Consumer perceptions of body image in the fashion industry

Abstract

This dissertation assesses the impact on consumers of the type of body images used within the fashion industry. Four hypotheses were investigated: consumers are more attracted to the ideal body image than the plus-size body image; male plus-size models are considered peculiar by consumers if used in the media; individuals who are not in a relationship are more likely to be affected by the media depictions than individuals in a committed relationship; women are more like to be influenced than men by the body images used within the fashion industry. It is a well-known fact that the media make use of impeccable perfect models to attract consumers’ attention, which is usually accomplished by setting extreme high standards that the models are required to achieve, such as losing a great amount of weight, and by making use of different methods of manipulations, such as make-up and digital amendments. Such manipulations result in unattainable perfection which some consumers aspire to attain (Hesse-Biber, 1996) and which may result in low self-esteem, body dissatisfaction and eating disorders (Tiggemann & McGill, 2004). These effects can differ between genders and between those who have different relationship statuses. Individuals who are not in a committed relationship are more prone to vulnerability and self-consciousness than individuals who are in a committed relationship, since they may face more pressure to enhance their physical appearance (Hayslip Jr., Cooper, Dougherty, & Cook, 1997). Furthermore, studies have shown that women are more gullible and liable to negative consequences such as body dissatisfaction than men (Jankowski, Fawkner, Slater, & Tiggemann, 2014).Three focus groups were carried out; with female participants, aged eighteen to twenty-five and who are single and another with male participants with the same characteristics. The third consisted of both male and female participants who are in a long-term committed relationship. Braun and Clarke’s (2006) Thematic Analysis was used to analyse the data. Even though, both sexes expressed a sense of indifference and acceptance towards the models, the male participants were found to be less affected than female participants. The researcher noticed that most of the participants displayed a sense of acceptance towards the ideal models stating that they are used to it and are aware that such standards are always ideal and attractive, supporting the allegation that ‘thinness sells’(Dittmar & Howard, 2004). No difference in results was found between participants with different relationship status.