Abstract: The tendency of clothing fitness is the consumer’s preference for different looseness of clothing,which can directly affect consumer’s purchasing behavior. The study of consumer’s tendency of clothing fitness should not only discuss the relation between clothing and the human body, but also should deeply explore consumer’s personal psychological preference, that is, the social psychological factor. Firstly, this paper summarizes the research methods of clothing fitness tendency evaluation. And then, it discusses the influence of social psychological factors on consumer’s tendency of clothing fitness from two aspects:common factors and individual factors (body satisfaction, drive for muscularity, and social physique anxiety).In the end, the paper puts forward some suggestions for future research direction and research methods.

Key words: clothing fitness preference; body satisfaction; drive for muscularity; physique anxiety