Women More Likely to Buy Clothes When Models Look Like Them

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Categories: Fashion

Have you ever walked past a mannequin in a store and wondered why they are the shape, size, and color they are? I sometimes do, like when they have green “hair” and half-legs. One researcher has found something that shouldn’t be a surprise, though – women want to buy clothes more if they see them first on models that look like they do.

A study of 3,000 women in the UK, U.S., and Canada shows that “the vast majority of women significantly increase purchase intentions when they see a model that reflects their age, size, and race.”

So if women not only want to see mannequins and models who look more like they do, but are actually more willing to buy products based on those mannequins and models, wouldn’t it make sense that advertisers would alter the way they market their clothes in order to sell more?

Well, some fashion magazines, at least in the UK, have noticed. Brigitte and Essentials, two magazines that use non-models, have seen increased saled recently. And Look, which uses larger models sometimes, has fared better than many of its competitors. Ali Hall, editor of Look, says, “A lot of advertisers are using curvy models themselves in their own campaigns.”

Still, in the U.S., most models and fashion spreads still feature young, thin, white models, and despite the inclusion of a few plus-sized models occasionally, magazine editors still claim that skinny (and sometimes Photoshopped even thinner!) bodies are what consumers want to see. Maybe if those editors changed their tune, they’d have better sales records.

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