| Titre : |
Body positive in the men's fashion industry |
| Type de document : |
Mémoire |
| Auteurs : |
Lou SAINT JALME, Auteur |
| Année de publication : |
2021 |
| Importance : |
30 p. |
| Note générale : |
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| Langues : |
Français (fre) |
| Mots-clés : |
Management
HOMME ; SOCIALISME ; TEXTILE SECTEUR
|
| Résumé : |
Over the past decade, inclusive messages have been integrated into the narrative of the fashion industry, which has paid more attention to the female plus size market. This shift has been driven by the body positive movement on social media, which encourages individuals to embrace their bodies, and which calls out the fashion industry for its lack of representation. However, one facet that the industry now needs to address is the men’s apparel market, a segment of customers getting too big to be ignored. Male consumers are changing and are challenging the conventional masculinity embodied through the thin and muscular ideals in fashion. However, men insecurities are yet to be understood by brands and there is a need for a more comprehensive approach of body positive messages in the menswear industry.
This dissertation aims to highlight to what extend body positive in the fashion industry might impact consumers’ perception of menswear brands, by exploring their understanding of body positive linked with fashion and their attitude towards models of different morphologies, through a series of semi-directed interviews. The results reveal a clear gap in participants understanding of body positive, leading men to not feel concerned about it. However, despite this poor understanding, men express a certain disagreement with beauty standards conveyed by fashion and are looking for a more realistic representation of men. This dissertation shows that, despite not being a major factor of influence, body positive is accepted by respondents who view menswear brands using body positive messages as more accessible while brands refusing diversity are overall rejected, nourishing the existing literature encouraging fashion brands to adopt more inclusive marketing campaigns. |
| Programme : |
MSc Marketing French Excellence |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538644 |
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Body positive in the men's fashion industry / 2021 
