The Effects of Body Positive Campaigns on Fashion Company Performance

This report delves into the impact of the body positive movement on the fashion industry, examining how this trend influences business strategies and overall company performance. It begins by outlining the research questions, aims, and approaches used to investigate the effects of body positive campaigns. The report highlights case studies of fashion brands like Aerie, Neon Moon, and ModCloth, which have successfully integrated body positivity into their marketing and product offerings. It explores how embracing diverse body types and promoting inclusivity can enhance brand image, increase sales, and foster customer loyalty. The analysis covers various aspects, including the shift from traditional marketing approaches to more inclusive and representative campaigns. Furthermore, the study references existing research to support the positive correlation between body-positive representation and consumer satisfaction. The report concludes by emphasizing the importance of adapting to evolving consumer trends and the benefits of incorporating body positivity into fashion business models.

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

Several companies are already in front of the game and use Photoshopping's different templates and failure as a
marketing tool. In addition to replacing their models with portraits, Neon Moon, a feminist lingerie brand based
in London, embraces stretch marks, hair, and freckles. Instead of typical numerical measurements, they stock
lingerie in sizes such as "lovely" and "fabulous." ModCloth, an American e-retailer that used its own people to
model their swimwear designs for the second year in a row, is another company that has violated the standard
with its designers. Retaliation on ads like "Beach Body Ready" in Protein World, ModCloth promotes the
notion that everybody is "a body perfect for swimming." (Edwards, 2016)
Unlike before, there is no perfect body shape. Every size is celebrated in the modeling world and people are
accepting this notion of loving all shapes and sizes. Moreover, Ad makers and brand owners are creating
awareness concerning the same. Not a decade ago, hairy hands, unshaved legs, dark skin, and body eruptions
(acne) were looked down upon. But the world has evolved and so has the fashion industry. Women who were a
plus size or had measurements larger than the normal found it hard to follow fashion as they couldn’t get their
fit. However, the scenario has changed now and almost every brand in the fashion industry manufactures plus
sizes. Also, they have models of all shapes, sizes, and colors. This campaign has allowed the brands to present
themselves as socially aware and responsible. It is not uncommon for customer trends to shift towards socially
responsible brands.
Birdsong is an innovative London-based fashion brand with ethical and feminist values at its core, showing that
these market practices do not limit visibility or scalability. Birdsong's co-founders Sarah Beckett and Sophie
Slater believe fashion is a fundamental feminist issue. The brand empowers women to receive goods from
several women's groups in difficulty. They never pledge to use Photoshop and to advertise their brand using
only street-cast models. At present, they are growing investments to grow the brand and to extend their product
portfolio. In recent years, as a result of tireless efforts by body-positive numbers in the culture of the plus-size,
the apparel industry has made some significant improvements to become more inclusive. Alone in 2017, famous
companies such as Forever 21 and Nike extended their offerings to include large-size businesses, and various

brands created powerful advertisements, such as the winter campaign Missguided, the '#MakeYourMark.’
(Lawrence, 2017)
Source- www.adweek.com
Exposure to pictures of the perfect form of the body (thin models) leads to the greatest dejection-related
emotions and a minimal degree of body satisfaction. On the opposite, exposure to photographs of models close
to the actual form of the body leads to greater satisfaction and less social comparison (Clayton, Ridgway and
Hendrickse, 2017). & Other Stories promote the purchasing by women of clothing that is a representation of
their personalities, whether that means "masculine tailoring" or "feminine chic."
In addition to encouraging consumers to express themselves through "the most energy-efficient and affordable"
services, H&M is working hard to build improved working conditions and become more competitive than they
have been in the past. This retailer H&M flips conventional female style on its head by giving its consumers the
flexibility on developing their style, providing "a wide selection of clothing, bags, cosmetics, makeup and
ready-to-wear (Geller, 2016). These attempts to create awareness for body positivity help the brands to become
popular and at the same time increase their customer base. The number of clients increases after they identify
themselves with a brand.

References
Alnuweiri, T., 2018. How Body Positivity Is Affecting Fashion Sales | Well+Good. [online] Well+Good.
Available at: <https://www.wellandgood.com/good-looks/body-positivity-fashion-sales/> [Accessed 20 April
2020].
Clayton, R., Ridgway, J., and Hendrickse, J., 2017. Is plus size equal? The positive impact of average and plus-
sized media fashion models on women’s cognitive resource allocation, social comparisons, and body
satisfaction. Communication Monographs, 84(3), pp.406-422.
Edwards, G., 2016. #Nosizefitsall: The Rise Of Body-Positive Fashion. [online] Cafébabel. Available at:
<https://cafebabel.com/en/article/nosizefitsall-the-rise-of-body-positive-fashion-5ae00b59f723b35a145e765a/>
[Accessed 20 April 2020].
Geller, L., 2016. 11 Body Positive Clothing Brands That Love You And Your Curves — Just The Way You Are.
[online] A Plus. Available at: <https://articles.aplus.com/a/body-positive-clothing-brands?
no_monetization=true> [Accessed 20 April 2020].
Lawrence, S., 2017. The Year In Plus-Size Fashion: 11 Body-Positive Moments That Made Headlines. [online]
Teen Vogue. Available at: <https://www.teenvogue.com/gallery/plus-size-fashion-body-positive-2017-
highlights> [Accessed 20 April 2020].