Given its importance for consumer satisfaction and thus brand success, apparel fit is a major challenge for retailers and brands across the industry. Consequently there have been major developments in sizing research and how it can be used in apparel design. This book reviews how these developments are affecting clothing design for different groups of consumers.
This book focuses on the concept of "brand hate" and consumer negativity in today's digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty.