Bakker-Edoh, DymphnaOigo, BosiboriMburugu, Keren G.2022-11-092022-11-092018Bakker-Edoh, D., Oigo, B., & Mburugu, K. G. (2018). MANAGERIAL PERCEPTIONS ON APPAREL FIT MADE WITH PATTERN DRAFTING AND FREE HAND CUTTING TECHNIQUES. International Journal of Marketing Strategies, 3(1), 12-21.2519-0859http://ir-library.ku.ac.ke/handle/123456789/24381A Research Article in the International Journal of Marketing StrategiesPurpose: To assess the management perceptions on apparel fit made with pattern drafting and free-hand cutting techniques. Methodology: The study employed a cross-sectional descriptive survey was considered adequate for this study as it has the advantage of soliciting respondent’s views on the nature of the situation as it existed at the time of a study (Creswell, 2012; Mugenda, 2008). The design is an efficient way of collecting information of a large group of people within a short time using questionnaires. The survey design was deemed appropriate for this study as it has the advantage of seeking the views of informal dressmakers and tailors on the use of pattern drafting and free-hand cutting in apparel construction. It allowed for the use of both quantitative and qualitative techniques in the study. This paved way for better understanding of a phenomenon under study. The use of these methods offered the opportunity to have in-depth information and also the weakness in one method is compensated for by the strength in another method (Creswell, 2012). Results: The results revealed that dressmakers and tailors’ preference to free-hand cutting was influenced by the method they were trained with. Additionally, standardization of apparel production among the members can best be achieved by intensifying the use of pattern drafting as part of apprenticeship training to ensure accuracy in fit among informal dressmakers and tailors locally. The respondents were asked to state their views on whether educational level hinders the progress of their training. Unique Contribution to theory, practice and policy: Reason why informal dressmakers and tailors were not using pattern drafting in apprenticeship training might be related to the fact that pattern skills seemed too difficult to understand and the period of training might be short to grasp the details of the method. Taking their educational level and period of training into consideration, it would be very difficult for the apprentices to cope with the contents that come with patterns. This implies that, there is the need to inculcate the use of pattern drafting as part of training curriculum of apprentices and also increase the period of training to allow both masters and apprentices gain better grasp of the pattern drafting skills. When trainees are given adequate training skills on the use of pattern drafting, they would improve and this would in effect manifest in the high standard on fit of apparel among the dressmakers and tailors in the informal setting in the near future. The study recommended future studies to focus on the factors influencing training and acquisition of both skills of apparel constructions. This will help the policy makers rectify the structure of education accordingly to improve the way skills are disseminated and executedenManagerial perceptionsApparel fitStyle and modificationPattern draftingFreehand cuttingArticle