Analysis of impact of plus size inclusive fashion marketing on customer behaviour

Abstract

Plus size currently makes up about 12% of the Indian fashion retail market, with a AGR of 25% over the next 5 years indicating a huge opportunity in the relatively untapped segment. Companies tend to shy away from inclusive sizing both in terms of consumer demand and marketing. However the trend of inclusive sizing is taking the market by storm in Western countries. Popular brands are marketing on the concept of “Embracing the curves”, introducing plus sizes. In an attempt to understand the consumer perception of inclusive sizing brands, we students of IIM Ahmedabad have conducted both primary and secondary research on this. We’ve focused our analysis on customer perception of brands using plus size as “tokenism”. Through a customer survey, we’ve captured data on customer perception about plus size clothing, using a few open-ended questionnaires. We’ve also attempted to analyse customer behaviour, by creating a mock-up brand, with a website and marketing campaign. We tried to capture customer response to this brand when it is advertised as and not as plus size clothing. The study concluded that marketing has a huge influence on customer perception, as a majority of them believed the brand to be truly inclusive. However, when it comes to purchasing behaviour, customers aren’t likely to purchase brands that are marketed as Plus size clothing, though the brands offer all sizes.