How Body Positive Campaign Affect Performance of the Fashion Company

Research area and topic worksheet
1. What is your general topic?
Fashion business and body positive
2. List two or three problems related to your topic that you would like to investigate
The negative and positive effect of body positive on fashion company?
How the body positive trend changes marketing strategies in the fashion companies
3. What is the aim of your research?
To explore how modern trend as body positive influence on sales of fashion
company
3. What approach would you like to adopt in order to look into the problem?
Topic definition statement:
I am investigating how service providers respond to negative reviews on social
media in order to understand what attitudes are typical in dealing with customer
complaints on public websites.
I am investigating how the body positive campaign impact on the fashion brands in order
to understand what the changes can be made in the business strategies of the fashion
companies.
Your research question
How does the body positive campaign affect the overall
performance of the fashion company?
Abstract
The purpose of the study is a examine how the new trends as a “Body positive movement” affects on a company's
business strategies. I am investigating how the body positive campaign impact on the fashion brands in order to
understand what the changes can be made in the business strategies of the fashion companies. In recent years, there has
been an increasing influence of “embracing who you are’’ campaign and most of the fashion brands starts to follow and

support this trend. The one of the american brand called Airie has been promoting a body-positive promotion from 2014
with campaigns which was include posters with the message like “ the all shapes, sizes, skin type are perfect’’ . The
financial analysis shows that the , Aerie’s campaign has been a successful one, just one year after the launch of their new
campaign, Aerie experienced a 20 percent increase in sales. The purpose of this paper is to review recent research into the
negative and positive impact on companies profitability. The paper will based on case studies related to fashion brands
and their marketing strategies results.
Key words: body positive, gender, fashion, modern trend.
Body Positivity Campaign
The fashion trend has blessedly been more multicultural in recent years not only with a wider variety of shapes,
colors of skin, and gender but also with faults like acne, cellulite, and other issues in the past. The fashion
industry is growing slowly. Some clothing brands are increasing their size and some campaigns have sought to
include fewer photoshop pictures from different models that represent the way people look (Alnuweiri, 2018).
The Women's Equity Party (WEP) launched a petition to encourage the use of two separate sample sizes on a
catwalk in advance of London Fashion Week 2017 calling on the British Fashion Council. The initiative #
NoSizeFitsAll aims to sensitize women and girls in the United Kingdom about corporate photos. In addition to
lobbying on one of the examples of a catwalk to be 12 or larger in the UK (Edwards, 2016).
Source- persuasionandinfluence.blogspot.com