summary CHAPTER 2 LITERATURE REVIEW 2.1 The market of Shapewear 2.1.1 Various types of Shapewear in the Market 2.1.1.1 Upper body style shapwear 2.1.1.2 Hip and Thigh style shapewear 2.1.1.3 Waist style shapewear 2.1.1.4 One piece shapewear 2.1.1.5 Light, Moderate, Firm and Extra firm shaping 1 4 5 6 6 7 8 8 8 9 10 10 11 11 12 13 13 14

2.1.2 Size system of Shapewear 2.2 Marketing needs for Shapewear 2.2.1 Shapewear market tendency 2.2.2 Customer dynamics on Shapewear 2.3 Definition of Consumer preference 2.3.1 Reasons of Studying consumer preference 2.3.2 Factors affecting the consumer preference 2.3.2.1 Cultural and Social factors 2.3.2.2 Personal factors 2.4 Body shape measurement 2.4.1 Body Mass Index (BMI) 2.4.2 Waist-to-Hip Ratio (WHR) 2.4.3 Overweight people in Hong Kong 2.5 Pressure and Comfort requirement of Shapewear 2.5.1 Wearing comfort of Shapewear 2.5.2 Causes of Clothing pressure 2.5.3 Pressure distribution and Pressure sensation 2.5.4 Factors affecting the wearing comfort and Pressure sensation CHAPTER 3 METHODOLOGY 3.1 Introduction 3.2 Types of Data 3.2.1 Primary data 3.2.2 Secondary data 3.3 Primary data: Qualitative research methods 3.3.1 Lingerie market field research 3.4 Primary data: Quantitative research methods

15 16 17 19 20 22 22 22 23 24 24 27 29 29 30 31 31 32 54 54 54 55 55 55 56 57

3.4.1 Consumer questionnaire survey 3.4.2 Wear trial test: Pressure evaluation of Body shapers 3.4.2.1 Selection of Samples 3.4.2.2 Selection of Subjects 3.4.2.3 Wear trial procedures 3.4.2.4 Wear trial timeline 3.4.3 Pressure sensing system 3.4.3.1 Objective comfort: Objective pressure test 3.4.3.2 Subjective comfort: Subjective assessment CHAPTER 4 FINDINGS AND ANALYSIS 4.1 Finding on Market research 4.1.1 Company background 4.1.2 Market tendency of Shapewear products 4.1.2.1 Shapewear categories 4.1.2.2 Styles: Design and Colours 4.1.2.3 Materials and Technologies used 4.1.3 Overall market shapewear preferences result 4.2 Results of Questionnaire 4.2.1 Survey response rate 4.2.2 Demographics profile of Respondents 4. 2.2.1 Age 4.2.2.2 Education Level 4.2.2.3 Occupation and Personal monthly income level 4.2.2.4 Buying behavior 4.2.2.5 Size 4.2.3 Shapewear preference of Respondents

58 41 42 45 45 46 48 49 52 53 53 54 63 64 65 68 69 70 70 70 71 71 72 73 74 75

4.2.3.1 Style preference 4. 2.3.2 Categories preference 4.2.3.3 Material preference 4.2.3.4 Colour preference 4.2.3.5 Respondents choices in Lingerie brand 4.2.3.6 Factors concerning purchasing behavior 4.2.3.7 Others purchasing consideration 4.2.4 Reasons of Choosing existing shapewear products 4.2.4.1 Overall evaluation of Shapewear samples 4.2.4.2 Comparison in Functionality 4.2.4.3 Comparison in Material properties 4.2.4.4 Comparison in Design and Colours 4.2.4.5 Respondents choice 4.2.5 Results of Clerks and Service employees 4.2.5.1 Style and Categories 4.2.5.2 Colour 4.2.5.3 Price and Design factors in Purchasing behavior 4.2.5.4 Clerks and Service employees choice 4.2.6 Correlation 4.2.6.1 Correlation between purchasing considerations 4.2.6.2 Correlation when choosing samples 4.3 Basic results of Wear trial 4.3.1 List of Samples measurement 4.3.2 BMI value and Waist-to-hips ratio 4.3.3 Satisfaction of Body parts 4.3.4 Visual evaluation

75 76 77 78 79 80 81 82 83 86 87 88 89 90 91 92 92 94 95 95 98 100 100 103 103 104

4.3.5 Body measurement 4.3.6 Objective comfort evaluation 4.3.6.1 Pressure distribution on Different samples 4.3.6.2 Pressure distribution on Different subjects 4.3.7 Subjective feedback 4.3.7.1 Satisfaction on Functionality 4.3.7.2 Satisfaction on Material used 4.3.7.3 Satisfaction on Aesthetic 4.3.7.4 Subjects choice 4.3.7.5 Preferred pressure range CHAPTER 5 CONCLUSION AND RECOMMENDATIONS 5.1 Summary of Outcomes and Implications 5.1.1 The rising trend of Seamless shapewear 5.1.2 Researched shapewear products preference 5.1.3 Proper pressure of Shapewear products 5.2 Limitations and Recommendations for Future research 5.2.1 Limitations 5.2.2 Recommendations APPENDIX REFERENCES

105 106 107 116 120 120 123 124 125 126 128 128 128 129 130 131 131 132

LIST OF TABLES
Page Table 2.1: International size system for shapewear Table 2.2: The international classification of adult according to BMI Table 2.3: The difference of BMI cut-off points between Asian & European Table 2.4: Acceptable levels for hip to waist ratio for women Table 3.1: Lingerie brands visited Table 3.2: General details of the shapewear samples Table 3.3: Design details of the shapewear samples Table 3.4: Procedures of the wear trial test on January 2012 Table 3.5: Points of the locations Table 4.1: Target market and price range of selected brands Table 4.2: Summary of shapewear types offered by brands (for HK market) Table 4.3: Summary of shapewear design and colours offered by brands Table 4.4: Summary of materials and technologies used in shapewear Table 4.5: Age group of respondents Table 4.6: Education level of respondents Table 4.7: Occupation of respondents Table 4.8: Personal monthly income level of respondents Table 4.9: Monthly expense on intimate apparel Table 4.10: Sizes of respondents Table 4.11: Bra size of respondents Table 4.12: Style preference of respondents Table 4.13: Categories preference of respondents Table 4.14: Material preference of respondents Table 4.15: Colour preference of respondents 16 26 27 28 57 43 44 46 50 54 64 65 68 71 71 72 72 73 74 74 75 76 77 78

Table 4.16: Popular lingerie brands among respondents Table 4.17: Factors affecting purchasing behavior (Functionality & aesthetic) Table 4.18: Factors affecting purchasing behavior (others) Table 4.19: Evaluation of Sample A Table 4.20: Evaluation of Sample B Table 4.21: Evaluation of Sample C Table 4.22: Comparison in functionality Table 4.23: Comparison in material properties Table 4.24: Comparison in design and colours Table 4.25: Respondents favorite shapewear Table 4.26: Style preference of clerks and service employees Table 4.27: Colour preference of clerks and service employees Table 4.28: Price factor in purchasing behavior Table 4.29: Design factor in purchasing behavior Table 4.30: Clerks and Service employees favorite shapewear Table 4.31: Correlation between purchasing considerations Table 4.32: Correlation between estimation the performance Table 4.33: BMI and WHR of selected subjects Table 4.34: Satisfaction rating of body parts Table 4.35: Body measurements of subjects before and after wearing the samples Table 4.36: Pressure values on different body location of subject 1 Table 4.37: Pressure values on different body location of subject 2 Table 4.38: Pressure values on different body location of subject 3 Table 4.39: Pressure values on different body location of subject 4 Table 4.40: Satisfaction rating on samples functionally Table 4.41: Satisfaction rating on fitting

79 80 81 83 84 85 86 87 88 89 91 92 92 93 94 95 98 103 103 105 107 109 111 113 120 122

Table 4.42: Satisfaction rating on samples material properties Table 4.43: Satisfaction rating on samples appearance Table 4.44: Total scores of samples

123 124 125

LIST OF FIGURES
Page Fig. 1.1: Product development process Fig. 1.2 Flow Chart of this study Fig. 2.1: Shaping vest and Underbust shaper Fig. 2.2: Shaping knicker, Thigh shaper and Slimming Legging Fig. 2.3: Waist nipper Fig. 2.4: Control Slip and Bodysuit Fig. 2.5: Source: Global Consumer Shapewear Study 2009 Strategic Insights Fig. 2.6: Chart of Body Mass index Fig. 2.7: Waist-to-Hip ratio Fig. 2.8: Score scale of sensory evaluation Fig. 3.1: Different view of the shapewear samples Fig. 3.2: Inner view of the shapewear samples Fig. 3.3: Points first marked on dummy before the test Fig. 3.4: Hardware of Novel pressure sensor system Fig. 3.5: Connection of sensor equipment Fig. 3.6: Points for measuring garment pressures Fig. 3.7: Sensing process Fig. 3.8: Software interface of Novel Pliance pressure sensor Fig. 4.1: Bonluxe store and Displays in Bonluxe store Fig. 4.2: Satami store and Shaper from Satami Fig. 4.3: Embry form store and Shaper from Embry form Fig. 4.4: Bodibra store and Shaper from Bodibra Fig. 4.5: Easy Shop store and Shaper from Easy Shop Fig. 4.6: Shapers from Uniqlo 6 9 12 12 13 14 20 25 27 31 43 44 47 48 49 50 51 51 55 56 57 58 59 60

Fig. 4.7: Wacoal store and Advertisement of Wacoals shapewear Fig. 4.8: Triumph store and Advertisement of Triumphs shapewear Fig. 4.9: Marks & Spencer store and Shapewear from Marks & Spencer Fig. 4.10: Pictures of selected shapewear samples Fig. 4.11: Measurement of samples Fig. 4.12: Wear trial outcomes Fig. 4.13: Pressure values of samples from subject 1 Fig. 4.14: Pressure values of samples from subject 2 Fig. 4.15: Pressure values of samples from subject 3 Fig. 4.16: Pressure values of samples from subject 4 Fig. 4.17: Pressure values of sample A Fig. 4.18: Pressure values of sample B Fig. 4.19: Pressure values of sample C Fig. 4.20: Subjects favourite shaper

61 62 63 82 101 104 108 110 112 114 116 117 118 125

To my Parents and Sisters

CHAPTER 1 INTRODUCTION
1.1 Background of Study Throughout the human history, having a beautiful body shape is probably one of the common dreams for all women in the world. Every woman wants to have a beautiful look for matching particular fashion styles of the time as well as look pretty in a special occasion. Evening gowns, party dresses and bridesmaid dresses call for slim silhouettes. Of course exercise combined with eating right can help losing weight and building an attractive body. However, people today are incredibly busy and it might be hard to do exercise to keep fit. Thus, some women choose to achieve their ideal body figure by using the reshaping garment, which are worn under clothing as the base of every outfit and made functionality.

Since Renaissance, reshaping garments such as corsets and basques, have been regarded as an assisting tool for enhance a beautiful female body figure. Women have long relied on corsetry to help them achieve the fashionable figure. Over the years, corsetry has gone through many transformations. Today, the reshaping garment, also called shapewear, is an undergarment that designed to hold a part of the body in a particular form by exerting certain amount of pressure to the body. As a result, the areas under pressure for a period
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of time can be reshaped.

Shapewear is the growing trend in enhancement undergarments which helps women to reshape their bodies, smooth their bulges, lift what sags and straighten the posture. More and more women are using shapewear to achieve their ideal figures. They use shapewear to look their best and stand out from the crowd. The NPD (National Purchase Diary) Reports on the U.S. Apparel Market stated that shapewear continue to stand outs in women's intimates with over 7 percent growth in 2010. Furthermore, since the global lingerie brand Wacoal launched their shaping pant product Cross Walker in 2005, they recorded an incredible 13.8 million unit sales between 2005 and 2009. The improved version of the line, called Cross Walker Shakitto , also sold 370,000 units in the five months following its 2009 launch. It is shown that shapewear is the potential market. Definitely, shapewear is the secret for radiance, beauty and confidence, and also the secret weapon of women. Whatever they wear an evening gown or jeans with a T-shirt, the body shaper underneath can invisibly optimize their figure for the fashion. It is said that shapewear is "instant gratification". And it is a win-win situation for women who do not want to starve themselves into fashion.

The rise in popularity and acceptance of shapewear has come over time. New
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technologies in fabrics and new manufacturing techniques are used in the latest shapewear. New designs are giving women a double value of smooth curves and beautiful fashion. Nowadays shapewear comes in a variety of styles; some of the products are still using traditional cut and sewn style, while some of products have already applied the seamless technology. Also shapewear comes with different control levels, price, and materials, and shapewear products claimed to have different function such as providing the control and toning abdomen and waistline. There are many options let the consumers decide when they purchase these shaping garments. However, the market is saturated with brands introducing shapewear, it is needed to have a point of difference. Therefore, it is worthy to put more effort on studying women preferences on shapewear, hopefully this study can find out the preferred style of shapewear and have a little help on shapewear market when brands and manufactures produce different shapewear products.

1.2 Aim and Objectives The aim of this study is, analyze market for shapewear in Hong Kong and investigate the consumer preferences on shapewear products so as to develop an effective and comfort shapewear design.

Specific research objectives are listed as follows: 1. To investigate the market and the needs of wearing shapewear 2. To find out the market tendency of shapewear 3. To explore the consumer preferences of choosing shapewear 4. To understand consumers perception of physical comfort, psychological comfort, and aesthetic appearance, so as to find out the consumer s preferred style of shapewear 5. To examine consumer satisfaction with the shapewear in market 6. To examine the fitting effect of various styles of body shapers 7. To suggest improvement on current shapewear design

1.3 Scope of Study The study mainly focuses on the women age 18 or above who are the users of intimate apparel products. The study is based on Asian market including China and Hong Kong, which are considered as fast-growing consumption markets and in fact, the consumption of intimate wear has been growing relatively fast in Asia. It should not be forgotten that shapewear is primarily worn by slim and normal people. Thus the target group is the women in size 10 and size 12 which are the common sizes in Asia. Although Asian women are naturally slim, they still share the same figure flaws such as tummy bulges and large stomachs that most women worry about, and they also want a shapewear garment to help correcting the flaws. In order to collect the consumer preferences so as to analysis which kind of shapewear products is the most popular, the questionnaire is mainly distributed to Hong Kong women who had been educated and with purchase power. And the wear trial is proceeded in Hong Kong; women who have experience in wear shapewear are invited to participate in the wear trial. The existing shapewear products in nowadays market are also studied, including the material and technology used in enhancing the body shape.

1.4 Methodology overview

Idea Generation

Literature review Market analysis User analysis Lingerie market field research Trend analysis Product analysis

Research objective 1

Research objective 2

Design development

Consumer questionnaire survey Aesthetic performance Style, Color and Fabric Wear trial Functional performance Technical Design

Research objectives 3, 4 & 7

Research objectives 5, 6 & 7

Prototype development

Evaluation and Refinement

Production Planning

Fig. 1.1: Product development process

1.4.1 Product development process Product development is the process of bringing a new product to the market. As shown in figure 1.1, five phases are involved in the new product development process, including
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idea generation, design development, prototype development, evaluation and refinement, and finally the production panning. Idea generation is the initial step of new product development. It focuses on generating ideas for products to meet the needs of customers, or offer solutions to improve the performance of existing products. In this thesis, the ideas can be obtained from literature review and market field research. After that the ideas are refined into a product concept which develops according to the consumers preferences. The preferences on aesthetic and functionality can be obtained from questionnaire study and wear trial. The concept is then developed into a prototype for evaluation. The construction of a seamless shapewear prototype requires unique knitting techniques. However, the range of circular machines is limited in the ITC knitting laboratory, there is only a type of circular knits is provided. It is difficult to produce the prototypes in new concept. Because of the technical limitation, the study will end at the design and development phase.

1.4.2 Literature review In order to provide a deeper understanding of the shapewear market and figure out what kind of study had been carried out, a comprehensive search in literature about shaping garment and consumer behavior is conducted before starting the design and development. The information sources are from books, magazines, journals, thesis, articles, internet and
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shop visit. This part will be presented in Chapter 2.

1.4.3 Market field research A market field research is also conducted to find out the market tendency and the product details of shapewear. The information is obtained from both the internet and shop visit. It is used to set the questionnaires as well as select the samples in wear trial. The findings of market field research will be shown in Chapter 4.

1.4.4 Consumer questionnaire survey To achieve the objective of exploring the consumer preferences, a questionnaire is developed and distributed randomly in Hong Kong. The data is used to find out the preferred aesthetic performance of shapewear so it can help developing products. Data collected will be examined and analyzed by using statistic methods, this part will be shown in Chapter 4.

1.4.5 Wear trial Wear trial is carried out to examine the shaping effects of existing products and find out the functional performance of shapewear. The subjects are asked to wear the shapewear for a day and give the feedbacks. Pressure sensory system is used in the wear trial to
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collect to pressure value data exerted by the shaping garment. The details will be described in Chapter 3 and the findings will be shown in Chapter 4.

1.5 Chapter summary Chapter 1 Introduction

Chapter 2 Literature Review

Chapter 3 Methodology

Chapter 4 Findings and Analysis

Chapter 5 Conclusion & Recommendations Fig. 1.2: Flow Chart of this study

CHAPTER 2 LITERATURE REVIEW

Related literatures are reviewed in order to understand the market of shapewear and the consumer behavior. There are four parts in this chapter: (1) Overview of the shapewear market, (2) Consumer Preferences, (3) Body shape measurement and (4) Pressure and Comfort requirement of shapewear. In part 1, the types of shapewear products, sizing system and marketing needs are mentioned. In part 2, consumer preference and several factors that affected the preferences are explained. After that, the definitions of Body Mass Index and Waist-to-Hip Ratio are illustrated clearly. In the last part, the causes of shapewear pressure, pressure distribution and the sensation method are included.

2.1 The market of Shapewear In the past, if a woman wanted to have a beautiful body figure, corset was the only choice to reshape the body into an ideal shape. But now, achieving such an hourglass look no longer requires a corset of whalebone and canvas. For any woman who wants to control of her body figure, shapewear is the answer. Power fabrics have made possible a whole new line of undergarments, which can minimize and enhance the body shape while providing comfortable support. Nowadays, shapewear comes in a variety of styles, from tummy-control panties to all-in-one bodysuits. It also comes with different control levels,
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from light control to extra-firm control. There are many options let the consumers decide where they want extra support and how much support they want.

2.1.1 Various types of Shapewear in the market Apparel industries are required to supply different kinds of products corresponding to various needs of consumers. There are many types of shapewear which are used to enhance different body parts such as breasts, waist, abdomen, hip, buttocks and tights. And all types of shapewear are divided into four categories depending on the amount of shaping level: light, moderate, firm and extra firm shaping. (Ester, 2011)

2.1.1.1 Upper body shapewear Shaping vests, camisoles and underbust shaper are known as upper body shapewear. These styles generally make the stomach look firm and flat, also lift the breasts slightly so that the cleavage can become visible. They are commonly made of organic textiles such as cotton because it absorbs sweat and keeps the wearer comfortable. Women usually wear these kinds of shapewear under the blouses or form-fitting tops to work.

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Fig 2.1: Shaping vest and Underbust shaper

2.1.1.2 Hip and Thigh style shapewear Shaping knicker, thigh shaper and slimming Legging are known as hip style and thigh style shapewear. To those who have bottom fat, these styles provide a solution by compressing the abdomen, thighs and butts, giving them a smooth finish. They are usually worn from high-waist and down to lower thigh without the visible panties lines. They are come in many colours and some of them have decorative details such as laces.

Fig.2.2: Shaping knicker, Thigh shaper and Slimming Legging

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2.1.1.3 Waist style shapewear Girdles and waist nipper are known as the waist style shapewear which can help women to hide the mid-section flab and enhance the appearance of the tummy. This type of shapewear can cover the bust or start right below it. They usually made of nylon and spandex blended.

Fig.2.3: Waist nipper 2.1.1.4 One piece shapewear Bodysuit and control slip are called as one piece shapewear, which is a combination of waist style and hip style shapewear. These styles provide all-over coverage with maximum function. It can help to smooth and slim many parts of body underneath the clothing, creating a charming figure from the shoulders to the lower thigh. It is suitable to wear under a slinky dress in special events.

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Fig.2.4: Control Slip and Bodysuit

2.1.1.5 Light, Moderate, Firm and Extra firm shaping Based on the shaping level and the amount of pressure produced, all types of shapewear are divided into four categories light, moderate, firm and extra firm shaping. (Ester, 2011) Light control shapewear such as shaping vest and slip is the lightest of all shapewear. It does not reshape the entire body but it can smoothen out bulges without any binding. The fabric is thin and it is suitable for daily use. Moderate control shapewear is much tighter than light shapewear as it is designed to provide more support and compression. It helps in shaping the target areas like waist, abdomen, hips and thighs, but does not necessarily reshape the entire body. Generally, this type of shapewear such as shaping knicker and thigh shaper has light control panels built in. Firm control shapewear can help to minimize a problem area, but the level of support is difficult to wear the entire day. Extra
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firm control shapewear is the highest level of support that available in shaping garments. There are reinforced panels and boning to reshape the entire body as well as reduces an inch in the body size. It helps in bringing out body curves and giving a totally different look.

2.1.2 Size system of Shapewear According to Tomima Edmark, the owner of an online lingerie retailer, some women make the mistake of buying shapewear one size smaller than their size to achieve additional support. But a smaller garment will not fit correctly. This is wrong. (Edmark, 2011) Choosing a size too big will not be as effective, while choosing a size too small will create extra lumps and it may have a binding uncomfortable feeling all day. Besides that, puberty, pregnancy, menopause, oral contraceptives, even general weight gain and loss lead to a change in breast size and shape. The size can varies from time to time. In order to choose the correct shaper size, it is crucial for women to measure their bodies regularly. Moreover, shapewear comes in a variety of styles, with different size system. To improve the communication between customers and industries, an effective sizing system is necessary.

The body style shapewear gives full coverage of the body. It includes a built-in bra so this
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body shapewear comes in bra sizes. If a lady wears a 34C bra, she would buy a 34C body shapewear. Some shapewear that enhances the bust just like the underbust shaper also comes in bra sizes as well. The hip style and thigh style shapewear have a tummy control panel to smooth over the tummy. The size of these shapewear is based on the waist and hip measurements that used to determine the panty size. As the waist style shapewear generally is made up of a brief with an elongated waistband that comes up to the bottom of the bra, its sizing comes in small, medium, large format.

Waist Measurement 25-26" 27-28" 29-30" 31-32" 33-34" 35-36" 37-38" 39-40" 41-42" 43-44" 45-46"

Hip Measurement 35-36" 37-38" 39-40" 41-42" 43-44" 45-46" 47-48" 49-50" 51-52" 53-54" 55-56"

Panty Size 5 6 7 8 9 10 11 12 13 14 15

Shaper Size Small Medium Large X-Large XX-Large 3X-Large 4X-Large 5X-Large 6X-Large 7X-Large 8X-Large

Table 2.1: International size system for shapewear Source: (http://www.herroom.com/shapewear-fitting,927,30.html)

2.2 Marketing needs for Shapewear The shapewear market has grown tremendously in recent years as more and more
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customers ask for it. The NPD Reports on the U.S. Apparel Market stated that shapewear continue to be standouts in women's intimates with just over 7 percent growth in 2010. And according to a world-wide consumer survey conducted by INVISTA in 2009, 93 percent of women would like their lingerie to help with shaping and contouring. The report also revealed that one third of women considered wearing shapewear every day. These statistics showed that the demand of shapewear keeps increasing.

2.2.1 Shapewear market tendency The shapewear sector becomes crowded and saturated. Every week there is a new line launching. Thus, fabric innovation will be a major cause of evolution in the market. Any change occurring will be based on technical advances and innovations in fabrics mainly. This, combined with fashion trends, will perfectly respond to the fast growing demand for shapewear. (Wilson, 2012) In the meantime, different cutting edge technologies such as heat sealing cut and sew and laser cut have been already developed and made available to lingerie manufacturers. Playtex marketing manager Marica Carleschi mentioned that the need for innovation is the biggest challenge in the shapewear market currently. Also consumers are more likely to take notice if the product is set at a consumer friendly price in the tough economic climate.

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Although shapewear is often more expensive than traditional intimate apparel, consumers are willing to pay more for the garments that make them look good. Jane Singer (2011) is the Editorial Director of Inside Fashion, a leading provider of industry intelligence and international trends. She mentioned that shapewear has become prettier in its newest incarnation. With a combination of fashion and function, many top brands such as SPANX and Triumph have offered powerful garments in fashion colours and embellished with laces and trims, instead of the plain nude or black or mostly available on the market.

The market in US and Europe will be relatively stable in these years. In comparison, the consumption of intimate wear has been growing relatively fast in Asia, especially in China and India. China is considered one of the most fast-growing consumption markets. More and more Asian women want to enhance their body figure by using shapewear and other functional garments. According to Maria Williams, lingerie buyer for Lane Crawford, the luxury department in Hong Kong, they are expanding their shapewear lines as their store has had many requests for more foundation garments. She mentioned that Asian women do not like fat and they always think they are fat even when they are skinny. Besides that, with the chief designer of Bonluxe, Miss Lai claimed that there is about 20%-30% growth of business turnover each year since Bonluxe set up in Hong Kong at 2005. Many international and local brands began to develop and launch new lines of
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shapewear for Asian women. The fitting, price level and styles are making adaption to suit the new marketplace.

At the 4th Hong Kong Mode Lingerie exhibition which held in March 2010, in a total of 160 exhibitors, 29% came from Hong Kong, 28% from China, 25% from other cities in Asia and 18% from all over the world. (Phong, 2010) Hong Kong, Thailand and other areas are well known for its capability and potential in lingerie and shapewear design. Many Chinese textile and apparel manufacturers have financially strengthened to support the technological upgrade. In 2010, INVISTA showcased LYCRA beauty fabrics. It is a wicking fabric with soft touch and quick drying benefits that can provide all-day freshness and comfort. INVISTA believes that Chinese consumers today are looking for the shapewear that make them feel cool, comfortable and confident. They are no longer satisfied with a garment that fits all situations.

2.2.2 Consumer dynamics on Shapewear The global consumer survey conducted by INVISTA also found that there is a considerable gap between what women want from their lingerie and hosiery, and what they feel it delivers. (Wilson, 2012) 88 percent of women said that they wanted underwear to enhance their shape, but only 63 percent said that they were satisfied that
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this requirement was being met. 94 percent of women said that they wanted the shapewear that make them feel comfortable, while only 56 percent said that the shapewear they wear is comfortable. By evolving the market dynamics, it is known that consumers want more comfort, better fit, and improved shaping performance from this personal garment. The quality value is more attractive for consumers, while fibers and fabrics are crucial for them to determine whether it is a quality apparel product.

Fig 2.5: Source: Global Consumer Shapewear Study 2009 Strategic Insights Source: http://www.lycra.com/g_en/docs/1299511959-LYCRAbeauty_UK7.pdf

2.3 Definition of Consumer preference Consumer preference is a study of personal needs focuses on how individuals make decisions to spend their available resources such as time, money and effort on consumption-related items (Schiffman & Kan, 2008). It is also known as a study of the processes involved when individuals select, purchase, use or dispose of products, or
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experiences to satisfy needs. It is a useful data for companies to anticipate consumer demand because they must know their consumers well enough to think ahead on their behalf and respond to the consumers' need. Consumer preference for a product can make a company successful, but also can break the company. If consumers generally like a product, it may sell millions pieces and stay around for years. However, if consumers dislike the product, it could disappear promptly if the company cannot figure out the solution to fix the problem. This is usually done by an internal marketing department to a market research firm. Phone interviews, paper surveys, electronic surveys, focus groups and consumer samplings are the common methods for collecting the information.

The Engel-Blackwell-Miniard (EBM) model is one of the important models which explain consumer decision making process. It assumes that the consumer approach is that of problem-solving. In every purchase, consumer involves motivation and begins with the recognition of a need, and preference is what consumer choosing among alternatives products on the basis of selective criteria. When talking about fashion products, image, quality, color, style, and design are the important criteria when purchasing. (Forney & Park, 2005) When talking about the lingerie and shapewear products, consumer also think about the comfort, material breathability, hand feel, so on & so forth.

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2.3.1 Reasons of Studying consumer preference The apparel industry including the lingerie industry is highly competitive and changing very fast in global environment. Companies must continuously find ways to retain competitive in the market place, as well as maintain and increase their profits. Therefore, research and development is needed to fast respond the changing needs. Designers and manufacturers have to continually revise their design and product range due to the continuous changing technology and the changing preference of customers. Successful new product development need to through the identification of these consumer requirements in terms of consumer preferences. (Soreze, 2010)

2.3.2 Factors affecting consumer preference As consumer preferences describe the reasons for choices that consumer make when they select the products or services, understanding and analyzing the factors that determine consumer preferences is important. It can help the companies to target their businesses and products towards specific consumer groups, especially when they would like to develop new products and identify the reasons of the successful products.

2.3.2.1 Cultural and Social factors Cultural factors can be determined by nationality, religion and geographical areas. It is the
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primary reason behind a persons minds, wants and behavior. Therefore, the buying preference may vary from country to country. (Andersson, 2006) For instance, London is a fashion city, and people in there are more open-minded, some of them will wear shapewear as an outer garment. Compared with other conservative countries, people in London are more looking forward a shapewear with trendy and attractive design. Social factors include the social grouping; it is composed of small groups such as family, membership groups and aspirational groups. People may be affected by the groups that they are not belonging to, just like a fans mind can be affected by the idol.

2.3.2.2 Personal factors Personal factors can be determined by age and life-cycle stage, occupation, economic situation, lifestyle, personality and other self-concept that influence the buying behavior as well. A persons activities, interests and opinions can constitute their lifestyle, and the choice of products can be affected. (Andersson, 2006) Usually, consumers with similar demographic background tend to have the similar buying pattern and purchase preferences. For example, Brides would prefer an extra firm control shapewear because they want to bring out the beautiful body curves on their big day, and they will prefer white colours to match with their wedding dress. Office ladies would prefer a light control shaper because of the long wearing time; comfort is the biggest consideration
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when they purchase shapewear. Also they are allowed to purchase a good quality one as their income can afford it.

2.4 Body shape measurement There are two major methods used to determine the body shape and define overweight: Body Mass Index (BMI) and Waist-to-Hip Ratio (WHR). (M. Dalton, 2003)

2.4.1 Body Mass Index (BMI) The body mass index, known as BMI, is a simple calculation for human body fat based on a person's weight and height. BMI is defined as a person's body weight in kilograms divided by the square of his or her height in meters. (Eknoyan, 2008)

Although BMI is found to be the best proxy for body fat percentage among ratios of weight and height, it does not actually measure the percentage of body fat. (Singer-Vine, 2009) Its concept is to assess how much a person's body weight departs from what is normal or desirable for a person's height, in order to classify underweight, overweight, and obesity. Based on the data from World Health Organization, a graph of BMI is shown below. The chart displays BMI as a function of weight (horizontal axis) and height (vertical axis) using different colors for the four BMI categories and using dashed lines to
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represent the subdivisions within a major class.

Fig. 2.6: chart of Body Mass Index (Source: http://upload.wikimedia.org/wikipedia/commons/e/e9/Body_mass_index_chart.svg) Most health organizations including the WHO put a healthy BMI score between 18.5 and 25.0; this range is indicated as optimal weight. People with a BMI lower than 18.5 are considered as underweight and may indicate malnutrition or other health problems, while a BMI greater than 25.0 is considered as overweight and above 30 is considered as obese in the international classification. The table of international classification reference adapted from WHO 1995, WHO 2000 and WHO 2004 is shown below.
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Classification Underweight Severe thinness Moderate thinness Mild thinness Normal range Overweight Pre-obese Obese Obese class I Obese class II Obese class III <18.50 <16.00 16.00 - 16.99 17.00 - 18.49 18.50 - 24.99 25.00 25.00 - 29.99 30.00 30.00 - 34.99 35.00 - 39.99 40.00

BMI(kg/m2) Principal cut-off points Additional cut-off points <18.50 <16.00 16.00 - 16.99 17.00 - 18.49 18.50 - 22.99 23.00 - 24.99 25.00 25.00 - 27.49 27.50 - 29.99 30.00 30.00 - 32.49 32.50 - 34.99 35.00 - 37.49 37.50 - 39.99 40.00

Table 2.2: The International Classification of adult according to BMI (Source:http://apps.who.int/bmi/index.jsp?introPage=intro_3.html)

The range of BMI used to define overweight may vary from time to time and country to country. As Asian populations have different associations between BMI, percentage of body fat, and health risks than do European populations, a WHO expert recommended the BMI cut-off points for determining overweight should be lowered to 23.0 in Asian populations, as Asian people have a higher risk of type 2 diabetes and cardiovascular disease. (James W., 2002)

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Category Underweight Normal Overweight Obese <18.50

BMI range kg/m2 Asian populations 18.50 - 22.99 23.00 27.50 European populations <18.50 18.50 - 24.99 25.00 30.00

Table 2.3: The different of BMI cut-off points between Asian and European populations

2.4.2 Waist-to-Hip Ratio (WHR) Waist-to-Hip Ratio is the ratio of the circumference of the waist to the hip circumference. Different with BMI, WHR relies on the body measurement but not the weight. When calculating the WHR, the waist circumference should be measured at its narrowest point and the hip circumference should be measured around the widest portion of the buttocks, just like the figure showed below. (Geneva, 2008)

Fig. 2.7: Waist-to-Hip Ratio (Source: http://en.wikipedia.org/wiki/File:Waist-hip_ratio.svg)

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WHR has been used to measure the health of a person and indicate the risk of developing serious health conditions. People with more weight around the waist are defined as apple-shaped bodies; they face more health risks than those with pear-shaped bodies who carry more weight around the hips.

Besides, WHR is used as a measurement of obesity. WHO states that abdominal obesity is defined as waisthip ratio above 0.85 for females or a BMI above 30.0, (Geneva, 2008) while The National Institute of Diabetes, Digestive and Kidney Diseases (NIDDK) also states that women with waist-to-hip ratios above 0.8 have higher health risk because of their fat distribution. (Freedieting, 2011) The increased health risk is where the waist and hips are in a more similar measurement, meaning the number is higher or closer to unity.

The ideal WHR for women is considered within the 0.7 range (Singh, 2002). Some researchers have found that the WHR is a significant measure of female attractiveness and women with a 0.7 WHR are usually rated as more attractive. (ANI, 2010). Acceptable (Normal) Excellent < 0.75 Good 0.75 - 0.80 Average 0.80 - 0.85 Unacceptable (Obesity) High 0.85 - 0.90 Extreme > 0.90

Table 2.4: Acceptable levels for hip to waist ratio for women (Source: http://www.topendsports.com/testing/tests/WHR.htm)

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2.4.3 Overweight people in Hong Kong According to the study by Hong Kong Baptist University, it indicated that almost one in every five Hong Kong residents is obese. The study has interviewed more than 3,000 residents from 5 years old to 74 years old. Respondents were asked about exercising, eating and sleeping habits, as well as their body and weight measurements. 19.9 per cent of respondents were found to have abdominal obesity and 17.5 per cent were overweight. The work-life balance among people may be following a vicious cycle that contributes to the increasing number of obese people. It can be explained that many people are too busy at work or doing something else, that they have little time left to do exercise. Moreover, the young people are exposed to stress and unhealthy lifestyles that lead to poor eating habits which is one of the causes of obesity. (Cagape, 2011)

2.5 Pressure and Comfort requirement of Shapewear In order to achieve the goal of becoming slim, shapewear which helps reshaping the body is needed in the current market, since people desire to have such a product to enhance the body slimming effect. Shapewear comprises elasticated panels, reshapes the body and flatten the tummy by applying a different amount of compression onto the skin. That may directly affect the overall comfort of the garment. All kinds of shapewear are divided into four categories depending on the amount of pressure level: light, moderate, firm and extra
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firm shaping. (Ester, 2011)

2.5.1 Wearing comfort of Shapewear Human subject would not feel uncomfortable under certain amount of pressure. But the more pressure exerted, more discomfort will cause. In order to achieve better slimming effect, some women choose to wear shaper in smaller size even though it is uncomfortable. However, seriously unreasonable clothing pressure may result in stress concentration, which may be harmful to the human health because the blood flow and cardiac output are affected. (Wang Y.P., 2006) Shapewear with excessive clothing pressure can cause discomfort and affect the health, while shapewear with a very low clothing pressure lost the functions to reshape the body. Therefore, having a balance between the wearing comfort and the pressure applied is crucial.

The Weber-Fechners law is used to describe the relation between the clothing pressure and the compressive feeling. Usually, the comfortable pressure is within a range of 0.8kPa to 1.4kPa. And the values of clothing pressure which give subjects the low and the moderate compression feelings are 1.2kPa and 3.6kPa. (Kanai H., 2006) As shown in figure 2.8, the compression feeling was judged on 7 scales.

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Fig. 2.8: Score scale of sensory evaluation (Source:https://soar-ir.shinshu-u.ac.jp/dspace/bitstream/10091/401/1/cameraEnglish.pdf)

2.5.2 Causes of Clothing pressure The clothing pressure is caused by three factors. Firstly, when the clothings weight acts on the body, the weight pressure will be brought. Secondly, the pressure will be formed if the size of garments is less than that of the body, just the using a strap to tie the body. It is known as tied pressure. Thirdly, when the clothing changes its shapes according the body movement, the cover pressure will be caused. (Chen, 2011) For the shapewear, tied pressure is main factor as they are usually smaller than the body size to mold the body shape so as to obtain an ideal figure.

2.5.3 Pressure distribution and Pressure sensation As excessive clothing pressure has been regarded as a problem, evaluation of clothing pressure is important to investigate the functional performance of the shapewear products
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by using direct or indirect methods. In direct sensing method, the clothing pressure is measured directly using sensors or gauges. In indirect sensing methods, the clothing pressure is obtained from different measurements, for example the curvature, body weight and fabric tension. (Yu & Fan, 2006) To compare with the direct methods, indirect methods are inexpensive and no additional hardware is required, but clothing pressure cannot be measured accurately.

In this project, the pressure sensor is used to measure the distributions of clothing pressures given by body shapers on different body parts. As body shapers are primarily designed to exert pressure on a particular part of the body, the pressure distribution is not uniformly distributed at different body locations. Sometimes the high- pressure zone is concentrated around the waist girth at the end of wearing process. (Anthony, 2003) The pressure sensor is linked with the computer system to measure objective data for comfort evaluation. 12 points will be marked on the body of each subject indicating the waist girth, abdomen girth and hip girth, then the sensor will place on the points to check out the how much pressure exerted by the body shapers.

2.5.4 Factors affecting the wearing comfort and Pressure sensation Clothing pressure varies with different body structure. Everyone have a different
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silhouette, which affects the comfort and pressure absorption when wearing body shapers. Besides, when women grow older and older, their bodies change noticeably especially the shapes of the abdomen and hips because of the increased body fat, the changed curvatures of the bodies also affect the sensory feelings from the shaper pressure. (Yu & Fan, 2006) The clothing pressure depends mainly on the geometry. Apart from the body structure, the soft tissue including muscles, vessels, nerves, tendons also affects the pressure absorption. Subjects who had less stiffness in their soft tissue tend to feel painful on their waist side because their soft tissue cannot transfer load in an effective way.

The clothing pressure depends on the fabric elongation as well. Body shaper is designed to flatten the stomach and abdomen by stretching an elastic fabric band around the body. The tension of the band should be the same all round the body, so the pressure will depend on the surface curvature. The greatest where the curvature is, the highest pressure is applied. For example, the curvature at the waist sides is about 3.5 times greater that the front part so the pressure on two sides is also 3.5 times greater than the flattening pressure on the front part. A study found out the shaping effect was better if the fabric elongation below 40 percent, while subjects still have no uncomfortable feeling when the fabric elongation is 40 percent. (Yu & Fan, 2006)

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CHAPTER 3 METHODOLOGY
3.1 Introduction In this study, the main purpose is to have a better understanding on consumer preference for shapewear products in Hong Kong, in order suggest the improvement to the current shapewear products. Total 4 methods are used to collect the data. (1) Desk research which gathering and analyzing information already available in print or published on internet, as illustrated in chapter 2. (2) Qualitative research which is done by shapewear market research. (3) Quantitative research which is done by consumer questionnaire survey. (4) Quantitative research which is done by Wear trial test about pressure evaluation of body shapers.

3.2 Types of Data Every research is based on data which is analyzed and interpreted to get information. It is one of the most vital aspects in research study. Data collected are broadly classified into primary and secondary data, they are both contributed valuable information for the study.

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3.2.1 Primary data For primary data, the data is collected originally by the researcher. Collecting data is the first-hand-experience. It has not been published before so the data is more authentic, reliable and objective. Without primary data, a research is less reliable. There are many sources of collecting primary data, include experiments, survey, questionnaire, interview and direct observation. In this study, primary data is collected by market research, questionnaire survey and wear trial.

3.2.2 Secondary data Different with primary data, secondary data has already been published in any form, mostly from books, journals and periodicals. In this study, the review of literature in research is based on secondary data. Although secondary data is less valid, its importance is still there. The reason is that it provides a theoretical and academic background for the study, for example the market of shapewear, so as to help determine if a knowledge gap is existed. It is easier to obtain information from secondary sources than primary data.

3.3 Primary data: Qualitative research methods Qualitative research is a method of investigation in different academic disciplines, usually in the social sciences, market research and further contexts. (Denzin & Lincole, 2005) It
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is all about understanding phenomena and answer questions. It is used to gain insight into people's attitudes, behaviors, concerns, motivations, culture or lifestyles and explain reasons. It involves the analysis of any unstructured material such as customer feedback forms, reports or media clips instead of numbers, which are the domain of quantitative research. After carried out a review of literature, market field research is used in this study under qualitative research. It helps to investigate the shapewear products in current market.

3.3.1 Lingerie market field research Market research is used to find out information about lingerie and shapewear markets, competitors, market trends and products, etc. It is also about investigating the shapwear styles, colours, pricing, materials and technologies used. Market research can reflect the market tendency because the current products are produced to satisfy the demands for women, acting as a reference of desirable and popular design style of shapewear products. The information can indicate a general preferred trend and it helps to choose the samples in the later wear trial test.

As more and more international and local brands produce shapewear products, one of the useful data collection methods is shop visit. In this research, total 9 lingerie brands have
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been studied and they are listed on table 3.1. Internet is also a great tool for research as it is a public forum; consumer can provide feedback about the shapewear products and wearing experience each time they buy a product.

Brand Names 1 2 3 4 5 6 7 8 9 Bonluxe Satami Embry form Bodibra Easy shop Uniqlo Wacoal Triumph Marks & Spencer

Type of Shops Lingerie chain store, Retailer (China and Hong Kong) Lingerie chain store, Retailer (Hong Kong) Lingerie chain store, Manufacturer & Retailer (China and Hong Kong) Lingerie chain store, Retailer (China, Hong Kong, Canada) Lingerie chain store, Importer (China, Hong Kong, Taiwan) Own shapewear line in chain shore Clothing retailer (International) Lingerie chain store, Retailer (International) Lingerie chain store, Retailer (International) Own lingerie line in department store Retailer (International)

No. of stores (HK) 8 15 20 12 6 16 10 11 12

Table 3.1 Lingerie brands visited

3.4 Primary data: Quantitative research methods Quantitative research is a systematic empirical investigation of social phenomena. (Lisa. M, 2008) It is a research method that focuses on the collection and analysis of numerical

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data and statistics, thus statistical background is required to support. It usually takes a look at large sample of groups of people. These data and statistics are then analyzed to find correlations inside. Quantitative research can enhance reliability of the result. In this study, consumer questionnaire survey and wear trial test for pressure sensation are conducted under the quantitative research method.

3.4.1 Consumer questionnaire survey The purpose of questionnaire survey is to collect consumer preferences and perception in shapewer design, styles, materials, colours and the importance of consideration in purchasing shapewear products.

In a research, better reliable results can be achieved if the sample size is larger. Usually a sample size of 200 respondents is used in typical research. However, shapewear is still a new trend in Hong Kong. Not every woman has the experience in wearing shapewear, and also shapewear is not a necessary for everyone, like the thin people. To enhance the validity of data, women who have shapewear experience are preferred and thus the sample size is limited. To address this limitation, the target population for the consumer questionnaire survey in this study is 50-60 women. In order to achieve the aim of investigating shapewear preferences for women, specific criteria had been set for
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selecting the sample size. The respondents must be aged from 18 and they are the user of lingerie products, it means that they have experience in purchasing intimate apparel products. In order to generate as many respondents as possible, some of the questionnaires are conducted by street interviews in Hong Kong from December 2011 to January 2011, while others questionnaires are sent to convenient samples including friends of friends, colleagues and relatives

The questionnaire (Appendix 1) contains an introduction which explains clearly the purpose of study, it also contains clear instructions to well-guide the respondents when they fill out the questionnaire. There are 3 major sections in the questionnaire, illustrated as follow:

Part 1: Personal information The first part intends to obtain the basic demographic profile of the respondents, including age range, education level, occupation, monthly income range and the expense range on buying intimate apparel and shapewear. Besides, respondents would be asked to write down their size and bra size.

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Part 2: Shapewear preferences The second part intends to obtain their shapewear preferences and general buying behavior when purchasing shapewear products. Multiple answers are given to respondents so that they can choose their preferences on design, styles, colours and materials used. On the other hand, respondents are also requested to rate the importance of various criteria in decision making process of shapewear purchasing behavior, including overall comfort, material breathability, easy to wear, price, etc. These questions are developed using existing 5-point Likert scale. A numerical result of respondents view from 1 to 5, from least important to most important, can be reflected, calculated and analyzed.

Part 3: Shapewear details The third part is aimed to find out the actual preferred shapewear selection among respondents, respondents are asked to look at the pictures and read the info of 3 shapewear products with different design elements, materials and colours from different brands. Then they need to estimate the product functionality and aesthetic performance. These questions are also developed using existing 5-point Likert scale. At the end of part 3, they are required to choose their favorite one and briefly give the reason. The selection of respondents can be compared with the answer of bra preferences in part 2, allowing
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the data to be consolidated.

3.4.2 Wear trial test: Pressure evaluation of Body shapers In the questionnaire survey, respondents are asked to estimate the product performance and choose their favorite shapewear. However, they cannot physically feel and touch the items. They can only provide the ratings according to the given photographs and descriptions. Therefore, more authentic result can be gotten by wear tried test because the subjects can physically try on the samples for evaluation. The wear trial test is carried out in this project to evaluate the product functionality and aesthetic performance of three shapewear products. The test is also conducted to verify the previous results of consumer preferences of shapewear products from the questionnaire survey. There are two main focuses in the fitting test. One is the distribution of clothing pressure exerted by body shapers on different body locations. The clothing pressure can directly affect subjects' overall comfort of feeling and their satisfaction level, since too loose means the shaper is not effective in shaping and too tight means it is not comfortable and may have physiological effects. The other focus is to examine the performance of the products including the overall body reshaping effect.

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3.4.2.1 Selection of Samples Labat and DeLong (1990) found that female consumers are more dissatisfied with their lower bodies, including the buttocks, thighs, hips, crotch, pant length, and waist, than their upper bodies. (Labat, 1990) After the research on the consumer preferred style, it is found that shaping panties is one of the popular shapewear products. High-waist control panties are designed to beautify the lower body part of a woman without creating any discomfort and detrimental physiological effects. With the ordinary style of high-waist body shapers as the targets of study, three M size samples of High-waist control panties are purchased from different shops as experimental samples for comparison. The price range of these 3 samples is similar (HK$300-500), while the style, design, colour and the material used are different. The pressure data, fitting measurements and comments would be made to subjects favorite shaper to generate a reliable investigation on subjects shapwear preferences. The pictures of the samples are showed in Figures 3.1 and 3.2. The details of the samples are shown in Tables 3.2 and 3.3.

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Sample

Front view

Side view

3/4 view

Back view

Fig. 3.1: Different view of the shapewear samples Sample A is made of double-layer fabrics and the materials are not stretchable enough, it is unavailable to put on the dummy normally used as the hips are too tight. Thus a same size separate mannequin which separates at the waist and one leg is used for the sample A.

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Sample

Inner View

Fig. 3.2: Inner view of the shapewear samples

Sample Size Brand Made in Material M Satami China

A 10

B M Marks & Spencer Sri Lanka 66% polyamide 34% elastane* Crotch:100% cotton HK$450

C Triumph Israel 74% polyamide 26% elastane Crotch:100% cotton HK$320

Shell: 85% Nylon 15% Spandex Lining:79% Nylon 21%Spandex Crotch:100% cotton

HK$398 Price *LYCRA is a trademark of INVISTA

Table 3.2: General details of the shapewear samples

Sample Style Bones Tummy control belt Panelled design

Silicon waistband

A Cut and Sewn (6 bones) (H&E Opening) Elastic band Black

B Seamless (with back-seam) Visible panty line Nude

Seamless

C
(circular knit)

Lace edging Pink

Leg finish Colour Lace decoration Bow detailing

Table 3.3: Design details of the shapewear samples

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3.4.2.2 Selection of Subjects In this day and age, more and more women are seeking shapewear. Shapewear is no longer designed for overweight women only. Underweight or normal women can also have a little tummy and they also want a body shaper to smooth out the lumps and bumps under the skin. In a wear trial, usually 5-8 subjects are required in typical research. However, as mentioned in section 3.4.1, the sample size is limited in this study as shapewear is still a new trend in Hong Kong, while not every woman is interested in it or has experience to use a shapewear product. Besides, specific body shape is required for the subjects. Therefore, total 4 Asia female subjects aged 20-25 are recruited for the wear trial test in this study. The subjects are invited through e-mail recruitment. To ensure the subjects are having similar body dimensions, they are selected according to their BMI value and the waist-to-hip ratio. The world Health Organization (WHO) defines BMI 18.5 -22.9 kg/m2 as the normal weight status in Asian populations. In this test, the required BMI value of subjects is from 18.5 to 22.9 kg/m2, and the waist-to-hip ratio is from 0.75 to 0.8. The 4 subjects are all in normal range, while they have stomach fat and belly fat, and all of them are not satisfied with their body shapes.

3.4.2.3 Wear trial procedures The 3 samples are given to the fitting subjects before the test day and they are asked to
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put on each sample shaper for half day (8-12 hours) before the test, so that they can feel the shapers and give their comments. Because of personal hygiene, the shapers should be washed after a subject has put on and after the test before shifting to another subject. The schedule of fitting trial is shown in Table 3.6. Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Subject 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 Activities Receive the three samples and try on the sample A for half day Try on the sample B for half day Try on the sample C for half day Wear trial in HKPU. Wash and dry the 3 samples after the trial. Receive the three samples and try on the sample A for half day Try on the sample B for half day Try on the sample C for half day Wear trial in HKPU. Wash and dry the 3 samples after the trial. Receive the three samples and try on the sample A for half day Try on the sample B for half day Try on the sample C for half day Wear trial in HKPU. Wash and dry the 3 samples after the trial. Receive the three samples and try on the sample A for half day Try on the sample B for half day Try on the sample C for half day Wear trial in HKPU. Wash and dry the 3 samples after the trial.

Table 3.4: Procedures of the wear trial test on January 2012

3.4.2.4 Wear trial timeline 5 minutes Measurement #1 taking 10 minutes Putting on sample for adaption Measurement #2 taking 20 minutes Pressure measuring (12 points)

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Quiet laboratory with constant temperature (25C) is needed in the wear trial. At the beginning, subject s body measurements such as height, weight, natural waist, abdomen, top hip and hips are taken for the BMI and WHR calculation. Then the subject is asked to put on the first sample for about 5-10 minutes to let the body adapt to the changed shape. At the same time, body measurements are taken again for calculating the deviation before and after wearing the sample shaper. And 12 different points are marked on the body using stickers (first marked on dummy before the test as consistent testing points are required on different subjects, see figure 3.1). After that, pressure tests are done to measure the pressure values. The sensor is placed on the 12 points between the skin and the sample shaper to measure the pressure value exerted. In order to get data with stable distributions, each point should be measured around 50 seconds. The second and third samples would be tested in turn.

Fig. 3.3: Points first marked on dummy before the test

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3.4.3 Pressure sensing system In this project, The Novel Pliance Pressure Sensor system in ITC laboratory is used to measure objective data for comfort evaluation. It is linked with the PC that has installed the Pliance x-16 software. The Pressure sensor hardware consists of a battery, a wireless synchronization device with built-in Bluetooth technology and a pressure mat. The pressure mat used in this wear trial test is No.2_192. It can detect the pressure below 24 kPa so it is suitable to measure the small values of garment pressure. The sensor in the mat is very small and coated with a layer of resin to soften the surface. When the sensing part experiences the stress between the shaper and the skin, the data would be collected and transferred to the computer system through Bluetooth. To guarantees accurate data can be collected, it is suggested to check the sensor using weight at any time before the test. Below figures shows the hardware and the connection of the sensor system.

Fig. 3.4: Hardware of Novel pressure sensor system

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Fig. 3.5: Connection of sensor equipment

3.4.3.1 Objective comfort: Objective pressure test Clothing pressure comfort is an important part in clothing comfort assessment. It is based on the subjective tightness sensation and the clothing pressure of body shapers. In order to find out a suitable range of pressure to exert on human body as well as evaluate the product functionality, both objective and subjective pressure comfort evaluations are carried out. Objective comfort means the objective measurement of clothing pressure distribution and it is done by the Novel Pliance Pressure Sensor system. 12 points are first marked on each subject to check out the exact pressure exerted by the sample shapers. The 12 points are marked on the body indicating the waist girth, upper hip girth and hip girth. Sensors are placed on these 12 points to detect how much pressure has exerted by the shaper on these parts. Objectively measured pressure values are significantly different amongst the 3 different shapewear products, therefore the range of pressure preferred by subjects can be found in the test.
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Fig. 3.6: Points for measuring garment pressures Point Location 1 C.F 2 3 Side Waist girth 4 5 C.B 6 C.F Abdomen girth 7 8 Side 9 10 C.B 11 Side 12

hip girth

Table 3.5: Points of the locations

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Fig. 3.7: Sensing process

Fig. 3.8: Software interface of Novel Pliance Pressure Sensor

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3.4.3.2 Subjective comfort: Subjective assessment Subjective comfort means the subjective pressure sensation. An evaluation form is prepared (Appendix 2) and subjects are invited to fill out the form after the wear trial. There are 2 major sections in the evaluation form, illustrated as follow:

Part 1: Personal information The demographic profile of the subjects, including age, body measurement and size are obtain in Part 1. And subjects are asked to rate the satisfaction with their bodies such as waist, tummy, hips and body curve. Part 2: Shapewear evaluation After the subjects put on the sample, they have to rate the shapers in terms of the functionality and aesthetic performance and material properties. A 5-point Likert scale is used to measure subjects opinions. 1 refers to poor performance, while 5 refers to excellent performance. They can also provide subjective comments on the samples. Finally, they are asked to choose the shaper they like the most and briefly write down the reason. The result can testify the previous results from the questionnaire survey.

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CHAPTER 4 FINDINGS AND ANALYSIS

4.1 Finding on Market research Total of 9 international or local brands which have opened stores in Hong Kong and produces shapewear products have been studied in this project. Data were collected by shop visiting and internet searching. By gathering and analyzing the information collected, it is helpful to figure out the market tendency of shapewear products, reflecting the consumer s needs and preferences in shapewear market. These preferences correspond to the styles, colours, pricing, materials used and the technologies applied. The size range offered is also investigated (Appendix 3). However, it is found that the brands have a similar size range so it will not be discussed in the thesis.

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4.1.1 Company background Since brand images, market strategies, target groups and characteristics of product vary from brands to brands, understanding the company background such as the target markets and nature of business is necessary before analyzing the information.

Brand Names A B C D E F G H I Bonluxe Satami Embry form Bodibra Easy shop Uniqlo Wacoal Triumph Marks & Spencer

Target markets China, Hong Kong China, Hong Kong, Macau, Taiwan China, Hong Kong China, Hong Kong, Canada China, Hong Kong, Taiwan Asia, America, Europe Asia, America, Europe World-wide World-wide

Price range (per piece) HK$2,100 HK$3,800 HK$138 HK$420 HK$199 HK$980 HK$269 HK$799 HK$350 HK$670 HK$79 HK$280 HK$1100 HK$320 HK$580 HK$350 HK$450

Table 4.1: Target market and price range of selected brands

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A. Bonluxe Bonluxe is famous for its high quality functional lingerie. Bonluxe functional lingerie has over 40 years history in Japan and founded in HK as the market leader in 1995, since then the sales of functional lingerie continue rising. Bonluxe is specialized in the materials that with the strong research and development. They got a lot of patent products such as Bridge Body, Slim Bra, APIS silk protein, etc. Bonluxe is also well-known for their good customer service. They are the only lingerie company which the consultants can offer professional and personalized service for customers, to ensure them are being well-served with the best body shape-up solution in the store. Bonluxe is relatively expensive than other shapewear products in the market, while they are targeting for high spending women. A bodysuit typically costs around 3,600 Hong Kong dollars.

Fig. 4.1: Bonluxe store and Displays in Bonluxe store

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B. Satami Satami is a local lingerie brand selling functional lingerie including the shapewear. They established in 1985 and their production line is set up at Taiwan. With over 20 years of experience, advanced technology has been integrated into their design, providing the innovative, trendy and comfortable shapewear products. Through the chain network and a lot of advertising, Satami has established a high-end product image in the lingerie market. Their business concept is positioning in high-level with an affordable price for everyone. Normally a control shaper costs around 350 Hong Kong dollars. The consultants in the stores are well-trained to provide professional knowledge for customers and high standard of after sales service for further improvement.

Fig. 4.2: Satami store and Shaper from Satami

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C. Embry form Embry Form is a renowned lingerie brand based firm in Hong Kong and Mainland China for over 30 years. They provide a full range of intimate apparel products for women of all ages and stages of life, from adolescent girls to mature women and even to pregnant mothers. Besides brassieres and panties, they also sell swimwear, aerobic wear, sleepwear, maternity and nursing wear, shapewear, as well as other different kinds of apparel and accessories. They are now holding 19 applications patents and 13 appearance design patents. They have a variety of assortments of style and design, while their shapewear products are elegant and classic. Advertising is one of their marketing strategies. They have chosen supermodel Jocelyn Luko as the protagonist in the commercials. And their TV advertising and print ads can be found in fashion publications and outdoor venues.

Fig. 4.3: Embry form store and Shaper from Embry form

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D. Bodibra BodiBra Lingerie established in Canada since 1989 under the name "My Heart Lingerie". Its founder, Mrs. Pat Ma, returned to Hong Kong and opened her first shop (changed the name to "BodiBra") in 2003. It provides shapewear for instant effects and long term results at affordable prices. Their product designs are patented in Asia. Different with other brands that using mass production, all BodiBra lingerie is handmade and every piece is carefully cut and sewn, ensuring the customers wear functional lingerie which are fit to meet professional standards. The stores do not have much on display, the customer will be measured and the staff will find the suitable one for them in the stock room. In order to reach out to consumers globally, they have created a new line called "BoomBoom Bra", resulting in the online consultation lingerie store.

Fig. 4.4: Bodibra store and Shaper from Bodibra

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E. Easy shop Easy shop came from Taipei. They sell lingerie, shapewear and sleepwear products from its own brand Audrey and other well-known international lingerie brands such as embche and Yauco. Their stores mainly use orange for the background colour to give customers a modern feeling. As they are targeting for young ladies, their stores are located in Mongkok, Tsim Sha Tsui and Causeway Bay, where most young people always go shopping. In Easy Shop, corsets with elegant design and applique details in wide range of colours can be found. Usually their corsets can be worn as outerwear.

Fig. 4.5: Easy Shop store and Shaper from Easy Shop

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F. Uniqlo Uniqlo is Japan's leading clothing retail chain company that the stores are opened in major cities in Asia, America and Europe. In 2011, Uniqlo launched a new line "Style up" of women undergarments, offering seamless shapewear products which provides support and enhances the body lines. Currently there is only one type of shaping camisole, while there are two versions for their thigh shapers. The shapers are made of lightweight fabrics and the design is simple without any accessory and trimming. Moreover, Uniqlo sell it at a cheap price which per piece only costs 79 Hong Kong Dollars.

Fig. 4.6: Shapers from Uniqlo

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G. Wacoal Wacoal is a worldwide lingerie manufacturer and the leader in designer intimate apparel. Their business set up in Asia, America and Europe. Wacoal produces brassieres, panties, shapewear, camisoles and accessories for women at different ages. Their shapewear are designed with minimal seams to provide a smooth appearance when worn. "Cross Walker fat-burning weight loss pants" is one of the best selling shapewear products in Asia. It is designed with compression panels at the waist and bum areas to flatten the stomach, sculpt the thighs and boost the butt. Also it refers to a completely new technology that firm up the body when customers walk while wearing products.

Fig. 4.7: Wacoal store and Advertisement of Wacoals shapewear

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H. Triumph Triumph is also a leading lingerie manufacturer in the world and their business operates in 120 countries. They produce and sell lingerie, shapewear, underwear, beach fashion, leisurewear and sleepwear for women and men. In spring 2011, Triumph launched its innovative shapewear line named Shape Sensation, which is a newly developed fashionable lingerie collection that shapes and brings out the body curves of women. In their shapewear product, eye-catching shades such as plum-fusion and pink are complemented by the essential black and nude colours. Shape Sensation collection consists of three main lines: Lace Sensation, Retro Sensation and Smooth Sensation. Each line offers its own styles and qualities.

Fig. 4.8: Triumph store and Advertisement of Triumphs shapewear

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I. Marks & Spencer Marks & Spencer is a worldwide department store chain that specializes in the selling of clothing, home furnishings and luxury food products. They have their own lingerie line to produce brassieres, knickers, shapewear and sleepwear products. Since 2010, the sales of shapewear at Marks & Spencer have jumped 12 percent. They work with fabric suppliers on fabric innovation to provide full range of shapewear products which are made of lightweight microfiber material and boost comfort, while they are selling at a reasonable price. A waist cincher typically costs around 450 Hong Kong dollars.

Fig. 4.9: Marks & Spencer store and Shapewear from Marks & Spencer

4.1.2 Market tendency of shapewear products In this section, the preferences on shapewear types, styles, colours, materials, technologies used and the sizes in Hong Kong market would be discussed.
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4.1.2.1 Shapewear categories Brand Names

Control Slip tank top

Types of shapewear offered

Shaping Bodysuit Underbust shaper Waist nipper Shaping Panty Thigh shaper Slimming legging Corset

A Bonluxe B Satami C Embry form D Bodibra E Easy shop F Uniqlo G Wacoal H Triumph I M&S

Table 4.2: Summary of shapewear types offered by brands (for Hong Kong market) As shown in Table 4.2, thigh shaper is the most common type to be seen in the shapewear market of Hong Kong. Although the 9 selected brands sell different kinds of shapewear, all of them have produced the thigh shaper whatever is high waist or low waist style. There is a tendency to shape up the lower body specialized in the abdomen, hip and thigh. Bodysuit (including the full torso control bodysuit) and Shaping panties are also preferable to the market, most of the selected local and international brands provide these products for customer.

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4.1.2.2 Styles: Design and colours Brand Names A Bonluxe Design elements Cut and sewn: Lace panel/ Lace trim Glossy effect Colours B Satami C Embry form Cut and sewn: Lace panel/ Lace trim Glossy effect (All plain) Seamless: Plain Cut and sewn: Elegant lace panel/ lace trim Glossy effect Embroidery Accessorized (E.g. Crystal) No VPL (Visual Panty line) leg finish Cut and sewn: Lace panel/ Lace trim Sheer Plain Black White Nude Brown Pastel purple Pastel orange Black White Nude Grey Purple Black White Nude Brown Red Pastel colours (E.g. purple, orange) Black White Nude Brown Pastel purple Pastel orange Various colors available

Bodibra

Easy shop

Cut and sewn: Various design from brands Print (E.g. Animal) Lace panel/ Lace trim Embroidery Accessorized (E.g. Lacing) Glossy effect Fancy straps

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Uniqlo

Seamless: Plain, non-lined X-shaped design Seamless: Plain (most) Sheer X-shaped design Diamond design Jacquard pattern Print (E.g. Animal) No VPL leg finish Seamless:

Black Nude Grey Blue Purple Black Nude Brown

Wacoal

Triumph

Black Brown Grey Pink Black White Nude

Plain bow detailing Lace edging Lined design Seamless: Glossy effect Diamond design Panel design No VPL leg finish

Marks & Spencer

Table 4.3 Summary of shapewear design and colours offered by brands Both cut-and-sewn style and the seamless style can be found in current shapewear market. With long years of experience, the local and Asia brands prefer producing cut-and-sewn shaping garments, while international brands that have a few years experience on shapewear prefer the seamless style for Hong Kong market. For the preferred design elements, lace seems to be a must for the cut and sewn shaper as lace is synonymous with elegance and feminine charm. It is usually used as an additional decorative element for the underwear. Shiny effect can be produced by using nylon, satin or silk, and this is also
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preferable for this style to increases the glamour of garment. For the seamless style, a clean and plain design is most common in the market, so as to match up with minimal seams design.

For the preferred colour of shapewear products, there is an increasing usage of pastel colours and bright colours in the products to make them more fashionable. However, basic colours including black, white and nude are still the must-have colours for the brands. Nude and white colour shapewear can closely match the skin color and it is good for light colored shirts, while black goes well with outerwear in dark colour.

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4.1.2.3 Materials and technologies used Brand Names Materials A Bonluxe APIS silk protein fiber Technologies used APIS silk protein Tourmaline far infrared rays (powders sandwiched among cotton) Bamboo Charcoal fabric Cool Fabric fabric No VPL seamless technology (Ultrasound) / /

B Satami

Nylon/Spandex blended Polyester/Cotton blended Polyester (100%) Nylon/Spandex blended Nylon/Lycra blended Nylon/Spandex/Polyester blended Vary from brands Polyester blended and Nylon blended usually Nylon/Spandex blended LYCRA Beauty Nylon/Spandex blended Nylon/Lycra blended Nylon/Spandex blended

C Embry form D Bodibra E Easy shop

Uniqlo

Circular knit technology Moulding technology* Circular knit technology Heat sealed interior panel Soft touch brushed fabric No VPL seamless technology Circular knit technology Moulding technology*

G Wacoal

H Triumph I M&S

LYCRA Beauty No VPL seamless technology Nylon/Spandex blended Secret Support Nylon/Spandex/Lycra blended (Integrated zone panels) Nylon/Spandex/Polyester blended

* Apart from the pad moulding Table 4.4: Summary of materials and technologies used in shapewear Most shapewear products in Hong Kong market are made of a combination of nylon and spandex, which are soft and lightweight fabrics. Since a good shapewear has to do two

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things well - stretch and breathe, these innovative fabrics can achieve those things by providing comfort, support and elasticity to the shapewear. Spandex is a strong material that helps to control and compress troublesome spots on the body while allowing normal circulation, as well as its shinny effect makes the shapewear appearance even better. Therefore, Nylon/Spandex blended fabrics are the most popular in this industry.

For the popular technologies used, the circular knit technology and the no VPL seamless technology become more common in the market to satisfy the needs of consumer. No VPL technology is usually done by the ultrasonic cutting machine. The shapers and panties with no VPL can save the women from the embarrassment and discomfort of bulging seams. Circular knit technology is done by circular knitting machine. This technology gives a seam-free finish and provides shaping features to achieve a smooth natural silhouette to stomach, waist, hips and thighs.

4.1.3 Overall market shapewear preferences result To summarize, the market tendency of the latest shapewear can be described as a seamless style with simple design and shiny effect, since the circular knit technology and the no VPL seamless technology become more popular in the market. Black, white and nude colors will also be available for sure, while some brands start using bright colors
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with creative design. The information can indicate a general preferred trend and it helps to choose the samples in the later wear trial test.

4.2 Results of Questionnaire 4.2.1 Survey response rate The questionnaire about the consumer preferences and buying behavior for shapewear products was conducted in December 2011 and January 2012. The target respondents were Hong Kong women aged 18 or above, who are the user of lingerie products. 100 questionnaires were distributed with 76 were returned, in which 70 questionnaires were valid, yielding a response rate of 70%. 6 questionnaires were under the aged sample or uncompleted. Based on the 70 sample size, the demographic background, shapewear preference and the buying behavior of respondents would be discussed and analyzed. Date will be analyzed with Strategical Package for Social Sciences (SPSS).

4.2.2 Demographic profile of Respondents The demographic data such as age, education level, occupation, monthly income level and expense on lingerie would be discussed as follow.

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4.2.2.1 Age Frequency 18-25 26-30 31-35 36-40 40 or above Total 38 12 10 3 7 70 Percent 54.3 17.1 14.3 4.3 10.0 100.0 Cumulative Percent 54.3 71.4 85.7 90.0 100.0

Table 4.5: Age Group of respondents The age range of respondents is shown in Table 4.5. The respondents who are aged of 18-25 occupy the largest percentage (54.3%) among five groups. Followed by is the respondents aged 26-30 and the respondents aged 31-35. Over 85% respondents are aged of 18-35, female within this age range are considered as young ladies and most of them want to live with a good quality life and good lifestyle.

4.2.2. 2 Education level Frequency Primary School or less Secondary School Associate Degree Bachelor's Degree Total 2 17 4 47 70 Percent 2.9 24.3 5.7 67.1 100.0 Cumulative Percent 2.9 27.1 32.9 100.0

Table 4.6: Education level of respondents The education level of respondents is shown in Table 4.6. 24.3% of respondents are at

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secondary school level and 72.8% are completed in degree level including the associate degree and bachelor's degree, 5.7% and 67.1% respectively. The education levels of respondents are distributed normally.

4.2.2.3 Occupation and Personal monthly income level Frequency Student Education Clerk Housewife Sales & Service Others Total 13 4 23 5 16 9 70 Percent 18.6 5.7 32.9 7.1 22.9 12.9 100.0 Cumulative Percent 18.6 24.3 57.1 64.3 87.1 100.0

Table 4.7: Occupation of respondents Frequency HK$5,000 or below HK$5,000-10,000 HK$10,000-20,000 HK$20,000-30,000 Total 14 8 43 5 70 Percent 20.0 11.4 61.4 7.1 100.0 Cumulative Percent 20.0 31.4 92.9 100.0

Table 4.8: Personal monthly income level of respondents The occupation and monthlt income level of respondents is shown in Table 4.7 and Table 4.8 respectively. Most respondents (32.9%) are worked as clerks, who are the white-collar workers working in office. 22.9% of respondents are in sales and service sectors, including salesperson, sales co-coordinator, flight attendant, etc. 18.6% of respondents are
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students, thus it is found that 20% of respondents are having HK$5,000 or below per monthly income, as they may only have part-time jobs or in leisure. Over half of the respondents are working in clerk jobs and service sector, it corresponds to results of total 68.5% respondents earning HK$10,000 or above per month. These people usually have economical support and ability on the consumption of quality lingerie.

4.2.2.4 Buying behavior Frequency HK$500 or below HK$500-1,000 HK$1,000-1,500 HK$1,500-2,000 Total 42 23 3 2 70 Percent 60.0 32.9 4.3 2.9 100.0 Cumulative Percent 60.0 92.9 97.1 100.0

Table 4.9: Monthly expense on Intimate apparel As shown in table 4.9, most respondents spend less than HK$500 on intimate apparel per month, which represent 60% of the respondents. Almost 33% of them usually spend HK$500-1,000, while only few percents of respondents spend more than $1,000 on intimate apparel. It is shown that the respondents do not spend too much on intimate apparel.

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4.2.2.5 Size Frequency XS S M L Total Table 4.10: Sizes of respondents Frequency 32A 32B 32D 34A 34B 34C 34D 36B 36C 38B 38C 38D Total Table 4.11: Bra size of respondents As shown table 4.10, half of the respondents is in medium size, followed by are small size (30%) and large size (18.6%). And the table 4.11 showed that most respondents are having a bra size of 32B and 34B, both in 22.9%. It is found that medium size is the common size and B cup are the common bra size on intimate apparel in Hong Kong.
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Percent 1.4 30.0 50.0 18.6 100.0

Cumulative Percent 1.4 31.4 81.4 100.0

1 21 35 13 70

Percent 10.0 22.9 1.4 2.9 22.9 17.1 2.9 2.9 7.1 4.3 4.3 1.4 100.0

Cumulative Percent 10.0 32.9 34.3 37.1 60.0 77.1 80.0 82.9 90.0 94.3 98.6 100.0

7 16 1 2 16 12 2 2 5 3 3 1 70

These people may look for shapewear products in order to enhance their body figures. For this reason, subjects in medium size were selected in the wear trial.

4.2.3 Shapewear preference of respondents In this part, the preferences of shapewear products as well as the purchasing considerations of respondents would be discussed and analyzed. The preferences would be detail explained in style, category, material and colour, which can be clustered as a respondents preferred shapewear. Also, the importance level of consideration when respondents select the shapewear can respond to the needs of consumers. By understanding it, the designers and manufacturers can improve the existing products in market.

4.2.3.1 Style preference Frequency Seamless Cut and Sewn Total 61 9 70 Percent 87.1 12.9 100.0 Cumulative Percent 87.1 100.0

Table 4.12: Style preference of respondents Based on the style, the existing shapewear products can be mainly divided into two types: (1) traditional cut and sewn style which often features seams sewn and (2) seamless style which is crafted without visible seams. Seamless style is expected to be preferable as it
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lies very flat against the skin, making it a comfortable option. Results proofed that it is true as 87.1% of respondents chose the seamless style, while only 12.9% of them preferred the cut and sewn one.

4.2.3.2 Categories preference Frequency Control Slip Shaping Tank Top Bodysuit Underbust Shaper Waist Nipper Shaping Knicker Thigh Shaper Slimming Legging Total 13 27 17 14 12 29 11 17 140 Percent 9.3 19.3 12.1 10 8.6 20.7 7.9 12.1 100.0 Cumulative Percent 9.3 28.6 40.7 50.7 59.3 80 87.9 100.0

Table 4.13: Categories preference of respondents In this question, there are 8 options which are the main types of shapewear products, respondents are asked to choose the 2 options that they prefer. Their choices are combined and thus the frequency of this question is 140. As shown in Table 4.13, 20.7% of respondent selected shaping knicker as their favorite type and 19.3% preferred shaping tank top, as these types of products were relatively light control and they provide comfort for wear all day long. It also validated the growing trend of control panties. However, thigh shaper and waist nipper were less preferable, only 7.9% and 8.6% of respondents
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preferred these types of shapewear only. For other types such as underbust shaper or bodysuit, data is evenly distributed. Each style have got around 10%-12% respondents support.

4.2.3.3 Material preference Frequency Nylon/Spandex/Lycra Nylon/Lyca Nylon/Spandex Total 45 7 18 70 Percent 64.3 10.0 25.7 100.0 Cumulative Percent 64.3 74.3 100.0

Table 4.14 Material preference of respondents Shapewear which requires to provide compression often made of nylon, spandex, lycra and polyester, this special materials can be made into a wide variety of garments. In this question, respondents are asked to choose their preferred material for shapewear. 64.3% of respondents preferred Nylon/Spandex/Lycra. It is not a surprising result as Nylon/Spandex/Lycra fabric is the one of the most common materials used in the shapewear market nowadays, especially in the seamless shapewear.

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4.2.3.4 Colour preference Frequency Basic(White/Skin) Light Bright Dark Total 17 15 5 33 70 Percent 24.3 21.4 7.1 47.1 100.0 Cumulative Percent 24.3 45.7 52.9 100.0

Table 4.15: Colour preference of respondents According to the Table 4.15, almost half (47.5%) of the respondents picked dark colour including black as favorite colour in shapewear. They were highly acceptable because black is visually slimming and other dark colours can make a room appear to shrink in size. Basic colours (24.3%) and light colour (21.4%) were also preferable, as they were easy to match with the outer garments in any colours. It is shown that black, white and nude were relatively popular; therefore the lingerie products often offer these 3 colours for customer to choose.

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4.2.3.5 Respondents choices in Lingerie brand Frequency Triumph Wacoal Satami Embry Fom Bonluxe Easy Shop Calvin Klein Victoria's Secret M&S H&M Others Total 27 27 12 12 2 7 11 4 12 15 11 140 Percent 19.3 19.3 8.6 8.6 1.4 5 7.8 2.9 8.6 10.7 7.8 100.0 Cumulative Percent 19.3 38.6 47.2 55.8 57.2 62.2 70 72.9 81.5 92.2 100

Table 4.16: Popular lingerie brands among respondents Respondents are asked to choose two lingerie shops that they often purchase the lingerie and shapewear products. Results showed that Triumph and Wacoal were respondents choices that they both had the highest votes of 27%. Triumph and Wacoal are international well-known brands and the global leaders in lingerie. Shapewear has performed well for them. Not long ago, Triumph launched the new shapewear line called Shape Sensation and its products were popular. Surprisingly only 2% respondents picked Bonluxe. Although Bonluxe is famous in functional underwear, respondents thought that it was too expensive to buy.

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4.2.3.6 Factors affecting purchasing behavior (Functionality and aesthetic aspects) Factors Importance Least important 1 Design 0 0% Comfort 1 1.4% Pressure 2 2.9% Material softness 1 1.4% Material breathability 4 5.7% Thermal functionality 17 24.3% 2 2 2.9% 2 2.9% 7 10.0% 3 4.3% 5 7.1% 18 25.7% 3 14 20% 2 2.9% 13 18.6% 9 12.9% 12 17.1% 12 17.1% Most important 4 32 45.7% 12 17.1% 32 45.7% 37 52.9% 21 30.0% 16 22.9% 5 22 31.4% 53 75.7% 16 22.9% 20 28.6% 28 40.0% 7 10.0% 70 100% 70 100% 70 100% 70 100% 70 100% 70 100% 2.69 3.91 4.02 3.76 4.63 4.05 Total Mean

Table 4.17: Factors affecting purchasing behavior (Functionality & aesthetic aspects) A list of considerations comes out when consumer select shaping products and this will directly affect the purchasing behavior. This question was developed to study the importance of these factors. As shown in Table 4.17, 75.7% of respondents rated 5 in comfort. Respondents thought that comfortableness to wear is primarily important in buying shapewear. Shapewear should provide comfort while firming and flattening bulges. It would be a nightmare if the women need to be working in uncomfortable shaping garments for more than eight hours. Among consumers' needs, material softness and breathability were also important criteria. The material used would affect the comfortableness of shapewear as a soft, breathable fabric could wrap the body like the
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second skin and give the wearer a comfortable feeling. Moreover, design also counted heavily in buying behavior, while 45.7% of respondents rated 4 and 31.4% of them rated 5 in design aspect. An attractive design could definitely draw consumer s attention.

4.2.3.7 Others purchasing consideration Factors Importance Least important 1 Durability Easy to wear 3 4.3% 7 10.0% Price 2 2.9% Brand image 23 32.9% Advertisement 37 52.9% Customer service 15 21.4% 2 12 17.1% 8 11.4% 2 2.9% 12 17.1% 9 12.9% 13 18.6% 3 12 17.1% 13 18.6% 19 27.1% 17 24.3% 11 15.7% 22 31.4% Most important 4 19 27.1% 23 32.9% 25 35.7% 16 22.9% 12 17.1% 13 18.6% 5 24 34.3% 19 27.1% 22 31.4% 2 2.9% 1 1.4% 7 10.0% 70 100% 70 100% 70 100% 70 100% 70 100% 70 100% 2.77 1.96 2.46 3.9 3.55 3.7 Total Mean

Table 4.18: Factors affecting purchasing behavior (others) Apart from the functionality and aesthetic performance of products, other factors would also be the consideration and affect the purchasing behavior in shapewear. However, to compare in the factors in the Table 4.17, these factors were relatively less important. The above Table 4.18 showed that respondents agreed that durability, easy to wear and prices have played an important role in shapewear selection. About 60% of the respondents
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rated 4 or 5 in these 3 factors. Compared with others, brand image and advertisement had less impact on the buying behavior, 52.9% of respondents rated 1 in advertisement. Overall, comfort is the primarily important in shapewear selection.

4.2.4 Reasons of Choosing existing shapewear products In order to validate the consumer preferences clustered in last part, in this part respondents are asking to choose their favorite shapewear of 3 shaping garments based on the given information. Respondents' considerations as well as the reasons when making decision would be discussed and analyzed as below.

Fig. 4.10 Pictures of selected shapewear samples

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4.2.4.1 Overall evaluation of Shapewear samples Factors Poor 1 Estimation of Body reshaping function Estimation of Pressure comfort Estimation of Material breathability Estimation of Material softness Evaluation of Design 0 0% 10 14.3% 4 5.7% 8 11.4% 8 11.4% Evaluation of Colour 5 7.1% Table 4.19: Evaluation of Sample A Respondents are asked to evaluate the samples performance on functionality and aesthetic. Table 4.19 showed the evaluation results of sample A. Most respondents (35.7%) considered that the body reshaping function was good, perhaps because this traditional shaping garment consists of an adjustable control belt and few bones to shape the body. However, the control belt and bones exerts more pressure on the skin, as a result the wearer would have a tight feeling. Thus 48.6% of respondents estimated the performance of pressure comfort was just in average. Other factors such as material properties, design and colours were also considered as average performance, not bad but not good enough. It showed that respondents remained neutral when they evaluated
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Performance Acceptable Average 2 14 20.0% 14 20.0% 26 37.1% 22 31.4% 20 28.6% 13 18.6% 3 19 27.1% 34 48.6% 29 41.4% 30 42.9% 26 37.1% 38 54.3% Good 4 25 35.7% 10 14.3% 9 12.9% 8 11.4% 11 15.7% 11 15.7% Excellent 5 12 17.1% 2 2.9% 2 2.9% 2 2.9% 5 7.1% 3 4.3%

Total

70 100% 70 100% 70 100% 70 100% 70 100% 70 100%

the first product.

Factors Poor 1 Estimation of Body reshaping function Estimation of Pressure comfort Estimation of Material breathability Estimation of Material softness Evaluation of Design 1 1.4% 0 0% 0 0% 0 0% 2 2.9% Evaluation of Colour 4 5.7% Table 4.20: Evaluation of Sample B

Performance Acceptable Average 2 9 12.9% 5 7.1% 3 4.3% 7 10.0% 7 10.0% 7 10.0% 3 21 30.0% 24 34.3% 29 41.4% 23 32.9% 34 48.6% 28 40.0% Good 4 33 47.1% 32 45.7% 26 37.1% 26 37.1% 26 37.1% 28 40.0% Excellent 5 6 8.6% 9 12.9% 12 17.1% 14 20.0% 1 1.4% 3 4.3%

Total

70 100% 70 100% 70 100% 70 100% 70 100% 70 100%

As shown in Table 4.20, the evaluation results of sample B were similar with those of sample A without big difference. 45.7% of respondents estimated the shaping function and the pressure comfort were good in this seamless control panty. Looking at the overall ranking, half of the factors including the aesthetic were considered as average performance while other factors were considered as good performance. Respondents tended to think that this sample was better after they evaluated two similar products.

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Factors Poor 1 Estimation of Body reshaping function Estimation of Pressure comfort Estimation of Material breathability Estimation of Material softness Evaluation of Design 0 0% 0 0% 0 0% 0 0% 0 0% Evaluation of Colour 0 0% Table 4.21: Evaluation of Sample C 2 3

Performance Acceptable Average 3 35 50.0% 26 37.1% 28 40.0% 26 37.1% 12 17.1% 15 21.4% Good 4 29 41.1% 39 55.7% 36 51.4% 37 52.9% 41 58.6% 37 52.9% Excellent 5 3 4.3% 3 4.3% 3 4.3% 4 5.7% 9 12.9% 11 15.7%

Total

70 100% 70 100% 70 100% 70 100% 70 100% 70 100%

4.3% 2 2.95 3 4.3% 3 4.3% 8 11.4% 7 10.0%

Table 4.21 showed that the evaluation results of sample C. A bit differences with the first and second samples, most factors were considered as good performance with over 50% of respondents support. None of the respondents thought the functionality and aesthetic of sample C were poor performance. It showed that the sample C was good in respondents' minds.

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4.2.4.2 Comparison in Functionality Factors Poor 1 Estimation of Sample A Body reshaping function Sample C Sample B 0 0% 1 1.4% 0 0% Estimation of Sample A Pressure comfort Sample B 10 14.3% 0 0% Sample C 0 0% Table 4.22: Comparison in functionality When consumer makes buying decision, they would not only evaluate the products performance, comparison would also be involved in their buying behavior. They would compare the similar products then pick the best one. Table 4.22 showed the comparison in functionality of sample A, B and C. Most respondents thought that the pressure of sample B and C was good, while most of them thought that the pressure comfort of sample A was just in average. It could be explained in the style of products. According to the given info, sample A was a cut and sewn style, while sample B and C have applied the seamless technology. Seamless shapers could lie flat against the skin. Also as they are designed without using any bones, the pressure exerted by the garment was relatively low and
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Performance Acceptable Average 2 14 20.0% 9 12.9% 3 4.3% 14 20.0% 5 7.1% 2 2.95 3 19 27.1% 21 30.0% 35 50.0% 34 48.6% 24 34.3% 26 37.1% Good 4 25 35.7% 33 47.1% 29 41.1% 10 14.3% 32 45.7% 39 55.7% Excellent 5 12 17.1% 6 8.6% 3 4.3% 2 2.9% 9 12.9% 3 4.3%

Total

70 100% 70 100% 70 100% 70 100% 70 100% 70 100%

provide better comfort than the traditional shapewear. That was the reason why the respondents rated good performance in sample B and C.

4.2.4.3 Comparison in Material properties Factors Poor 1 Estimation of Sample A Material breathability Sample B 4 5.7% 0 0% Sample C 0 0% Estimation of Sample A Material softness Sample B 8 11.4% 0 0% Sample C 0 0% Performance Acceptable Average 2 26 37.1% 3 4.3% 3 4.3% 22 31.4% 7 10.0% 3 4.3% 3 29 41.4% 29 41.4% 28 40.0% 30 42.9% 23 32.9% 26 37.1% Good 4 9 12.9% 26 37.1% 36 51.4% 8 11.4% 26 37.1% 37 52.9% Excellent 5 2 2.9% 12 17.1% 3 4.3% 2 2.9% 14 20.0% 4 5.7% 70 100% 70 100% 70 100% 70 100% 70 100% 70 100% Total

Table 4.23: Comparison in material properties Table 4.23 showed the comparison in material performance of sample A, B and C. It showed that sample B and C have got a better rating than sample A. Sample A was constructed by shell and lining. Because of the double layer fabrics, the material breathability and softness would be reduced. That was the reason why the rating of sample A was relatively lower than other samples. The percentage showed that sample B and C have got similar results in breathability and softness, as the fabrics used in these 2
87

samples were made of same material.

4.2.4.4 Comparison in Design and Colours Factors Poor 1 Evaluation of Sample A Design Sample B 8 11.4% 2 2.9% Sample C 0 0% Evaluation of Sample A Colour Sample B 5 7.1% 4 5.7% Sample C 0 0% Performance Acceptable Average 2 20 28.6% 7 10.0% 8 11.4% 13 18.6% 7 10.0% 7 10.0% 3 26 37.1% 34 48.6% 12 17.1% 38 54.3% 28 40.0% 15 21.4% Good 4 11 15.7% 26 37.1% 41 58.6% 11 15.7% 28 40.0% 37 52.9% Excellent 5 5 7.1% 1 1.4% 9 12.9% 3 4.3% 3 4.3% 11 15.7% 70 100% 70 100% 70 100% 70 100% 70 100% 70 100% Total

Table 4.24: Comparison in design and colours Table 4.24 showed the comparison in design and colour of sample A, B and C. Sample A got a better rating than sample B and C in both factors. Compared with the other samples, sample C offered a wider colour range for consumer to choose. Additionally the colours used (pink, brown, and black) in sample C have broken the colour rules in shapewear products, no longer the white, skin and black only. Bright colours could draw customers attention. Besides, sample C had a lot of design details such as lace edging and bow detailing in contrast colour, that make the shaper more attractive. It is found that
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consumer tends to want a shapewear which is more trendy and with details.

4.2.4.5 Respondents choice Frequency Sample A Sample B Sample C Total 9 24 37 70 Percent 12.9 34.3 52.9 100.0 Cumulative Percent 12.9 47.1 100.0

Table 4.25: Respondents favorite shapewear Refer to the Table 4.12 in section 4.2.3.1, 87.1% of respondents chose the seamless style, while only 12.9% of them preferred the cut and sewn one. Coincidentally, 2.9% of them also picked sample A as their favorite shaper. Some respondents have answered the open-end questions and gave the reason. They thought that the traditional one can offer a guarantee in shaping function. Some of them said that they feel comfortable when wearing it and they need not to change. Among the respondents, sample C was their most favorite shapwear that 52.9% of them picked it. Reasons included (1) good reshaping function (2) Fashionable (3) Pretty appearance (3) Wider colour range (4) reasonable and lower price (5) Internation brand (6) Easy to wear. Respondents thought that sample C performed well in both functionality and aesthetic aspects. The result showed that when consumer makes buying decision, they would consider both functionality and aesthetic performance. When similar products can achieve the similar function, a better appearance
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can definitely affect the consumers decision.

The result also validated the consumer preferences clustered in section 4.2.3. The style, type, material, colour and the brand of sample C are matched with the results of shapewear preferences.

4.2.5 Results of Clerks and Service employees In section 4.2.2.3, it is found that over 50% of respondents are worked as clerks (23 people) or in sales and service sectors (later called service employees in this section) (16 people). These women usually have economical support and ability on the consumption of quality lingerie. Clerks work in office and sit for long periods of time. Because of lack of time for exercising and strong appetite for goodies, fat is easily stored around the tummy part at last. It is difficult to for clerks to maintain their figure, so they would be the target customers of shapewear products. Besides, the salesperson and flight attendants whose need to maintain the shop or airline images, are highly advised to keep slim, thus they may need shapewear to assist them in looking even better. In this section, the data of clerks and service employees would be discussed and analyzed, except some results such as demographic backgrounds, favorite lingerie brand which were similar with the overall results among 70 respondents.
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4.2.5.1 Style and Categories Frequency Control Slip Shaping Tank Top Bodysuit Underbust Shaper Waist Nipper Shaping Knicker Thigh Shaper Slimming Legging Total 7 16 9 6 4 21 9 6 78 Percent 8.98 20.51 11.54 7.69 5.13 26.92 11.54 7.69 100.0 Cumulative Percent 8.98 29.49 41.03 48.72 53.85 80.77 92.31 100.0

Table 4.26: Style preference of Clerks and Serives employees Among 23 clerks and 16 service employees, 37 of them chose seamless style while only 2 of them liked cut and sewn style. Perhaps seamless style shapewear can completely invisible even under the tightest uniform as well as provide a comfortable feeling. 16 of them selected shaping knicker as their favorite type while also 21 of them preferred shaping tank top. Same with the overall result, they wanted the shapewear which were light control and could provide comfort as they need to put on for whole day if they use it.

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4.2.5.2 Colour Frequency Basic(White/Skin) Light Bright Dark Total 12 8 3 16 39 Percent 30.77 20.51 7.69 41.03 100.0 Cumulative Percent 30.77 51.28 58.97 100.0

Table 4.27: Colour preference of Clerks and Serives employees Same with the overall result, basic colours and dark colours were preferable on lingerie among clerks and sales employees, as they were easy to match with the outer garments. It validated that these colours were the most popular in shapewear products.

4.2.5.3 Price and Design factors in Purchasing behavior Factors Importance Least important 1 Price All respondents 2 2.9% Clerks 1 4.3% 2 2 2.9% 0 0% 3 19 27.1% 3 13.0% Most important 4 25 35.7% 9 39.1% 5 22 31.4% 10 43.5% 70 100% 23 100% 4.2 3.9 Total Mean

Table 4.28: Price Factor in Purchasing Behavior For the factors in the purchasing behavior, the results of clerks had a similar pattern with the overall result, excluding the price factor. 43.5% of clerks rated 5 in price. They considered price as most important. It showed that clerks are relatively price-oriented,

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even though they have stable income.

Factors

Importance Least important 1 2 2 2.9% 0 0% 3 14 20% 1 6.3% Most important 4 32 45.7% 5 31.3% 5 22 31.4% 10 62.5%

Total

Mean

Design All respondents

0 0%

70 100% 16 100%

4.05

Sales, service

0 0%

4.7

Table 4.29: Design Factor in Purchasing Behavior Slightly different with the overall results, Table 4.29 showed that service employees considered design as most important. Over 90% of service employees rated 4 or 5 in design aspects, in which 62.5% of them thought that design was one of the most important factors when making purchasing decision. However, among the 70 respondents, only 31.4% of them considered design at a high importance level. Service employees tend to purchase the shapewear products which they consider as beautiful and trendy.

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4.2.5.4 Clerks and Service employees choice Frequency Sample A Sample B Sample C Total
4 11 24 39

Percent
10.26 28.20 61.54 100.0

Cumulative Percent
10.26 38.46 100.0

Table 4.30: Clerks and Sales favorite shapewear Almost 60% of clerks and sales employees preferred sample C. Price would be one of reasons behind as sample C was the cheapest one among 3 samples, while the Table 4.28 in last section showed that clerks are relatively price-oriented and they selected price as most important in their purchasing consideration. Design would be another reason as sample C had more design details like lace trimming or bow, and colours offered were wider when comparing with other samples. It validated the results among 70 respondents in table 4.25.

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4.2.6 Correlation The correlation is known as the most common and most useful statistics. It is an index used to determine whether a linear between two variables. Thus it is useful to find that whether two of the purchasing considerations are related when consumer makes the buying decision or evaluates the products. In this section, correlation is significant at the 0.05 level.

4.2.6.1 Correlation between purchasing considerations

Comfort factor Pressure factor Material softness factor Comfort factor Pearson Correlation Sig. (2-tailed) N Pressure factor Pearson Correlation Sig. (2-tailed) N Material Softness factor Material Pearson Correlation Sig. (2-tailed) N Pearson Correlation 70 .280* .019 70 .228 .057 70 .488** .000 70 .228 .058 70 70 .227 .059 70 .651** .000 70 .168 .165 70 70 .480** .000 70 .161 .183 70 70 .250* .037 70 70 1 .280* .019 70 1 .228 .057 70 .227 .059 70 1 Material factor .488** .000 70 .651** .000 70 .480** .000 70 1 Thermal factor .228 .058 70 .168 .165 70 .161 .183 70 .250* .037 70 1

breathability functionality

Breathability Sig. (2-tailed) factor N Thermal function factor Pearson Correlation Sig. (2-tailed) N

Table 4.31: Correlation between purchasing considerations

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1. The pearson correlation coefficient between comfort and pressure factor is 0.28. p=0.019 which is less than the 0.5 significant level. Thus there is a linear relationship between these two factors. A one-unit increase in pressure factor is associated with an expected 0.28 increase in comfort factor. This suggested that when consumer thinks about the comfort of shapewear, they will also concern the pressure exerted on body. If they think that the shaper is firm control with high pressure, they will consider as less comfortable.

2. The pearson correlation coefficient between comfort and material breathability is 0.488. p=0.00 which is less than the 0.5 significant level. Thus there is a linear relationship between these two factors. A one-unit increase in material breathability factor is associated with an expected 0.488 increase in comfort factor. This suggested that when consumer thinks about the comfort of shapewear, they will also concern the breathability of material used, as breathable materials ensure a high level of sweat absorption and provide great comfort.

3. The pearson correlation coefficient between material softness and breathability is 0.488. p=0.00 which is less than the 0.5 significant level. Thus there is a linear relationship between these two factors. A one-unit increase in material breathability factor is
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associated with an expected 0.488 increase in material softness. This suggested that when consumer will concern the breathability and softness together when making decision, because breathable fabrics are usually in a lightweight with a soft texture.

4. The pearson correlation coefficient between material breathability and thermal function is 0.25. p=0.037 which is less than the 0.5 significant level. Thus there is a linear relationship between these two factors. A one-unit increase in thermal function is associated with an expected 0.25 increase in material breathability. This suggested that when consumer will mainly concern if the material is breathable when they select a product with thermal function. Thermal fabrics are required to ensure a high degree of warmth, breathability, quick drying and softness to the touch.

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4.2.6.2 Correlation when selecting samples

Estimation Style C Body reshaping function Estimation of Style C Body reshaping function Estimation of Style C pressure comfort Estimation of Style C material breathability Estimation of Style C softness Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Estimation of Style C design Pearson Correlation Sig. (2-tailed) N Estimation of Style C colour Pearson Correlation Sig. (2-tailed) N 70 .692** .000 70 .415** .000 70 .359** .002 70 .445** .000 70 .321** .007 70 70 .611** .000 70 .566** .000 70 .299* .012 70 .333** .005 70 70 .853** .000 70 .390** .001 70 .501** .000 70 70 .375** .001 70 .559** .000 70 70 .620** .000 70 70 1 .692** .000 70 1 Style C pressure comfort Style C material breathabili -ty .415** .000 70 .611** .000 70 1 .359** .002 70 .566** .000 70 .853** .000 70 1 .445** .000 70 .299* .012 70 .390** .001 70 .375** .001 70 1 .321** .007 70 .333** .005 70 .501** .000 70 .559** .000 70 .620** .000 70 1 Style C softness Style C design Style C colour

Table 4.32: Correlation between estimation the performance According to Table 4.25 in section 4.2.4.5, sample C is the favorite shapewear among respondents. Table 4.32 showed that the correlations between all factors are less than the 0.5 significant levels. There are linear relationships between all the factors. When respondents evaluated the performance of sample C, they concern the factors for overall.
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Factors are affected with each others. There are fairly strong relationships between design and colour, between breathability and softness, as well as between the shaping function and comfort as the pearson correlation coefficient are much higher than others. It is reasonable as they are considered as same aspects- aesthetic, material properties and functionality respectively.

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4.3 Basic results of Wear trial A wear trial was conducted in January 2012 in order to testify the previous results of consumer preferences of shapewear products from the questionnaire survey, as well as to evaluate the products performance and collect subjects personal feedbacks. In the following sections, the pressure distribution of different control panty samples and the subjects satisfaction level will be discussed and analyzed.

4.3.1 List of Samples measurement The photographs and the specification of 3 selected samples that fitted on subjects have been showed in tables in section 3.4.2.1. The measurements of samples are shown in Figure 4.11 below.

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Front

Back

Sample A

Sample B

Sample C

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Descriptions A 1/2 Waistband (relaxed) B 1/2 Waistband (extended) C Front waist finished D Back waist finished E F Front width at leg openings Front rise (from top to front crotch)

Measurements (cm) Sample A 31.5 36 29 34.5 34 30 37 24.5 31 17 31 36.5 19 5.8 20 5.8 1.5 1.2 / 24 17.5 4.5 27 26.5 26 6 / / / /
st

Sample B 28.5 35 / / 39.5 28 35 23.5 31 / / 31.5 14 8 16 5.4 1.5 / / / / / /

Sample C 29.5 35 / / 27.5 31.5 33.5 20.5 30 / / 31 11.5 7 15.7 6 3.5 / 1.3 / / / /

G Back rise (from top to back crotch) H 1/2 leg opening (relaxed) I J L 1/2 leg opening (extended) Front leg opening (front crotch to seam) Side seam height

K Back leg opening (front crotch to seam) M Crotch length (straight) N Front crotch width (along curve) O Back crotch width (along curve) P Crotch width at narrowest point Q Waistband / Elastic width R Leg opening elastic width S T Leg opening lace width Side bones height

U Back bones height V Distances between bones at back W Control belt width (1 hook to eye) X Control belt height Y Control belt H&E height Z Crotch H&E height

Fig. 4.11: Measurement of samples

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4.3.2 BMI value and Waist-to-hips ratio Measurement/ Value Subject 1 Height (cm) Weight (kg) BMI value (kg/m2) Waist Hip ratio 162 55 20.96 0.75 Subject 2 153.4 49.2 20.88 0.78 Subject 3 160 53.7 20.98 0.75 Subject 4 168 58 20.55 0.78 Average 160.9 54.0 20.84 0.765

Table 4.33: BMI and WHR of selected subjects Section 3.4.2.2 mentioned that the 4 subjects were selected according to their body shape, BMI value, and the waist-hip ratio as well. As showed in Table 4.33, the BMI values and Waist-hip ratio of subjects were all in normal range. As the selected samples were the M sizes, the sizes of subjects are also considered. The selected subjects were all in medium size. They were aged from 22 to 24.

4.3.3 Satisfaction of Body parts Satisfaction* Body Part Tummy Waist Hips Body curve Subject 1 2 2 3 3 Subject 2 1 2 2 2 Subject 3 2 2 3 2 Subject 4 1 1 1 1 Mean 1.5 1.75 2.25 2

(* 5 represent most satisfied while 1 represent least satisfied) Table 4.34: Satisfaction rating of body parts

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Table 4.34 showed the subjects satisfaction rating with their bodies. The overall rating is low (below average 2.5), that means the subjects are dissatisfied with bottom half of their bodies, including the tummy, waist, hips and body curves. They required a shaper which can help slimming down the bottom parts and enhancing the curves, for example, flattening the tummy, waist-slimming and lifting up the buttock.

4.3.4 Visual evaluation Front View A Side View 3/4 View Back View

Fig .4.12: Wear trial outcomes

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The wear trial photos of one of the subjects are showed above. By visual observation, it is found that the sample A and sample C could offer a firm control and achieve a better shaping effect compared with sample B, especially in tummy-flatting and waist-slimming. They optically reduced measurements. Sample A had a better result in smoothing out the lumps and bumps, creating a very smooth body curve. By analyzing the 3/4 view displayed, the body-shaping result of sample B was not as well as other samples, while the tummy could not really be flattened and seemed that not a big difference to the figure. However, sample B could lie very flat against the skin without any crease, while some creases are found in sample A and sample C.

4.3.5 Body measurement

Subject 1
BEFORE AFTER D.

Subject 2
BEFORE AFTER D.

Subject 3
BEFORE AFTER D.

Subject 4
BEFORE AFTER D.

Waist Abdomen A Top hip hips Waist Abdomen B Top hip hips Waist Abdomen C Top hip hips

72.1 82 88 96 72.1 82 88 96 72.1 82 88 96

69.2 80.2 87 94.5 70.5 79.5 87.5 95.6 69.2 79.2 86 92

-2.9 -1.8 -1 -1.5 -1.6 -2.5 -0.5 -0.4 -2.9 -2.8 -2 -4

69.5 81 83 89.5 69.5 81 83 89.5 69.5 81 83 89.5

68.6 79 82.5 88.3 67.7 80.9 83 88 67.1 76.2 79.5 85.7

-0.9 -2 -0.5 -1.2 -1.8 -0.1 0 -1.5 -2.4 -4.8 -3.5 -3.8

72 87 88.5 95.4 72 87 88.5 95.4 72 87 88.5 95.4

71 83.2 88.4 94.8 70 86 88.4 95.4 69 83.5 86.5 94

-1 -3.8 -0.1 -0.6 -2 -1 -0.1 0 -3 -3.5 -2 -1.4

74 88.3 91.5 95 74 88.3 91.5 95 74 88.3 91.5 95

71.5 84.6 91 93.5 73.3 86.6 90.7 93 72.1 85 88.6 92

-2.5 -3.7 -0.5 -1.5 -0.7 -1.7 -0.8 -2 -1.9 -3.3 -2.9 -3

Table 4.35: Body measurements of subjects before and after wearing the samples
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Table 4.35 showed the subjects body measurements before and after wearing the samples. The deviation part showed that the selected high-waist control panties could generally help in reducing the measurements. Normally, the reduction in abdomen area is the largest while the top hip had a smallest reduction. Although both sample A and sample C could slim the body by visual observation, sample C reduced more in body measurement than sample A, as sample C was a seamless style without any seams any bones. The seams and 6 bones used have made sample A much thicker than other samples, thus the reduced measurement were less. In the above section, it is found that the body-shaping result of sample B was the worst among 3 shapers, and this section has testify the results as the overall reduced measurements were least.

4.3.6 Objective comfort evaluation The wear trial was mainly done by Novel Pliance Pressure Sensor system to measure the pressure values on 12 different areas (On Page 50, figure 3.4) exerted by the samples, as some areas could feel more pressure while some areas might not have a pressure feeling. Also pressure values exerted by the 3 samples might be different. The data will be discussed and analyzes in the following parts, in order to find out (1) the relationships between the shaping performance and pressure values, (2) the relationship between the body shape and pressure values, (3) suitable range of pressure to exert on human body.
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4.3.6.1 Pressure distribution on Different samples The pressure values of samples A, B and C on s subjects are shown in below tables respectively. In this section, the data of the samples would be compared from the same subject.
Pressure Value Pt.1 Maximum
3 1.8 1.2

Pt.2
0.5 0 0.5

Pt.3
2 1.5 0.5

Pt.4
3.6 2.4 1.2

Pt.5
5.8 2.9 2.9

Pt.6
3 2.1 0.9

Pt.7
2.6 0 2.6

Pt.8
6 2.6 3.4

Pt.9
7.5 5.2 2.3

Pt.10
3 1.2 1.8

Pt.11
5.3 2.1 3.2

Pt.12
2.9 1.3 1.6

A Minimun
Range Average S.D.

2.317255 0.00513 1.782478 2.917388 4.18994 2.554097 0.538574 3.834444 6.124317 2.188541 4.234777 2.259427 0.160784 0.041221 0.067551 0.275125 0.437041 0.222228 0.472492 0.489863 0.576039 0.469697 0.858296 0.420795

Pt.1 Maximum Minimun B Range Average S.D.

0.7 0.7 0

Pt.2
1.2 0 1.2

Pt.3
2 0.5 1.5

Pt.4
2 1 1

Pt.5
0 0 0 0 0

Pt.6
1.5 0 1.5

Pt.7
3.9 0 3.9

Pt.8
2.1 0.5 1.6

Pt.9
0.7 0 0.7

Pt.10
0.7 0 0.7

Pt.11
1.8 0.3 1.5

Pt.12
1.2 0 1.2

0.270886 0.300533 1.080813 1.516322 0.108216 0.168664 0.173623 0.172859

0.223518 0.626049 1.597935 0.269687 0.032845 0.657761 0.321119 0.240558 0.248823 0.353043 0.165898 0.111649 0.162349 0.157259

Pt.1 Maximum Minimun C Range Average S.D.

1.2 1.5 0.3

Pt.2
1.3 0 1.3

Pt.3
1.5 0.2 1.3

Pt.4
2.3 1.3 1

Pt.5
0 0 0 0 0

Pt.6
0 0 0 0 0

Pt.7
3 0.2 2.8

Pt.8
3.6 1 2.6

Pt.9
3.1 0.8 2.3

Pt.10
0.7 0 0.7

Pt.11
3 1.7 1.3

Pt.12
3.1 0 3.1

0.985143 0.852498 0.425916 1.928115 0.182146 0.307494 0.261958 0.171938

1.328581 2.373484 1.561559 0.005863 2.088408 1.257295 0.414947 0.239203 0.521089 0.04088 0.513157 0.665107

Table: 4.36: Pressure values on different body location of subject 1

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Fig. 4.13: Pressure values of samples from subject 1 As showed in Figure 4.13, sample A exerted the highest pressure on subject 1, the pressure values on most of the points were more than 2kPa (in average). Followed by was sample C, while half of the points were above 1kPa (in average). Sample B exerted the lowest pressure on body when compared; most of the points were just recorded below 1kPa. In the table of average values, it is found there is a similar pattern in sample A, B and C - Positions 4, 8, 9 and 11 had a higher value than other positions among the 3
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samples. Refer to figure 3.4, these positions are located in the side and the side back of the body, thus these areas are more affected and experienced a higher pressure by the reshaping effect. Position 5 and position 10 had no record in sample B and C, as back spine was in a slight concave curve, it resulted in a small concave in the low back and these centre back areas cannot feel the pressure. Except the sample A, there is a bone located in centre back, the bone would place closely exert pressure on the body.

Pressure Value Pt.1 Maximum

2.6 1.3 1.3

Pt.2
3 2.1 0.9

Pt.3
3 2.3 0.7

Pt.4
9.2 7.5 1.7

Pt.5
0.8 0.2 0.6

Pt.6
2.3 1.7 0.6

Pt.7
3.7 3.1 0.6

Pt.8
6.5 4 2.5

Pt.9
5.7 2.6 3.1

Pt.10
7.2 5.8 1.4

Pt.11
3.9 3 0.9

Pt.12
1.7 0.8 0.9

A Minimun
Range Average S.D.

1.800933 2.640306 2.553031 8.297868 0.461825 1.921386 3.323251 4.96529 4.195536 6.676815 3.117522 1.242039 0.284906 0.169318 0.100627 0.362915 0.168709 0.135118 0.146326 0.711485 0.332094 0.244994 0.155703 0.13774

Pt.1 Maximum Minimun B Range Average S.D.

0.5 1.3 0.8

Pt.2
1.3 0.8 0.5

Pt.3
1.8 0.3 1.5

Pt.4
1.5 0.2 1.3

Pt.5
0 0 0 0 0

Pt.6
1.5 0 1.5

Pt.7
2.9 0.3 2.6

Pt.8
3.4 0.2 3.2

Pt.9
3.1 0.8 2.3

Pt.10
0.2 0 0.2

Pt.11
3.6 0 3.6

Pt.12
3 0.2 2.8

1.163225 1.126849 0.843837 1.08954 0.109478 0.114003 0.25888 0.157525

0.926649 1.210526 2.036709 1.650167 0.000133 0.612658 0.703598 0.405438 0.50209 0.520932 0.725317 0.005161 0.658122 0.792041

Pt.1 Maximum Minimun C Range Average S.D.

0.3 0.3 0

Pt.2
1.3 0.5 0.8

Pt.3
2.9 0.8 2.1

Pt.4
2.1 0 2.1

Pt.5
0.8 0 0.8

Pt.6
2.4 0 2.4

Pt.7
3.4 2.4 1

Pt.8
2.6 0.7 1.9

Pt.9
3.3 2.9 0.4

Pt.10
1.7 1.3 0.4

Pt.11
0.7 0.3 0.4

Pt.12
2 1.7 0.3

0.21621 0.749075 1.512731 1.4453 0.024574 0.673575 2.970244 1.980385 3.035677 1.319393 0.521021 1.83886 0.049684 0.154327 0.348116 0.336864 0.103757 0.373222 0.150213 0.579409 0.055759 0.06115 0.14242 0.080108

Table: 4.37 Pressure values on different body location of subject 2

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Fig. 4.14: Pressure values of samples from subject 2 Similar to subject 1, sample A exerted the highest pressure on subject 2. Most points were recorded in 2kPa (in average) or above, even half of the points were above 3kPa (in average). Followed by was sample C. Sample B still exerted the lowest pressure on the second subject, but it seems perform better when compared than subject 1. The table of average values showed that the pressure values were getting higher from centre front to side back, both on waist girth and abdomen girth. This pattern represented that the
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shaping function worked better on side and side back areas than the front part of subject 2. Moreover, the pressure of position 6 to position 9 is generally higher than the first 4 positions among the all samples, which means the abdomen part was also more affected by the shaping function when compared with the waist part.

Pressure Value Pt.1 Maximum

3.4 1 2.4

Pt.2
2.6 2 0.6

Pt.3
8.8 7.7 1.1

Pt.4
2.4 1 1.4

Pt.5
0 0 0 0 0

Pt.6
2.1 0.8 1.3

Pt.7
6.8 2.3 4.5

Pt.8
15.2 12.7 2.5

Pt.9
5.7 2.1 3.6

Pt.10
1.2 0 1.2

Pt.11
6.9 3.7 3.2

Pt.12
3.6 1.8 1.8

A Minimun
Range Average S.D.

2.776616 2.205197 8.501932 1.671086 0.452566 0.120623 0.275183 0.216392

1.271419 2.788341 14.05843 2.432845 0.233178 5.127715 2.45463 0.288029 0.214476 0.539404 0.380829 0.211978 0.446593 0.432322

Pt.1 Maximum Minimun B Range Average S.D.

0.6 1.3 0.7

Pt.2
1.8 1.2 0.6

Pt.3
3 2.4 0.6

Pt.4
1.8 1.2 0.6

Pt.5
0.5 0 0.5

Pt.6
0.3 0 0.3

Pt.7
2.1 0.7 1.4

Pt.8
2.3 0.7 1.6

Pt.9
2.6 1.2 1.4

Pt.10
2.4 0 2.4

Pt.11
2.1 1.5 0.6

Pt.12
2.6 1.8 0.8

0.957695 1.553764 2.750366 1.40493 0.112725 0.002265 1.465956 1.280213 1.947901 0.024317 1.687275 2.069887 0.13152 0.118257 0.135238 0.150822 0.151358 0.022975 0.307372 0.334475 0.318166 0.127818 0.109164 0.169136

Pt.1 Maximum Minimun C Range Average S.D.

0.8 2.9 2.1

Pt.2
2.9 1.8 1.1

Pt.3
2.3 1.7 0.6

Pt.4
2 0.7 1.3

Pt.5
0 0 0 0 0

Pt.6
1.3 0.7 0.6

Pt.7
2.4 1.5 0.9

Pt.8
3.3 2.4 0.9

Pt.9
3.6 2.1 1.5

Pt.10
2 0 2

Pt.11
2 1.7 0.3

Pt.12
3.7 2.1 1.6

2.492072 2.522652 2.018321 1.477282 0.127173 0.263262 0.083742 0.221549

0.900733 1.801133 2.704064 2.789074 0.110926 1.790873 2.859294 0.141819 0.088995 0.192507 0.338945 0.215398 0.05318 0.550817

Table: 4.38: Pressure values on different body location of subject 3

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Fig. 4.15: Pressure values of samples from subject 3 Sample A still exerted the highest pressure among the 3 samples, while sample C was in the middle and sample B gave the lowest pressure on the body. The pattern of subject 3 was slight different with the previous subjects, generally the pressure values were increased from centre front positions to side positions, than the pressure was dropped in side back points, not continued to increase. It shows that the side part of body was under higher pressure than other positions. The shaping effect mostly performed in two sides of
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body of subject 3, while the shaping performance was similar in front and side back areas. Because of the spine, there was no record on position 5 and position 10 which located in the centre back; therefore the lines are dropped after position 4 and position 9.

Pressure Value Pt.1 Maximum

1.5 1 0.5

Pt.2
6.9 2.7 4.2

Pt.3
3.7 2.3 1.4

Pt.4
2.6 2.1 0.5

Pt.5
5.8 5 0.8

Pt.6
2.9 2 0.9

Pt.7
1.2 0.3 0.9

Pt.8
4.2 3.4 0.8

Pt.9
5.3 4.5 0.8

Pt.10
6.8 5.7 1.1

Pt.11
3.6 1.8 1.8

Pt.12
2.6 2 0.6

A Minimun
Range Average S.D.

1.270486 4.984477 2.947169 2.371486 5.292871 2.283078 0.646236 3.738574 4.73038 6.376682 2.543904 2.318588 0.088749 0.693132 0.318934 0.073186 0.141783 0.161378 0.179442 0.131299 0.1317 0.144506 0.264961 0.103088

Pt.1 Maximum Minimun B Range Average S.D.

1.3 1.3 0

Pt.2
1.3 0.5 0.8

Pt.3
1.3 0 1.3

Pt.4
2.4 1.7 0.7

Pt.5
0 0 0 0 0

Pt.6
2.3 0.5 1.8

Pt.7
3.1 1 2.1

Pt.8
2.6 1.3 1.3

Pt.9
2.1 1 1.1

Pt.10
2.3 1.3 1

Pt.11
2 1.2 0.8

Pt.12
3.1 1.8 1.3

0.123718 0.889607 0.642971 2.212991 0.227485 0.162381 0.342112 0.16846

1.268288 1.502931 2.164091 1.418854 1.911259 1.601133 2.001466 0.239851 0.441718 0.150492 0.213434 0.204415 0.154584 0.118779

Pt.1 Maximum Minimun C Range Average S.D.

1.7 2.7 1

Pt.2
2.3 1.5 0.8

Pt.3
1 0.5 0.5

Pt.4
1.8 0.7 1.1

Pt.5
0.3 0 0.3

Pt.6
2.3 0.3 2

Pt.7
2.9 2.1 0.8

Pt.8
2.6 1.3 1.3

Pt.9
3.1 1.7 1.4

Pt.10
1.3 0 1.3

Pt.11
2.6 1.8 0.8

Pt.12
3.3 2.3 1

1.657895 1.847102 0.737841 1.262692 0.01026 0.862225 2.49034 2.111459 2.594004 0.384211 2.106462 2.756296 0.280832 0.149438 0.123222 0.21821 0.04546 0.241122 0.167376 0.147425 0.165043 0.345752 0.134683 0.217479

Table 4.39: Pressure values on different body location of subject 4

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Fig. 4.16: Pressure values of samples from subject 4 Although the highest pressure was still exerted by the sample A, the pressure values exerted by sample B and sample C were similar, most of the points resulted in 1kPa to 3kPa (in average) from these two samples. For the first 2 samples, the pressure distributed without a pattern on subject 4. For the sample C, an unobvious pattern still can be seen the line was dropped at side positions and back positions. The pressure exerted on the side area (position 3 and position 8) was lower than the side front and side back areas. It was different with the previous 3 subjects, while they all experienced a higher pressure on side
114

part than the front part.

The result in this section was matched with the visual result. In section 4.3.3, sample A achieved a better performance in shaping the body by observation, and the functionality of sample B was the worst among the samples. According to the result measured by the pressure sensor, it was quite obvious that the pressure exerted by sample A was much higher than other samples, while the pressure given by sample B was the lowest. From these findings, it was obvious to see that the result of the traditional cut and sewn shaper have better effect in the body reshaping, which means the pressure garment can help in slimming effect. The more pressure exerted, the better slimming effect can be achieve. The result also showed that the pressure distribution was totally different in front, side and back parts, the waist girth and abdomen girth as well. Usually, the side and side back areas would experience a higher pressure as shown in the above tables. Perhaps these samples could provide a back control, the shaping effect on those areas was better than that of front parts. Thus the bumps at sides and side back could also to be smoothed well.

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4.3.6.2 Pressure distribution on Different subjects In this section, the data would be compared from the same sample.

Fig. 4.17: Pressure values of sample A

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Fig 4.18: Pressure values of sample B

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Fig. 4.19: Pressure values of sample C Figure 4.17, 4.18 and 4.19 showed the pressure distribution of samples on different subjects. The Table 4.18 and 4.19 were slightly similar, especially from position 6 to position 10 which located in the abdomen girth. Starting at position 6, the graphs were raised and reached the highest, and then the graphs were descended from position 8 or point 9. This pattern also can be found at the first 5 positions located the waist girth on some of the subjects. As sample B and C are seamless style shaper which have applied the circular knit technology, it is found that the pressure exerted by seamless shapewear may
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have a pattern among different subjects pressure exerted to the side or side back are more than the pressure exerted to the front bodies. The difference of the body shapes may just have a slight influence to the pressure given. In Table 4.17 that showing the result of sample A, there was no similar pattern of the graphs. The pressure exerted by this traditional shaper would be affected and changed according to the subject s body shape. For example, higher pressure were focused on the side areas (positions 3, 8 and 11) of subject 3, while higher pressure were focused on the side back areas (positions 4 and 9) of subject 2.

The result in this section showed that both traditional style and seamless style shapewear would exert different amount of pressure values according to the body shape of wearer, in order to reshape and slim the body. However, the seamless shapewear is relatively less affected by the body shape, there is a pattern that pressure exerted to the side or side back are more than the pressure exerted to the front bodies.

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4.3.7 Subjective feedback The subjective feeling upon the shapewear from the subjects themselves is also important. An evaluation form is prepared for the wear trial test in order to collect subjective feedback. Subjects were asked to rate the shapers in terms of the functionality, fitting, aesthetic performance and material properties.

4.3.7.1 Satisfaction on Functionality Criteria I. Pressure comfort Subject 1 2 3 4 II. Flattens the tummy 1 2 3 4 III. Slims the waist 1 2 3 4 IV. Lifts up the buttock 1 2 3 4 V. Overall body reshaping function 1 2 3 4
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Satisfaction Sample A 4 1 2 3 5 5 5 4 5 5 4 4 4 2 4 4 5 5 5 5 Sample B 3 3 4 4 2 1 4 3 1 4 3 3 1 2 2 2 2 2 3 2 Sample C 4 4 5 4 4 4 4 4 3 4 3 4 3 3 2 3 4 4 4 4

VI. Easy to put on and off

1 2 3 4 Total Mean

2 1 1 2 87 3.63

4 5 4 4 68 2.83

4 2 4 3 87 3.63

Table 4.40 Satisfaction rating on samples functionally As shown in Table 4.40, sample A and sample C got the highest average score on the functionality rating. All subjects are satisfied with the overall body reshaping function given by sample A, since all of them gave the highest rating on this criterion. They are also most satisfied with slimming effect of sample A, including flatting the tummy, slimming the waist and lifting up the buttock. The rating of sample C was slightly lower than sample A on these criteria. However, it got a higher rating on the pressure comfort, which means the subjects thought that sample C is the most comfortable among the 3 shaper samples. Sample B got the lowest average score on the functionality, even though all subjects thought that it is easiest to put on and take off.

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Criteria Fitting on the body

Subject 1 2 3 4 Total Mean

Satisfaction Sample A 2 1 (T) 2 2 7 1.75 Sample B 1 (L) 1 (L) 1 (L) 2 5 1.25 Sample C 2 2 2 2 8 2

(1 represent fitting is too tight / too loose, 2 represent the fitting is appropriate) Table 4.41:Satisfaction rating on fitting For the performance on the fit of samples, all of the subjects considered that the fitting of sample C was appropriate. 3 of them agreed that sample B is too loose to wear. This result is consistent with the rating of pressure comfort in Table 4.58. According to the result measured by the pressure sensor, the pressure exerted by sample A was the highest. Normally if the shaper is more tight-fitting, better slimming effect can be achieved, but the comfort of the shaper would be reduced. However, from this finding, higher pressure may not actually lead to a lower comfort rate. 3 subjects thought that the fitting of sample A was appropriate while only one subject said that sample A is too tight to wear.

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4.3.7.2 Satisfaction on Material used Criteria I. Material breathability Subject 1 2 3 4 II. Material softness 1 2 3 4 III. Material hand feel 1 2 3 4 Total Mean Satisfaction Sample A 3 3 3 3 3 3 3 2 3 4 2 3 35 2.92 Sample B 4 4 4 4 3 5 5 4 4 5 5 4 47 3.92 Sample C 4 3 3 4 4 3 4 4 4 3 4 3 43 3.58

Table 4.42: Satisfaction rating on samples material properties From Table 4.42, sample B got the highest average score on the material rating. All subjects agreed that the material used in sample B had better properties in breathability, softness and hand feel when compared with other samples. Actually, the LYCRA Beauty fabric used in sample B is an innovation in shapewear industry. It is a trademark of INVISTA, designed to meet the consumer desire for shaping with more comfort. Its soft and lightweight properties become an advantage, thus sample B got the highest average score. The result is same to what have analyzed in the questionnaire survey referred to the Table 4.23 in section 4.5.3 on page 87.
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4.3.7.3 Satisfaction on Aesthetic Criteria I. Design Subject 1 2 3 4 II. Colour 1 2 3 4 Total Mean Satisfaction Sample A 4 3 2 4 4 5 4 4 30 3.75 Sample B 1 1 3 3 1 1 3 1 16 2 Sample C 4 4 5 4 4 4 4 2 31 3.88

Table 4.43: Satisfaction rating on samples appearance For the aesthetic performance, sample C got the highest average score. It is shown that the shapewear with some accessory and details would be preferred. Subjects were more satisfied with this sample which had a simple design with some lace trimmings and bow, rather than sample A which just had a lace panel. For the color, the result is also same with the result analyzed in the questionnaire. The black colors are the popular color on shapewear. Although bright colours were not preferable by the questionnaire respondents, 3 of the subjects were satisfied with the eye-catching pink colour in sample C. In wear trial, Sample B got the lowest average score on aesthetic performance. The rating showed that the subjects were not satisfied with the appearance of sample B. Nude colour has made the sample look old-fashioned. Also plain design was not preferable by the subjects.
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4.3.7.4 Subjects choice Criteria Funtionality Fitting Material Properities Appearance Total Table 4.44: Total scores of samples Subjects choice
3.5 3 3

Scores Sample A 3.63 1.75 2.92 3.75 12.05 Sample B 2.83 1.25 3.92 2 10 Sample C 3.63 2 3.58 3.88 13.09

No. of people

2.5 2 1.5 1 0.5 0 Sample A Sample B Sample C 1

Fig. 4.20: Subjects favourite shaper Refer to the Table 4.25 in section 4.2.4.5, sample C was their most favorite shapwear that 52.9% of respondents picked it, followed by was sample B (34.3%) and sample A (12.9%). In wear trial, the result is similar to what have analyzed in the questionnaire. 3 of the subjects chose sample C as their favorite shaper. As showed in Table 4.44, for the sample C, subjects satisfactions in all criteria were high, which result in the highest total

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scores. From the personal feedback, it is found that the subjects liked sample C most because the appearance was attractive and different from the traditional shapewear products, and the slimming effect was good without any uncomfortable feeling. Actually sample A and sample C got the highest average score on the functionality rating, which means both of them can perform well in shaping the body. However, when two products can achieve the similar function, subjects would consider the comfort and the appearance. A trendy design with suitable comfort would be more preferable.

In this test, just one of the subjects like sample A most, since she was pleased with the obvious slimming effect. One of the subjects thought that sample A was too tight, while others said that the sample caused a serious bulge upper the waistband areas and left a mark after taking off. Sample A is not easy to put on as well. None of them considered sample B, the main reason was the poor outcome achieved.

4.3.7.5 Preferred pressure range To sum up, the wear trial can testify the previous results of consumer preferences of shapewear products from the questionnaire survey. From the subjective feedback, it is found that the decision-making was mainly based on the comfort and the appearance of the products when the subjects were asked to choose their favorite one. The highlight
126

point is that higher pressure may not equal to a lower comfort. As most subjects agreed that the fitting of sample A is appropriate, even though it exerted higher pressure on the body than other samples. The pressure exerted by both sample A and C are mostly within the range from 0.8kPa to 3.6kPa, it is considered as the preferred pressure range, with reference to the theoretical finding shown in section 2.5.1. Apart from the sample B, while the subjects commented that it is too loose.

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CHAPTER 5 CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Outcomes and Implications By investigating the market tendency, evaluating the existing shapewear products and analyzing the needs and preferences of female consumer, the project aims to explore the consumers preferences on shapewear products in the Hong Kong intimate apparel market, so as to find out the preferred style of shapewear, as well as the pressure value range that the consumer prefer to have when they put on the shaping garment. The major findings of this study are summarized as follows.

5.1.1 The rising trend of seamless shapewear With reference the data collected in the shapewear market field research, the project has found that there is a tendency to focus on the fabrics and technologies used in the shapewear. The development of seamless technology is becoming more popular and mature in the market. Some international brands that can afford the costs of development have already produced seamless shapewear with circular knit technology and no VPL technology, while some local brands also start to develop seamless products to satisfy the needs of consumers in Hong Kong. It is expected to further promote and develop this seamless shapewear business as any change occurring will be based on technical
128

advances and innovations in fabrics mainly.

5.1.2 Shapewear products preference As shown in the data analysis results in chapter 4, the shapewear preferences from questionnaire survey and subjective feedback after wear trial evaluation are consistent in general.

For the preferred style of shapewear, seamless style which is crafted without visible seams is more preferable than the cut and sewn style. Dark colours including black are considered as consumers favorite colour in shapewear, while basic colours, light and bright colours are also generally accepted by the consumers. In the market, most existing seamless shapewear use plain design without any accessory. However, plain design is not preferable. For the material, Nylon/Spandex/Lycra blended fabric which can provide comfort, support, elasticity and glossy effect to the shapewear is preferable. There are different types of shapewear in the market, but control panties and shaping tank top are more preferable as they are relatively light and they provide comfort for wear all day long. It is suggested to improve the design in seamless products as consumers tend to prefer a shapewear in simple design with few highlight details such as bow and lace trimming to increase the aesthetic look.
129

The project has also found that wearing comfort is the primarily important factor affecting the shapewear purchase decision. Consumers, especially clerks and service employees mainly consider purchase if they think the shaping garments can provide comfort, and is effective in firming and flattening bulges. Besides, aesthetic performance, material softness and breathability have also been found counted heavily in the buying behavior. A trendy design and the soft, lightweight fabrics can affect consumers buying decision. The correlation indicated that there are fairly strong relationships between these criteria when consumers make purchase decision.

5.1.3 Proper pressure of shapewear products The results of wear trial also indicated that the pressure comfort is the most important criteria in choosing a shapewear product, as well as the body shaping function. The cut-and-sewn shaper with whalebones can achieve a better shaping effect than seamless shapewear, but the pressure value exerted by the cut-and-sewn shaper is much higher and it may affect the comfort of the garment if wear it for long hours. The result of wear trial found that the pressure range from 0.8kPa to 3.6kPa is considered as the preferred pressure range.

The result also showed that the pressure distribution of shapers would be different in front,
130

side and back parts, as well as the waist girth and abdomen girth. Usually, the side and side back areas would experience a higher pressure that means the shaping effect on those areas would be better than that of front parts. Thus the bumps at sides and side back can be smoothed well when putting on a shapewear.

5.2 Limitations and recommendations for Future Research 5.2.1 Limitations This project had several limitations. In technical problem, the pressure value collected in the wear trial cannot be perfectly accurate since the pressure sensor is sensitive equipment. Although the subjects are asked to stop any motion such as walking and talking during using the pressure sensor, the results would be still affected when subjects breathe, as the abdomen swell up and move in during breathe. Thus the pressure exerted by the shapwear and the evaluation would be affected by this motion.

In sampling problem, the population size of questionnaire survey is small. Also the sample was randomly selected, as a result some respondents have no need for a shapewear product or they have no experience on wearing shapwear, it cannot generate an in-depth analysis on Hong Kong shapewear preferences on fair basis. Besides, only 4 subjects were selected to participate in the wear trial. It is hard in the subjects selection
131

as all subjects are required in the same size. And their BMI value and Waist-hip ratio must stay within the normal range. Moreover, many people are not willing to take part in the wear trial because it is embarrassed to put on the underwear in front of others. Therefore, the feedback and data collected cannot represent the opinions of all women.

5.2.2 Recommendations Below recommendation are suggested to improve the accuracy of the result and have a further study on this topic.

Firstly, to increase the validity and reliability of the conclusion, the population size should be increased and it is suggested that further research can focus on certain target respondents to attend the research, for example the women who had experience on wearing a shapewear before. These respondents usually have a basic knowledge on shapewear and they will easily give the answers when they are asked to estimate the functionality and aesthetic performance of products.

Secondly, in this study, the evaluation of body shaper is only done by using pressure sensor, measuring the body by manual tape measurement, visual observation and collecting subjective feedbacks. To further evaluate the functionality of the shaper, 3D
132

body scanning can be adopted to find out the change of body shape before and after putting on the shaper.

Finally, further study can also examine other types of shapewear products and examine their functions. In this study, it is found that there is a pattern for the pressure exerted by the seamless shaper. The pressure exerted to the side and side back of the body is more than the pressure exerted to the front bodies. A further study on this pattern should be conducted later.

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REFERENCES
[1] NPD Reports on The U.S. Apparel Market for 2010. (2011, February 10). The NPD Group Inc. New York. [2] Ester, M. (2011, June 28). Best Shapewear for Ladies - Four Types That You Should Have. Ezine Articles. [3] LYCRA Beauty Fabrics Shape The Future of Intimate Apparel. (2010, October Date). INVISTA Apparel Newsletter, p.1. [4] Wilson (January 14, 2012). Market Insight about Shapewear In 2012. Retrieved December 13, 2011 from http://news.globalintimatewear.com/Sales/5464/2/ Market_Insight_about_Shapewear_in_2012.html [5] Singer, J. (2011, August 31). Inside Fashion Forecast: Shapewear to Become a Worldwide Wardrobe Staple. Inside Fashion. [6] Phong, M. (2010). Asian Consumption of Intimate Wear Continues to Rise. ATA Journal of Asia of Textile & Apparel, 1-2. [7] Schiffman, L. G. (2008). Consumer Behaviour. United Kingdom: Prentice Hall and Financial Times. [8] Judith C. Forney, Eun Joo Park, Lynn Brandon (2005). Effects of Evaluative Criteria on Fashion Brand Extension. Journal of Fashion Marketing and Management, Vol. 9 Iss: 2, pp.156 165 [9] Bruce, H. (2010). Hidden Consumer Needs and New Product Development. 19th EDAMBA Summer Academy, 3-7. [10] Andersson, E. L., Arvidsson, E. & Lindstrm, C. (2006). Coca-Cola or Pepsi; That is the Question: A study About Different Factors Affecting Consumer Preferences. Student Thesis of Vxj University, 79.

[11] Dalton, M., Cameron, A. J. & Zimmet, P. Z. (2003). Waist circumference, Waist hip Ratio and Body Mass Index and Their Correlation With Cardiovascular Disease Risk Factors in Australian Adults. Journal of Internal Medicine, 254 (6), 555-563. [12] Eknoyan, Garabed (January 2008). Adolphe Quetelet (17961874) The Average Man and Indices of Obesity. Nephrol. Dial. Transplant. 23 (1), 4751. [13] Singer-vine, W. (July 20, 2009). Why Doctors Won't Stop Using An Outdated Measure For Obesity. Retrieved January 3, 2012 from http://www.slate.com/ articles/health_and_science/science/2009/07/beyond_bmi.html [14] James W., Chen C., Inoue S. (2002). Appropriate Asian Body Mass Indices?. Obesity Review, 3 (3), 139. [15] Geneva (2008). Waist Circumference and Waist-Hip Ratio, Report of a WHO Expert Consultation, Switzerlan: World Health Organization. [16] Waist to Hip Ratio Calculation and Explanation (4 Oct 2011). Retrieved March 19, 2012 from http://www.freedieting.com/tools/waist_to_hip_ratio.htm [17] Singh, D. (2002). Female Mate Value at a Glance: Relationship of Waist-To-Hip Ratio to Health, Fecundity and Attractiveness. Neuroendocrinology Letters Special Issue, 23 , 82-88. [18] Ani (Sep 25, 2010). Perfect Waist-to-Hip Ratio is 0.7. Retrieved September 19, 2011 fr o m ht t p: //t imeso find ia. ind iat imes. co m/ life - st yle/ r elat io nship s/ manwoman/Perfect-waist-to-hip-ratio-is-07/articleshow/6438017.cms [19] Cagape, E. W. (July 29, 2011). One in Five Hongkongers Obese. Retrieved November 12, 2011 from http://www.travelwireasia.com/5009/one-in-fivehongkongers-obese/ [20] Wang, Y. P., Zhao, P. & Gao, X. S. (2006). Objective Test and Evaluation on Pressure Comfort for Brassiere. Journal of Textile Research. [21] Kanai H., Tsuji H. & Kamijo M. (2007) Evaluation of Kinetic Performance for
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Men's Suit Jacket in Exercise of Shoulder Joint. Sen'i Gakkaishi, 63(6), 159-164 [22] Chen, Z. G., & (2011). The Measurement and Analysis of Clothing Pressure. Advanced Materials Research, 332-334, 1176. [23] Yu, W. & Ng, S. P. (2006). Innovation and Technology of Women's Intimate Apparel, Hong Kong: Woodhead Publishing Series in Textiles No. 55. [24] Wong, S. W. (2003). Prediction of Clothing Sensory Comfort Using Neural Networks and Fuzzy Logic. The Hong Kong Polytechnic University. [25] Denzin, N. K. & Lincole, Y. S. (2005). The SAGE Handbook of Qualitative Research. USA: SAGE Publications. [26] Given, L. M. & (2008). The SAGE Encyclopedia of Qualitative Research Methods. SAGE Publications, 2 . [27] Wang, L., Chen, D. & Lin, B. (2011). Effects of Side Strap and Elastic Hems of Bra Materials on Clothing Pressure Comfort. Journal of Fiber Bioengineering & Informatics, 4 (2), 187-198. [28] Wang, L. Z. & Chen, D. S. (2011). Effect of Elastic Materials on Pressure Comfort of Tight-Fit Bra. Applied Mechanics and Materials, 79(221), 221-226.

APPENDIX 1
THE HONG KONG POLYTECHNIC UNIVERSITY INSTITUTE OF TEXTILES AND CLOTHING (INTIMATE APPAREL SCHEME) STUDENTS FINAL YEAR PROJECT CONSUMER PREFERENCES ON SHAPERWAER I am an undergraduate student of The Hong Kong Polytechnic University. I am currently conducting a research on consumer preferences for shapewear products. I would appreciate if you can take a few minutes to complete the questionnaire. Data collected will be used for academic purpose only and all interviewee information will be kept in strict confidential. Thank you for your time and consideration! PART ONE: Personal information (All information will be kept in strict confidential) 1. Age: 18-25 2. Education Level: Primary School or less Bachelors Degree Secondary School Masters Degree or higher 26-30 31-35 36 -40 40or above

Associate Degree

3. Occupation: _____________________________ 4. Personal Monthly Income Level (Hong Kong Dollars): Less than 5,000 20,000 to less than 30,000 5,000 to less than 10,000 More than 30,000 10,000 to less than 20,000

5. How much you spend on buying intimate apparel (including shapewear) each month? Less than 500 1,500 to less than 2,000 500 to less than 1000 More than 2,000 1000 to less than 1,500

PART TWO: Shapewear Preferences *** Please tick the box representing the most appropriate response for the following items. 6. Style: (i) Please choose preferred style category for shapewear.

Seamless

Traditional cut & sewn

(ii) Please choose the two styles you like.

Control Slip

Shaping tank top

Bodysuit

Underbust shaper

Waist nipper 7. Material:

Shaping knicker

Thigh shaper

Slimming Legging

Polyamide/Elastane ( Lycra) Others: ________________ 8. Colour: Basic (White/Skin colour)

Nylon/ Lycra

Nylon / Spandex

Light

Bright

Dark

9. Purchase consideration: *** Please circle the number representing the most appropriate response. Least important Design Overall comfort Pressure Material softness Material breathability Material thermal functionality Durability Easy to wear Price Brand image Advertisement Customer service Others: __________________ 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 Most important 5 5 5 5 5 5 5 5 5 5 5 5 5

10. Which two lingerie brands you often use? Triumph Bonluxe Marks & Spencer Wacoal Easy Shop H&M Satami Calvin Klein Embry form Victorias secret

Others: _________________________

11. Do you have any experience in wearing shapewear? Yes 12. What is your size? XS S M L XL No

13. What is your bra Size (e.g. 34B)? _______________________

PART THREE: Shapewear details *** In this part, please estimate the product functionality and aesthetic performance based on the given info for the following three shapewear products, please circle your answers. A. Satami High Waist Control Panty (With adjustable control belt) B. Marks & Spencer Secret support Waist Cincher C. Triumph Shape sensation High Waist Control Panty

- Cut and Sewn - Double-layer tummy control belt - With the use of 5 bones - Lace front design - Claimed function: Shapes tummy& waist Lifts up the buttock - Colour: Skin/ Black - Shell: 85% Nylon 15%Spandex - Lining: 79% Nylon 21%Spandex - Price: HK$398

- Seamless - Panelled design: Different knitting methods result in different elasticity - Claimed function: Shapes waist &bottom Flattens tummy, - Colour: Skin/ Black - Material: 66% polyamide 34% elastane( lycra) - Price: HK$450

- Seamless - Circular knit technology - Silicon stay-put waistband - Bow detailing & lace edging - Claimed function: Shapes tummy & waist Firm bum - Colour: Pink/ Brown/ Black - Material: 74% polyamide 26% elastane - Price: HK$320

14. For the style A: Poor Functionality: Body reshaping function Pressure comfort Material breathability Material softness Aesthetic: Design Colour 15. For the style B: Poor Functionality: Body reshaping function Pressure comfort Material breathability Material softness Aesthetic: Design Colour 16. For the style C: Poor Functionality: Body reshaping function Pressure comfort Material breathability Material softness Aesthetic: Design Colour 1 1 2 2 3 3 4 4 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 Acceptable Average Good Excellent 1 1 2 2 3 3 4 4 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 Acceptable Average Good Excellent 1 1 2 2 3 3 4 4 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 Acceptable Average Good Excellent

17. Which shapewear you like the most? Style A Style B Style C Give your reasons:___________________________________________________________ ___________________________________________________________________________ *End of questionnaire* Thank you very much!
5

 ! : 1. 18-25 2. / / 26-30 31-35 36 -40 40

3. _____________________________ 4. HK$ 5,000 HK$ 20,000 - 30,000 HK$ 5,000 - 10,000 HK$ 30,000 HK$ 10,000 - 20,000

5. HK$ 500 HK$ 1,500 - 2,000 HK$ 500 - 1000 HK$ 2,000 HK$ 1000 - 1,500

* 6. (i)

(ii)

Control Slip

Shaping tank top

Bodysuit

Underbust shaper

Waist nipper 7.

Shaping knicker

Thigh shaper

Slimming Legging

Polyamide/Elastane ( Lycra) Nylon / Spandex 8. /

Nylon / Lycra ________________

9. / __________________ 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5 5

10. Triumph Bonluxe M&S Wacoal Easy Shop H&M Satami Calvin Klein Embry form Victorias secret

_________________________

11. 12.

13. 34B ________________________

 () A. Satami () B. Marks & Spencer Secret support C. Triumph Shape sensation

- - - - - - - / - 85% Nylon 15%Spandex - 79% Nylon 21%Spandex - HK$398

- - - - - / - 66% polyamide 34% elastane (Lycra) - HK$450

- - - - - - - / / - 74% polyamide 26% elastane - HK$320

14. A / 15. B / 16. C / 1 1 2 2 A 3 3 4 4 B 5 5 C 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 1 1 2 2 3 3 4 4 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 1 1 2 2 3 3 4 4 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

17. ?

________________________________________________________________________ ________________________________________________________________________ **
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APPENDIX 2
THE HONG KONG POLYTECHNIC UNIVERSITY INSTITUTE OF TEXTILES AND CLOTHING (INTIMATE APPAREL SCHEME) STUDENTS FINAL YEAR PROJECT CONSUMER PREFERENCES ON SHAPERWAER EVALUATION OF HIGH-WAIST CONTROL PANTIES IN A WEAR TRIAL I am an undergraduate student of The Hong Kong Polytechnic University. I am currently conducting a research on consumer preferences for shapewear products. I would appreciate if you can take a few minutes to complete the questionnaire after the wear trial. Data collected will be used for academic purpose only and all interviewee information will be kept in strict confidential. Wear trial Details: Date: _____________ Time: _____________ Place: _____________ PART ONE: Personal information 1. Age: _________________ 2. Body Measurement: Natural Waist Abdomen 3. Height: ________________cm; Weight: ________________kg 4. What is your size? (Please tick the box representing the most appropriate response) XS S M L XL cm Top hip cm Hip cm cm

5. What is your bra Size (e.g. 34B)?

_____________________

6. Please rate your overall satisfaction with your body: Least satisfied Tummy Hip Body curve Waist 1 1 1 1 2 2 2 2
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Most satisfied 3 3 3 3 4 4 4 4 5 5 5 5

PART TWO: Evaluation of high-waist control panties

*** Please evaluate the product functionality and aesthetic performance. Please circle the number representing the most appropriate response. A. Sample 1: Satami High Waist Control Pant (With adjustable control belt) A.1. Body Measurement when wearing the sample: Underbust Natural Waist Abdomen Top hip Hip A.2. Evaluation:
Poor Acceptable Average Good Excellent

cm cm cm cm cm

Functionality/Effectiveness: I. II. Pressure comfort Flattens the tummy 1 1 1 1 1 1 1 1 1 1 1 Too tight 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 Appropriate 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 Too loose

III. Slims the waist IV. Lift up the buttock V. Body reshaping function Overall VI. Easy to put on and off Material properties: VII. Breathability VIII. Softness IX. Hand feel Aesthetic: X. Fit: A.3. Other comments: Design XI. Colour

_____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

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B. Sample 2: Marks & Spencer Waist Cincher B.1. Body Measurement when wearing the sample: Underbust Natural Waist Abdomen Top hip Hip B.2. Evaluation:
Poor Acceptable Average Good Excellent

cm cm cm cm cm

Functionality/Effectiveness: I. Pressure comfort 1 1 1 1 1 1 1 1 1 1 1 Too tight 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 Appropriate 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 Too loose II. Flattens the tummy III. Slims the waist IV. Lift up the buttock V. Body reshaping function Overall VI. Easy to put on and off Material properties: VII. Breathability VIII. Softness IX. Hand feel Aesthetic: X. Design XI. Colour Fit: B.3. Other comments:

_____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

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C. Sample 3: Triumph Shape Sensation High Waist Control Panty C.1. Body Measurement when wearing the sample: Underbust Natural Waist Abdomen Top hip Hip C.2. Evaluation:
Poor Acceptable Average Good Excellent

cm cm cm cm cm

Functionality/Effectiveness: I. II. Pressure comfort Flattens the tummy 1 1 1 1 1 1 1 1 1 1 1 Too tight 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 Appropriate 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 Too loose

III. Slims the waist IV. Lift up the buttock V. Body reshaping function Overall VI. Easy to put on and off Material properties: VII. Breathability VIII. Softness IX. Hand feel Aesthetic: X. Fit: C.3. Other comments: Design XI. Colour

_____________________________________________________________________ _____________________________________________________________________ ____________________________________________________________

D. After the wear trial, which high-waist panty you like the most? Sample 1 Sample 2 Sample 3 Give your reasons:_________________________________________________________ *End of questionnaire* Thank you very much!
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APPENDIX 3
Sizes range offered by brands
30 32 34 36 38 40 42 44 XS S A B C D DD E F M L XL XXL A B C D DD E F 30 32 34 36 38 40 42 44 XS S M L XL XXL

Bonluxe
30 32 34 36 38 40 42 44 XS S A B C D DD E F M L XL XXL

Satami
30 32 34 36 38 40 42 44 XS S A B C D DD E F M L XL XXL

Embry form
30 32 34 36 38 40 42 44 XS S A B C D DD E F M L XL XXL

Bodibra
30 32 34 36 38 40 42 44 XS S A B C D DD E F M L XL XXL

Easy shop (Depends on brands)

Uniqlo

15

30 32 34 36 38 40 42 44 XS S A B C D DD E F

L XL XXL A B C D DD E F

30 32 34 36 38 40 42 44 XS S

L XL XXL

Wacoal
30 32 34 36 38 40 42 44 A B C D DD E F 8 10 12 14 16 18
1

Triumph

Marks & Spencer

16