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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
(Engelska)Manuskript (preprint) (Övrigt vetenskapligt)
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. 

Nyckelord [en]
Brands, assortments, fashion
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hh:diva-31485OAI: oai:DiVA.org:hh-31485DiVA, id: diva2:944828
Tillgänglig från: 2016-06-30 Skapad: 2016-06-30 Senast uppdaterad: 2016-06-30Bibliografiskt granskad

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