By Tracey Lomrantz, Glamour magazine
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 operates in its own bubble, but advertisers and magazine editors need to be mindful of who their target market is and how the models reflect that market, catch up and change." Here at Glamour, it's something we've long been mindful of--and we're always working harder and harder to make sure our pages reflect who you ladies are. And we're hoping the rest of the fashion world soon catches up, not just because non-size-0 women have money to spend, too.
What do you gals make of this recent study? Are you, in fact, more likely to buy something if the model selling it looks like you? Have you ever decided against an item of clothing because you didn't feel like you could wear it the way the model did? Does the total package have any impact on your purchases? Do you think advertisers will get the message and start diversifying the ages, races, and sizes of the models they cast? Discuss!
More from Glamour:
- 10 Things He's Thinking When You're Naked
- 19 Cute Celebrity Haircuts to Consider
- 8 Sex Moves Every Woman Should Try Once
- 12 Secret Signs He's Into You
- 21 Gorgeous Wedding Dresses (From $100 to $1,000!)
Photo Credit: benetton.com