Age-specific preferences for sizing information in online athleisure shopping: Meeting the evolving needs of South Korean women in their 20s to 50s

Abstract

This study is an examination of the essential sizing and reference information required by women aged in their 20s to 50s when shopping for athleisure wear online. It is focused on the sizing information that is deemed important by women in this age group, taking into account their age and consumer needs related to size. As our bodies change over time, it becomes increasingly important to have accurate age-specific sizing information when shopping online, especially in the athleisure market, where fit is crucial. In this analysis, it was found that while all age groups prioritize detailed sizing and reference size information, there are differences in their preferences based on age. Younger consumers, particularly those in their 20s and 30s, are most concerned with hip circumference, while women in their 40s and 50s prioritize abdomen measurements, owing to changes in body composition. Additionally, middle-aged groups are more interested in sizing information to reduce the likelihood of returns. These findings highlight the importance of providing accurate age-specific sizing information to build consumer trust, increase brand satisfaction, and reduce return rates. Overall, this study highlights the importance of a personalized approach in online athleisure retail, where accurate sizing information can meet the evolving needs of varying age groups and result in a more satisfying shopping experience.