HOW PLUS SIZE MODELS INCLUSION IN FASHION ADVERTISEMENTS AFFECTS CUSTOMER’S PURCHASE DECISION

• Main Author: Azzuri Ramli, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77316
• Institution: Institut Teknologi Bandung

Fashion industry has a long history in shaping and enforcing the beauty standard in the society for decades. This beauty standard is problematic because it is impossible and has led to many societal and health issues. In a more recent years, society has become more progressive and started to embrace diversity in body sizes through body positivity movement all over social media. As a result, society challenges fashion brands to be more inclusive towards body differences. Fashion brands that include plus size models are considered to have a positive brand image that is attracted by customers. This brand image is hypothesized to have impacted customer’s purchase decision. This research is conducted to test out the extent of plus size models inclusion in fashion advertisements. The research’s sample is representing Indonesian population with the majority respondents is the young adult (18-29) group. The respondents position themselves in a positive stance towards the issue. Moreover, the respondents show high support for the plus size inclusive fashion brands. Aside from chart analysis, some statistical tests are conducted to test out the hypothesis. Based on the result, it is safe to say that plus size inclusive brand image has a significant impact towards customer’s purchase decision. The relationship is shown by the plus size inclusive brand image that represents more than half of customer’s purchase decision. In conclusion, fashion brands should include plus size models in their fashion advertisements that will ultimately lead to increase in customer’s purchase decision.