Digitala Vetenskapliga Arkivet

Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Impact of User Weight on Brands and Business Practices in Mass Market Fashion
Department of Business Administration School of Business, Economics and Law University of Gothenburg, Gothenburg, Sweden.ORCID iD: 0000-0002-0419-8654
2010 (English)Licentiate thesis, comprehensive summary (Other academic)
Abstract [en]

Overweight people claim to be mistreated by the fashion industry. If they were, it would be in line with branding theory supporting the idea of rejecting fat consumers to improve user imagery for fashion brands. However, fashion companies do not confess to such practices.

To shed some light on the subject, I have conducted two studies.

The first attempts to illustrate what effect, if any, user imagery has on fashion brands. It is an experiment designed to show how the weight of users affects consumers’ perceptions of mass market fashion brands. The findings show that consumers’ impressions of mass market fashion brands are significantly affected by the weight of its users. The effect of male user imagery is ambiguous. For women’s fashion on the other hand, slender users are to be preferred.

In the second study I examine what effects these effects have on assortments. I compare the sizes of mass market clothes to the body sizes of the population. No evidence of discrimination of overweight or obese consumers was found -quite the contrary.

The reasons for these unexpected findings may be explained by the requirements a brand must fulfil to make management of the customer base for user imagery purposes viable. The brand must be sensitive to user imagery; a requirement that mass market fashion fulfils. However, it must also be feasible for a company to exclude customers, and while garment sizes can be restricted to achieve this, the high volume sales strategy of mass market fashion apparently cannot.

Place, publisher, year, edition, pages
Göteborg: Göteborgs universitet , 2010. , p. 84
Keywords [en]
brands, brand personality, user imagery, assortments, fashion, fashion retailing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-54547Libris ID: 12076560OAI: oai:DiVA.org:hj-54547DiVA, id: diva2:1591376
Supervisors
Available from: 2021-09-07 Created: 2021-09-06 Last updated: 2021-09-07Bibliographically approved

Open Access in DiVA

fulltext(1739 kB)215 downloads
File information
File name FULLTEXT01.pdfFile size 1739 kBChecksum SHA-512
4ed93722f656f503163c4755c7ce2079452f95dd725b6dd5706cddf2b3b212e9ed781b3420b4fb315f6cd1d3d6237d3fb706730f92bdbce7163d19ed72be02a8
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Aagerup, Ulf
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 217 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 307 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf