Men’s Physical Stature: Tackling Heightism and Challenges in Fashion Consumption

Abstract

In light of the limitations of previous research on fashion consumption by short men, the present study was undertaken to examine the relationship between male body image, height perceptions, clothing choice, garment fit, and heightism. In this study, 3D body scanning technology and in-depth interviews were employed to investigate the relational effects between men’s height, body image, and clothing consumption. In total, twelve men exhibiting a height of 5′ 8″ or less participated. The findings indicate that “heightism” is prevalent in today’s society. As well, the results reveal that overall appearance and physical stature become less important as people grow older. It is evident that short male consumers encounter challenges when they shop for fashionable and well-fitting clothing. They are underserved by the fashion industry and often impacted by judgmental biases. The study supports that garment alteration and buying clothes from the children’s section, or a bespoke tailor are not ideal solutions for short men. Furthermore, many of them just accept the fact that they are short and try to find ways to alleviate their frustration when consuming fashion.

Keywords

• short male consumers
• body image
• fashion consumption
• heightism
• buying behaviour