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.