The rise of body positivity and inclusivity in fashion marketing

The objective of this thesis was to evaluate, observe, and understand how body positivity and inclusivity are implemented into marketing within the scope of the fashion industry, how brands have adapted to these concepts, how consumers perceive these changes, and what valuable improvements can be made further for companies to assess body positivity and inclusivity in a conscious and mindful matter. The thesis was divided into four parts: theoretical research, quantitative study, a benchmarking company used as an example of successful representation, and conclusions. The theoretical part was based on literature sources, internet findings, and relevant articles. Relevant articles were the primary source of information as body positivity remains a recent phenomenon in a rapidly changing fashion industry. The theoretical knowledge base focused on current events in fashion marketing. To support theoretical claims, a survey-based study was carried out to analyze customer perception and consumer behavior regarding body positivity and inclusivity, and the benchmarking company showcased a successful implementation of those into the business strategy. Theoretical research helped establish the importance of body positivity and inclusivity in the current market and observe what improvements are yet to be done. The findings of the survey presented first-hand opinions and were exceptionally useful in evaluating consumer behavior and making valuable conclusions from them. The benchmarking company helped understand how a brand should approach body positivity and inclusivity through a real-life applicable example. The key findings of the research displayed and confirmed the importance of body positivity in fashion marketing for both companies and consumers. The implementation of inclusivity into a brand’s fashion marketing strategy is not easy and has its pitfalls, but necessary to take into consideration. Based on the study, fashion brands should ensure their values align with their actions, take those concepts into consideration at every stage of their strategy, and develop more profound understanding of body positivity and inclusivity