Body diversity and fashion

It’s London Fashion Week and a quick look at the images from the catwalk pretty much confirms the norm of tall, thin, young and (predominantly) white models.

Ben Barry at the Judge Business School in Cambridge has been conducting research into the consumer mindset of women when presented with models with a range of ages, body sizes and background. His findings suggest women prefer, and have higher ‘purchase intentions’ when they see, these  ‘authentic depictions of themselves’. Age and size were the most significant factors.

In a podcast Ben talks about his research, the search for authenticity in beauty, and the concept of body diversity.