Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
To sell or not to sell: overweight users’ effect on fashion assortments
Department of Business Administration School of Business, Economics and Law University of Gothenburg, Gothenburg, Sweden.ORCID-id: 0000-0002-0419-8654
(engelsk)Manuskript (preprint) (Annet vitenskapelig)
Abstract [en]

Overweight people claim to be mistreated by the fashion industry. Fashion companies disagree. Despite the controversy, actual research has been scarce. This study compares the sizes of clothes the four leading mass marketing fashion retailers in Sweden offer to the body sizes of the population. Although branding theory would support the idea of rejecting fat consumers to improve user imagery for fashion brands, such practices were not evident. The main contribution of this paper is that it provides the first quantified empirical evidence on the theory of typical user imagery.

In the discussion, it is posited that although mass market fashion brands should be susceptible to negative user imagery related to overweight and obese users, the companies avoid such problems by making garments that are not directly attributable to a specific brand, thus mitigating the negative effect of overweight and obese user imagery. 

Emneord [en]
Brands, assortments, fashion
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-31485OAI: oai:DiVA.org:hh-31485DiVA, id: diva2:944828
Tilgjengelig fra: 2016-06-30 Laget: 2016-06-30 Sist oppdatert: 2016-06-30bibliografisk kontrollert

Open Access i DiVA

Fulltekst mangler i DiVA

Søk i DiVA

Av forfatter/redaktør
Aagerup, Ulf

Søk utenfor DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric

urn-nbn
Totalt: 368 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf