Make Your Dollar Count: How Consumers Drive the Fashion-Industry
Media is one of the most powerful tools in society, so it is no wonder that societal ideals on matters, such as fashion and beauty, become deeply embedded within a culture. With that being said, the power of media can be trumped when the almighty dollar is brought into the picture – and this is why YOU as a consumer have a lot more power and influence than you may think.
Recently, TIME magazine published an article entitled, “One Problem With Plus-Size Fashion: Customers Aren’t Buying It,” which suggested (as the title indicates) that the demand for better representation of various ideals of beauty are not being backed by the public, perhaps idealistically, but especially not financially. But, what does this mean? Despite the demand to expand societal ideals of beauty within the fashion industry, by introducing fashionable lines for plus-size women, customers are not spending their money on such brands leading companies to reconsider the future of their lines.
But why is this happening?
- According to Sarah Conley, a fashion-marketing consultant, “Limited variety has forced us to take a utility-vs-style approach,” which means there is a lack of high fashion or trendy options available for plus sizes.
- Surprisingly, despite demand for better representation of plus size fashions, a shopper-study found that, “showing the same styles on size 8 and 14 models, each to a different customer segment. The size 8 model translated into more sales nearly every time,” and at the end of the day companies are going to cater to what sells.
- Consumers are not spending their money in a way that supports their desires for more options and more ideals of beauty.
What can YOU do?
- Spend your money contentiously! If you want more chic and trendy plus-size fashion lines, then be sure to buy from the lines existing. The feedback these companies receive help to dictate the future of existing and /or new lines. How you spend your dollar makes a difference!
- Support companies that are advocating for things that matter most to you. Companies, such as Lane Bryant, are paving the way for quality high fashion for all sizes by collaborating with designers such as Isabel Toledo, Sophie Theallet, and Lela Rose.
- Take advantage of social media! If you find a company that you absolutely love, then share your experience or give the brand a shout-out on your favorite social media. This will introduce others to new companies and may start to change the way they view the fashion industry.
Looking for some great plus-size lines that put fashion first?
These 12 Companies are Sure to Impress:
- Ashley Stewart
- Becca Etc
- Monif C
- Abbey Post
- Lane Bryant