“How Are Fashion Brands Adapting To The Consumer Demand From Gen Z For More Inclusivity In Women’s Fashion?
Below is a summery of the 6000 word dissertation
This dissertation aims to examine the responsiveness and demand from Gen Z consumers for more plus size fashion. The investigation entailed a comprehensive exploration using both primary and secondary research methodologies. This was exclusively focused on Gen Z consumers for precise data collection based on preferences, opinions and perceptions on the plus size fashion industry. Additionally, a refined analysis on the history of conventional beauty standards was undertaken and reviewed on its evolution over the years. By comparing and analysing both historical and contemporary views on plus size fashion, the research aimed to decipher this development and the nuance insights involved in this change. The desired outcome of this research was to inform industry partakers of the process and development of the plus size movement which has stemmed from the demand by Gen Z consumers.
Literature Review
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Fashion was a representation of a womans role in society. It was a reflection of their political and economic oppression. A change began during the First World War, leading to the ‘Flapper Girl’ style which portrayed breaking traditional rules of behaviour and appearance. Thoughtout the 90’s, the ‘heroin chic’ body type controlled fashion and society. This body type glorified eating disorders and drug use. Around a decade later the BBL body shape became a trend which allowed for a more natural shape, where women could appriciate their curves. Eventually leading to a body positive movement.
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Plus size fashion has always been around, but was extremely overlooked. Instead, advertising in a hyper sexual manner was prominent. The subtext of ‘sex sells’ works in favour of the brands because it creates an emotion of desire, romance and intimacy which automatically attract consumers attention. This philosophy began in 1817 when the company Pearl Tobacco used an image of a woman’s naked torso on the packaging, and it generated a buzz with consumers. However, this theme is not always seen in a positive light. Proven by the advert from Dolce & Gabbana in 2007 where an image suggests a gang rape. This received a lot of backlash by consumers.
Recently, body positivity has gained more social media awareness, because economic and societal pressure, by consumers, has generated more user friendly marketing campaigns, containing a diverse range of models. This allows for women to become more confident in themselves and shop for clothes comfortably, without feeling excluded.
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The ability to shop for clothes more comfortably for plus size consumers owes thanks to influencers and celebrities who have been challenging traditional beauty standards and redefining what it means to be fashionable. With influencers giving their honest reviews and opinions online, brands have had to adapt to the demand for larger size ranges and change the way in which they market their brand. For many companies this has meant including a more diverse range of models in both digital images and runway shows. Good American is one brand that has stood out in fashion for their continued dedication to building an inclusive brand. They pride themselves in their extensive size ranges, stating on their website that they are “proud of the fact that every style we design is available in plus sizes”. However this is not always the case, with some brands or department stores still having a separate ‘plus size section’. This defeats the purpose of the inclusive movement as it continues to single out those who fit a larger size range.
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The main issue of social media derives from the photoshopped images posted. With young girls and women being so focused on photoshopping their images to look ‘perfect’, it has led to “71% of people use[ing] FaceTune before posting a picture of themselves on instagram” (Rio, 2023). Due to this, plus size influencers and celebrities are using their unique voices and personal experiences to connect with their audiences on a deeper level to allow comfort and acceptance of a normal body while also increasing their platforms.
From a survey in 2021 social media users voted for the top aspects that affected their decision purchases. The results conveyed how consumers rely on other people’s opinions when it comes to their own purchasing decisions, revealing how there is a sense of pressure that an individual, group or type of media presents to or exerts on consumers.
Methodology
The research investigation for this dissertation used the methodological approach of surveys and interviews in order to collect primary data. These methodologies were deliberately chosen as they exhibit a complementary relationship, each method providing a strong, distinctive advantage within this research. The chosen research platform for the survey was Google Forms. It covers the topics of plus size fashion and social media. Participants were asked twelve questions. The first four questions asked were necessary in order to group the data based on age or living location and the final eight questions were closed questions relating to their opinions on the plus size industry and their experiences with social media. The responses were purposely anonymous, therefore no pressure was placed on participants, allowing for their honest opinions. Seventy seven responses were collected. For the second primary data method, separate interviews with three participants took place, each holding a different story in terms of the plus size movement. The first participant was selected due to her lack of experience within the industry whilst being a regular shopper. The second participant was a social media influencer who documented her weight loss journey, leading to brand deals and free surgeries during the process. The final participant was a plus size model, chosen in order to hear her perspective as someone in the centre of the movement.
Primary Data
The objective of this primary research was to gather an understanding of participants perspectives and experiences towards the plus size industry. Plus size women have been at the forefront of the body positivity movement, advocating for acceptance of all body types whilst challenging the traditional beauty standards. Their strong desire for this change has pressured brands into expanding their size ranges and including a more diverse range of models. From the data collected it is evident that some brands have not reached this goal yet, with only 58.4% of survey participants stating they ‘often’ see plus size models, and only 9.1% see them ‘very often’. This is supported by Participant 1 claiming “brands are just trying to be inclusive for the sake of it, they don’t really care about the true purpose behind plus size models”. The purpose behind this movement is to stimulate positivity and for some this was the case. Participant 3, a plus size model, claims she loves the way she looks, declaring “it is a reflection of [her] soul” and she aims to make all girls feel comfortable with their curves. However this statement is juxtaposed by Participant 2, who loathed the way she looked physically. She created a ‘real’ weight loss journey platform for her followers, documenting every detail, including going live on social media during her operation. She claimed that the plus size movement “promotes an unhealthy lifestyle” and not something she wished to continue for herself. With the rise in social media body consciousness arose from the unrealistic expectations created by social media and marketing. Women use photoshop apps to adjust how they look before posting on social media leading to a negative perception with the reality of their body, with 79.2% of the survey participants stating that they had come across body shaming on social media. The research findings from this dissertation highlight consistent themes between both primary and secondary research. There is a clear acceptance of plus size fashion, however there is still a significant gap waiting to be filled in order to achieve total inclusivity within the fashion sphere. The research has proven that Gen Z consumers are still referring back to traditional stereotypes of body and social norms. This is unlikely to evolve and adapt for the future of fashion.
Recommendations
Addressing the absence of diversity within fashion brands, an array of models with varied ethnicities, genders and ages should be showcased in marketing materials. Fashion brands should strive to achieve this representation for the future to reflect a genuine pillar of diversity within their core brand values, creating a broader consumer audience, ultimately leading to increased sales and profitability.
Limitations
In the course of undertaking research within the context of England and among Gen Z consumers, it is imperative to acknowledge and address certain inherent limitations. To solely focus on Gen Z individuals, means there is a restriction of finding other demographic cohorts and overlooking the interconnected influence of socio-economic, cultural and environmental factors that interlink from other generations. As well as, the research conducted only exploring the UK market, this overlooks the impact of transnational influences on consumer behaviours. In such an experimental world, where global trends and cultural differences play key roles, this isolated research may not be representative of the views held by the majority of the population.