Dress fit and body image: A thematic analysis of women's accounts during and after trying on dresses

• Women's accounts of dress fit recorded while trying on dresses and in interviews.
• Women discussed body scans and photographs in chosen dress in interviews.
• Women were critical of variations in size between clothes retailers.
• Well-fitting clothes were used to increase body confidence.
• Clothes were used to cover perceived flaws and attain a slender hourglass look.

This study was designed to investigate women's experiences of dress fit and body image. Spontaneous speech of 20 women aged 18–45 years was audio-recorded while they tried on a number of dresses. They were also body-scanned and photographed in their chosen dress and discussed both the scan and the photograph in semi-structured interviews. Data were analysed using inductive thematic analysis and four key themes were found: the slim hourglass ideal, functional aspects of clothes fit, body confidence and clothes fit, and clothes dimensions and size coding. All themes and component sub-themes were ratified in follow-up sessions six months after the original interviews. It was concluded that these women had a complicated relationship with clothes fit and sizing and used well-fitting clothes to increase body confidence, cover perceived flaws, and to try to attain a slender hourglass look. Ideas for future directions for research in these areas are discussed.