True to Size: Missing the Mark on the Marketing of Women's Jeans
Open Access
Author:
Jack, Olivia
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
Sotires Pagiavlas, Thesis Supervisor Jennifer Chang Coupland, Thesis Honors Advisor
Keywords:
women jeans size inclusivity purchase intention size representation self-image model advertise online shopping social media vanity sizing mental stimulation
Abstract:
Clothing sizes have altered throughout time to reflect the change in women’s body shapes. There has also been an expansion in the sizes of clothing offered in conjunction with the increase in women’s body sizes. This study examines the effect of role of two visual factors: 1) the presence of a model and 2) the size of clothing depicted on consumer purchase intention in the jean pant category.
Although neither the presence of the model nor the size of the clothing depicted impact consumer purchase intention, likelihood to recommend the jeans, likelihood to share the jeans on social media, feelings of being welcomed to model the jeans, or feels of advertised size inclusivity of the brand, one moderating effect emerged. As the size of the jeans depicted in the advertisement increased, respondents were found to be more likely to advertise the size inclusivity of the brand of jeans if there was a model present versus absent.
The information outlined in the following thesis can be useful to current and future companies in developing marketing campaigns related to the inclusion of varying sizes and the presence of models in women’s clothing advertising.
