By Tracey Lomrantz, Glamour magazine
Read More »from Are You More Likely To Buy Something If The Model Looks Like You?
Here's some news the major fashion brands might want to tune in to before creating next season's ads: A new study says women are more likely to make a purchase when they see a model that reflects their age, size, and race.
Considering the vast majority of models who star in campaigns are white, 17, and size 0--and the women actually buying the clothes, in most cases, are anything but--the new study could serve as a wake-up call to the fashion industry. Ben Barry, a Cambridge PhD student, surveyed 3,000 women in the US, UK, and Canada, according to The Guardian UK, and using mock advertisements, found that "the vast majority of women significantly increase purchase intentions when they see a model that reflects their age, size and race. If you speak to consumers on the street about my research, nobody is surprised - consumers are light years ahead of the fashion industry in that they want to see diversity."
He goes on to say, "The industry