Analysis of the ideal body features for Zimbabwean women for the achievement of the better fitment of fashion products

Abstract

The research paper explores the Zimbabweans’ view of ideal woman’s body features to provide a comprehensive overview of what is considered an acceptable silhouette in Zimbabwe’s cultural groups in order to achieve better fitment of fashion products by clothing manufacturers. The study used a qualitative research approach in which participants for the interview were purposively selected based on assumed knowledge of cultural norms, values, and beliefs. The study participants comprised both men and women of above 56 years from different cultural groups in Zimbabwe, drawn from the ten provinces namely Matebeleland north, Matebeleland south Bulawayo Harare Mashonaland central, Mashonaland west, Mashonaland east, Masvingo, Midlands, and Manicaland. The study sample consisted of ten elderly partcipants, 5 males and 5 females purposively selected from one district per province. These were subjected to in-depth face-to-face interview and observations to get their perspective on the ideal body features of an ideal woman according to their cultural norms, values and beliefs. The study findings revealed that the ideal body features for the Zimbabwean woman are large nicely curved hips, narrow waist and well-shaped burst area, conforming to pear-shaped silhouette, giant and averagely built body. These ideal features are molded onto the girl child through traditional medicinal consumption and physiological intervention at a tender age from birth to six years.