İnternet Alışverişinde Tüketiciye Sunulan Giysi Boyutlandırma Verilerinin İncelenmesi

Öz

Araştırmanın amacı Türkiye’de internet üzerinden satış yapan hazır giyim markalarının, giyim alışverişlerinde tüketiciye sundukları giysi boyutlandırma bilgilerini incelemektir. Çalışmanın materyalini markaların on-line satış sayfalarında bulunan giysi boyut çizelgeleri ve görselleri oluşturmaktadır. Araştırma örneklemine alınan markaların seçiminde üretim faaliyetlerinin, tüketici kitlesinin genişliği ve kapsamı başlıca ölçüttür. Belirlenen ölçütleri en fazla karşılayan beş hazır giyim markasının internet alışveriş sitelerindeki giysi boyutlandırma bilgileri taranmıştır. Markalar isim yerine kodlanarak tanımlanmıştır. Verilerin taranmasında araştırmacılar tarafından geliştirilen gözlem formları kullanılmıştır. Veriler, yazılı ve görsel niteliklerine göre incelenmiştir. Veriler, tüketicilerin giysi satın alma davranışlarında bu verilerin kapsamının yeterliliği ve anlaşılırlığı üzerinden tartışılmıştır. Araştırma sonucunda markaların genel olarak giysi boyutlandırmayla ilgili temel bilgileri sundukları ancak ürün çeşitlilikleri söz konusu olduğunda içeriğin yetersiz kaldığı ölçüm yerlerini gösteren şekillerde eksikliklerin bulunduğu tespit edilmiştir. Markaların giysi boyutlandırma çizelgeleri karşılaştırıldığında hem beden numarası dağılımlarındaki aralıklarda hem de üst ve alt beden ölçülendirmelerinde farklılıklar bulunmuştur. Sonuçlar, internetten alışverişte markaları tercih eden tüketicilerin beklenti ve ihtiyaçlarını karşılayıp karşılayamayacağı bakımından yorumlanmaya çalışılmıştır.

Anahtar Kelimeler

• İnternet alışverişi
• giyim alışverişi
• hazır giyim
• tüketici
• boyutlandırma
• giysi ölçü tabloları.

Investigation of Clothing Sizing Information in Online Shopping Offered to Consumers

Öz

The purpose of this study is to examine clothing sizing information that the apparel brands in Turkey offer to the consumers in the purchase of their clothes on the internet. The material of the study consists of clothing size charts and visuals on the on-line sales pages of the brands. The extent and extent of production activities, consumer mass is the main criterion in the ion of the brands taken into the research sample. The clothing sizing information on the internet shopping sites of the five apparel brands that fullfilled the most determined criteria were scanned.Brands are defined by coding instead of their names. Observation forms developed by the researchers were used in the screening of the data. Data were analyzed according to their written and visual qualities. The data were discussed in terms of the adequacy and comprehensiveness of the coverage of these data in consumer buying behavior. As a result of the research brands generally provide basic information about garment sizing, but the content is insufficient when it comes to product diversity deficiencies were found in the figures showing the measurement places. Comparing the clothing sizing charts of brands, differences were found in both the range of body number distributions, and the upper and lower body dimensions. The results have been tried to be interpreted in terms of whether they can supply the expectations and needs of the consumers who prefer the brands on the internet.

Anahtar Kelimeler

• Internet shopping
• clothing shopping
• ready-to-wear
• consumers
• sizing
• apparel measurement tables.

Kaynakça

1. Ağaç, S., Dengin Sevinir, C., & Yılmaz, T. (2018). Online giyim alışverişinde tüketicilerin karşılaştıkları sorunların cinsiyet değişkenine göre incelenmesi. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi, 8, 57-71.
2. Ağaç, S., Çeğindir, N. Y., & Aygün Ocak, A. (2017). On-line satışta tüketiciye sunulan ölçü tablolarındaki farklılıkların incelenmesi: kadın denim pantolonu örneği. Mühendislik Bilimleri ve Tasarım Dergisi, 5 (ÖS: Ergonomi2016), 157-165. DOI: 10.21923/jesd.50217.
3. Ağaç, S., & Özgören Solak, C. (2016). Üniversite öğrencilerinin online giysi alışveriş davranışlarının incelenmesi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 36, 142-151.
4. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplace. Journal of Marketing, 61, 38-53.
5. Aldrich, W. (2008). Metric pattern cutting for women's wear (4rd ed.). United Kingdom: Blackwell Publishing.
6. Anderson, L. J., Brannon, E. L., Ulrich, P. V., Presley, A. B., Woronka, D., Grasso, M., & Gray, S. (2000). Understanding fitting preferences of female consumers: development an expert system to enhance accurate sizing selection (I98-A08). Nottingham: University of Nottingham Trent, National Textile Center. 1-11.
7. Anderson, L. J., Brannon, E. L., Ulrich, P. V., Presley, A. B., Woronka, D., Grasso, M., & Gray, S. (1999). Understanding fitting preferences of female consumers: development an expert system to enhance accurate sizing selection (I98-A08). Nottingham: University of Nottingham Trent, National Textile Center. 1-9.
8. Ashdown, S., and Loker, S. (2007). Mass customized target market sizing: extending the sizing paradigm for improved apparel fit. The 2007 Word Conference on Mass Customization & Personalization (MCP) Massachusetts Institues of Technolohyy (MIT) (pp. 1-17). MA: Cambridge.

9. Ashdown, S., Loker, S., & Carnrite, E. (2006). Digitizing the fit model using 3-d body scanning technology. VIII. International Foundation of Fashion Technology Institutes (IFFTI) International Conference (pp. 1-7). USA: North Carolina State University.
10. Ashdown, S. P. (1998). An investigation of the structure of sizing systems. International Journal of Clothing Sciene and Technology, 10 (5), 324-341. DOI: https://doi.org/10.1108/09556229810239324.
11. Atagenç, A. (2018). Kadın akademisyenlerin giysi alışverişinde e-ticareti tercih etme nedenleri. Yayımlanmamış yükseklisans tezi, Gazi Üniversitesi Eğitim Bilimleri Enstitüsü, Ankara.
12. Benli, F. (2013). Türkiye İtibar Endeksi 2012 Sonuçları; İstanbul Ticaret Üniversitesi İtibar ve Derecelendirme Merkezi, Nisan, 2013, İtibar Atölyesi ve XSIGHTS, 1-34.
13. Birleşmiş Markalar Derneği (BMD). (2017). Faaliyet Raporu 2016 (20 Ekim 2016 - 7 Mart 2017), BMD Genel Sekterliği, İstanbul, 1-53.
14. Boyd, S. (2014, November 25). 12 fashion app and style services that are reinventing the acquisition of fashion goods, Forbes, Retrieved March 12, 2019, from https://www.forbes.com/sites/sboyd/201 4/11/25/12-fashion-app-and-style-services-that-are-reinventing- goods/#5ea12f8d72ecthe-acquisition-of-fashion
15. Brandfinance. (2018). Turkey 100 2018, Türkiye‟nin en değerli markalarının yıllık raporu; Haziran 2018, brand_finance_turkey_100_2018.pdf adresinden edinilmiştir.
16. Brandfinance. (2017). Turkey 100 2018, Türkiye‟nin en değerli markalarının yıllık raporu; Haziran 2017, turkey_100_2017_unlocked.pdf adresinden edinilmiştir.
17. Brandfinance. (2016). Turkey 100 2018, Türkiye‟nin en değerli markalarının yıllık raporu; Haziran 2016, turkey_100_report_2016_for_print.pdf adresinden edinilmiştir.
18. Brandfinance. (2015). Turkey 100 2018, Türkiye‟nin en değerli markalarının yıllık raporu; Haziran 2015, turkey_100_2015_for_print.pdf adresinden edinilmiştir.
19. Bye, E., Labat, K. L., & Delong, M. R. (2006). analysis of body measurement systems for apparel. ClothingandTextiles Research Journal International Textile and Apparel Association, 24 (2), 6679.
20. Carr, D. J., Wilson, C. A., & Laing, R. M. (2012). Anthropometric methods for the successful design of military clothing and equipment. In E. Spark (Eds.), Advances in military textiles and personal equipment (pp. 49-63). Cambridge: Woodhead Publishing Limited.
21. Carrere, C., Istook, C., Little, T., Hong, H., & Plumlee, T. (2000). Automated garment development from body scan data (I00-S15), National Textile Center Annual Report (NCSU): November 2000, 1-9.
22. Christel, D. A., & Dunn, S. C. (2017). average american women’s clothing size: comparing national health and nutritional examination surveys (1988–2010) to astm international misses & women’s plus size clothing. International Journal of Fashion Design, Technology and Education, 10 (2), 129-136. DOI: 10.1080/17543266.2016.1214291.
23. Chun, J. (2007). Communication of sizing and fit. In S. P. (Eds.), sizing in clothing developing effective sizing systems for ready-to-wear clothing (pp. 220-246). Cambridge: Woodhead Publishing.
24. Cordier, F., Seo, H., & Magnenat Thalmann, N. (2003). Made-to-measure technologies for an online clothing store. IEEE Computer Graphics and Applications, January/February, 38-48.
25. Cordier, F., Lee, W., Seo, H., & Magnenat Thalmann, N. (2001). Virtual try on on the web. Virtual Reality International Conference (VRIC) (pp. 1-10). Geneva.
26. Çardak, F., Pamuk, T., Değirmenci, E., & Cihangir, E. (Eds.). (2006). Kalıp hazırlama kadın dış giyimi. İstanbul: İtkib Yayınları, Küre Basım.
27. Çeğindir, N. Y. (2017). 100 soruda giysi mimarisi. Ankara: Gazi Kitabevi.
28. Devarajan, P., Istook, C. L., & Simmons, K. P. (2002). U.S. sizing standards and the U.S. female consumer. International Foundation of Fashion Technology Institutes (IFFTI) International Conference (pp. 50-63). Hong Kong Polytechnic University: Hong Kong: IFFTI.
29. DiNatali, N., & Ivarsdottir, M. (2015). Perception meet reality: A pilot study of the self-congruence of femaleonline shoppers, with regards to fit, size, and shape. Unpublished master's thesis, University of Boras, Swedish.
30. Faust, M. E., and Carrier, S. (2010a). Women's Wear Sizing: A New Labelling System. Journal of Fashion Marketing and Management: An International Journal, 14 (1), 88-126.
31. Faust, M. E., and Carrier, S. (2010b). Three dimensional (3D) body scanner for apparel shoppers would make commerce easier. Dans Proceedings of 1st International Conference on 3D Body Scanning Technology (pp. 68-72). Lugano: Switzerland.
32. Faust, M. E., and Carrier, S. (2009). A proposal for a new size label to assist consumers in finding well fitting women's clothing. Especially pants: An analysis of size USA female data and women's ready-to-wear pants for North American Companies. Textile Research Journal, 79 (16), 1446- 1458. DOI:10.1177/0040517508099394.
33. Fischer, A. (2009). Basic fashion design construction. Switzerland: AVA Publishing SA.
34. Fortune 2009-2017, (n.d.). Fortune 500, Retrieved July 28, 2018, from http://www.fortuneturkey. com/fortune500
35. Gill, S., & Parker, C. J. (2016). Scan posture definition and hip girth measurement: the impact on clothing design and body scanning. Ergonomics, 60 (8), 1123-1136.
36. Göklüberk Özlü, P., Yayla, M., & Çeğindir, N. Y. (2013). Model ve dikiş özelliklerinin giyim konforuna etkisi. 19. Ulusal Ergonomi Kongresi Bildiriler Kitabı (s. 150-159). Balıkesir: Balıkesir Üniversitesi.
37. Gupta, D. (2014). Anthropometry and the design and production of apparel: an overview. In D. Gupta, & N. Zakaria (Eds.), Antropometry, apparel sizing and design (pp. 34-66). Cambridge: Woodhead Publishing.
38. Gupta, D., & Gangadhar, B. R. (2004). A statistical model for developing body size charts for garments. International Journal of Clothing Science and Technology, 16 (5), 458-469. DOI: 10.1108/0955622041 0555641
39. Ives, B., & Piccoli, G. (2003). Custom made apparel and ındividualized service at Lands' End. Communications of the Association for Information Systems, 11, 79-93.
40. İtibar Atölyesi. (Eylül, 2015). Türkiye İtibar Endeksi 2014 Sonuçları Genel Rapor; 7 Eylül 2015, İtibar Atölyesi, İstanbul, 1-23.
41. Kim, H., & Damhorst, M. L. (2013). Gauging concerns with fit and size of garments among young consumers in online shopping. Journal of Textile and Apparel, Technology and Management, 8 (3), 1-14.
42. Kim, H. (2008). The impact of body image self-discrepancy on body dissatisfaction fashion ınvolvement, concerns with fit and size of garments, and loyalty intentions in online apparel shopping. Unpublished doctoral dissertation, Universty of Iowa State, Iowa.
43. Kim, J. (2004). Effects of perceived merchandise quality and service quality on consumer shopping behavior in the internet apparel retailing environment. Unpublished doctoral dissertation, Universty of Iowa State, Iowa.
44. Kim, Y., Song, H. K., & Ashdown, S. P. (2016). Women’s petite and regular body measurements compared to current retail sizing conventions. International Journal of Clothing Science and Technology, 28 (1), 47-64. DOI: 10.1108/IJCST-07-2014-0081.
45. Kinley, T. R. (2003). Size variation in women’s pants. International Textile&Apparel Association, 21 (1), 19-31.
46. Klerk, H. M., & Lubbe, S. J. (2004). The role of aesthetics in consumers’ evaluation of apparel quality: A conceptual framework. Journal of Family Ecology and Consumer Sciences, 32, 1-7.
47. Lee, Y. (2014). Older women’s experiences with online apparel shopping. Unpublished master’s thesis, University of Iowa State, Iowa.
48. Long, Q. N. (2016). The factors that ınfluence australian consumers’ online shopping adoption: An empirical analysis. Unpublished master’s thesis, University of Lincoln, New Zealand.
49. Mastamet Mason, A., Klerk, H. M., & Ashdown, S. P. (2008). Sizing and fit research at grassroots level a methodology for the identification of unique body shapes in african developing countries. Journal of Family Ecology and Consumer Sciences, 36 (1), 9-21.
50. McCulloch, C. E., Paal, B., & Ashdown, S. P. (1996). An optimization approach to apparel sizing, biometrics unit technical reports (BU-1334-M). Ithaca: University of Cornell University. 1-20.
51. McKinney, E., & Shin, E. (2016). Exploring criteria consumers use in evaluating their online formal wear rental experience: A content analysis of online reviews. Clothing and Textiles Research Journal, 34 (4), 272-286. DOI:10.1177/0887302X16654269.
52. Nkambule, M. T. (2010). Apparel sizing and fit preferences and problems of plus-size. Unpublished master’s thesis, University of Pretoria, South Africa.
53. Öz, C., & Çeğindir, N. Y. (2015). Genç kızların tercih ettikleri denim pantolon markalarında ürün farklılaştırma uygulamaları konusundaki görüşleri: T.C. Şişli Meslek Yüksekokulu öğrencileri üzerinde örnek çalışma. Uluslararası Hakemli Pazarlama ve Pazar Araştırmaları Dergisi, 6, 45-58. DOI:10.17369/ UHPAD.2015614016.
54. Penn, Ç., & XSIGHTS. (2014). Türkiye İtibar Endeksi 2013 Sonuçları Türkiye Genel Raporu; İstanbul Ticaret Üniversitesi, İtibar Atölyesi ve XSIGHTS, Türkiye İtibar Endeksi, 1-37.
55. Perapost. (2018). Perapost Perakende 100, Ocak 2018; İstanbul, 1-66. 28.07.2018 tarihinde, https://en. calameo.com/read/0041441067bebc57199a2 adresinden edinilmiştir.
56. Perapost. (2016a). Perapost Perakende 100, Aralık 2016, Sayı: 5; İstanbul, 1-82. 28.07.2018 tarihinde, https://en.calameo.com/read/004144106fd93a60174b7 adresinden edinilmiştir.
57. Perapost. (2016b). Perapost Perakende 100, Ocak 2016; İstanbul, 1-82. 28.07.2018 tarihinde, https://en.calameo.com/read/004144106b8f1e833ac10 adresinden edinilmiştir.
58. Petrova, A., & Ashdown, S. P. (2008). Three-dimensional body scan data analysis body size and shape dependence of ease values for pants’ fit. Clothing & Textiles Research Journal, 26 (3), 227-252. DOI: 10.1177/08873 02X07309479.
59. Petrova, A. (2007). Creating sizing systems. In S. P. Ashdown (Eds), Sizing in clothing developing effective sizing systems for ready-to-wear clothing (pp. 57-88). Cambridge: WoodHead Publishing.
60. Raeve, A. D., Cools, J., Smedt, M. D., & Bossaer, H. (2012). Mass customization, business model for the future of fashion industry. 3rd Global Fashion International Conference, 15–17 November (pp. 1 17). Madrid.
61. Rahman, O., Jiang, Y., & Liu, W. (2010). Evaluative criteria of denim jeans: A cross-national study of functional 10X12766130824894.
62. Romeo, L. D. (2013). Exploration of plus-size female teens' apparel fit and sizing in the United States. Unpublished doctoral dissertation, University of Iowa State, Ames.
63. Shin, S. J. H., & Istook, C. L. (2007). The importance of understanding the shape of diverse ethnic female consumers for developing jeans sizing systems. International Journal of Consumer Studies, 31, 135- 143. DOI: 10.1111/j.1470-6431.2006.00581.x.
64. Simmons, K. P., & Istook, C. L. (2003). Body measurement techniques, comparing 3d body-scanning and anthropometric methods for apparel applications. Journal of Fashion Marketing and Management, 7 (3), 306-332. DOI: 10.1108/13612020310484852.
65. Simmons, K. P. (2002). Body shape analysis using three-dimensional body scanning technology. Unpublished doctoral dissertation, University of North Carolina State, Raleigh.
66. Simmons, K. P. (2001). Body measurement techniques: A comparison of three-dimensional body scanning and physical anthropometric methods. Unpublished A1 paper, University of North Carolina State, Raleigh.
67. Song, H. K., Ashdown, S. P., & Reeves, A. P. (2013). Patent No. 0315475A1 (pp. 1-50). United States, USA.
68. Song, H. K., & Ashdown, S. P. (2011). Categorization of lower body shapes for adult females based on multiple view analysis. Textile Research Journal, 81 (9), 914-937. DOI:10.1177/0040517510392448.
69. Suller Zor, B., & Vuruşkan, A. (2017). Survey study for detection of problems in plus-size women’s clothing in Turkey. Journal of Textiles and Engineer, 24 (107), 203-212. DOI: 10.7216/13007599201 72410709.
70. Taydaş, S., & Çoruh, E. (2017). An ınvestigation of clothing purchase behaviours of digital consumers. Journal of Textiles and Engineer, 24 (106), 101-110. DOI: 10.7216/1300759920172410607.
71. Türkiye İstatistik Kurumu (TÜİK), (2018, 8 Ağustos). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 12.03.2019 tarihinde,http://tuik.gov.tr/PreHaberBultenleri.do?id=27819 adresinden edinilmiştir.
72. Zakaria, N. (2011). Sizing system for functional clothing-Uniforms for school children. Indian Journal of Fibre & Textile Research, 36, 348-357.