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  • Aagerup, Ulf, 1969- (författare)
  • Intermediate Luxury Fashion : Brand Building via Fat Discrimination
  • 2016
  • Ingår i: 11th Global Brand Conference. - Saltaire, UK : Greenleaf Publishing. ; , s. 23-28
  • Konferensbidrag (refereegranskat)abstract
    • Purpose: The purpose of this paper is to investigate if intermediate luxury fashion brands discriminate overweight and obese consumers.Design/methodology/approach: 1,454 intermediate luxury garments were tallied and measured in-store in London. The physical sizes of the garments were matched to the body sizes of the population, and a gap analysis was carried out in order to determine whether the supply of clothes match the relative importance of each market segment.Findings: While previous research shows that mass-market fashion companies do not discriminate overweight and obese consumers, intermediate luxury garments come in very small sizes compared to the individuals that make up the population.Research limitations/implications: The findings show that purveyors of intermediate luxury fashion limit assortments of garments so they avoid fat typical user imagery.Practical implications: Companies that market products that are sensitive to the typical user imagery can optimize their brands by limiting undesirable customer types access to their brands, provided that 1) they have the financial strength to reject customers whose image would be detrimental to the brand, 2) the companies are active in an industry in which people would tolerate customer rejection, and 3) they sell a product that actually can be denied undesirable customers.Social implications: The study shows that fat consumers are relegated to mass-market fashion but are excluded from intermediate luxury fashion. This constitutes a social inequality.Originality/value: The result of this study provides quantitative evidence that companies control assortments to exclude undesirable typical user imagery. It also delineates under which conditions they do it. This adds to the theory of user imagery.
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  • Aagerup, Ulf, 1969, et al. (författare)
  • Self-enhancing green consumer behavior
  • 2015
  • Ingår i: The 10th annual Global Brand Conference, Turku, Finland, April 27-29.
  • Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
    • In the last few decades, the topic of environmental sustainability has received much attention within the marketing literature (Powell, 2011, Leonidou et al., 2013). As our world faces many environmental challenges, both large and small, the thought that part of the solution to these problems is in the consumption based arena has become more popular. To steer toward a more environmentally sustainable consumption is thus seen as desirable for many actors in society. However, while the concepts of green, sustainable, or environmental marketing have existed for several decades, the actual results of these initiatives are discouraging from both research and sustainability perspectives (Crane, 2000). There is a vast " attitude - behavior gap" (Moraes et al., 2 012, Carrington et al., 2010, Carrington et al., 2014) which means that although consumers profess to be positively disposed towards organic products, they do not act accordingly. Traditionally, research in this field has focused on how products’ functiona l benefits and consumers’ values and norms affect green consumer behavior (Salazar et al., 2013) . There is however an emerging understanding that consumers may seek more than functional value from their environmentally friendly brands, value like e.g. stat us (Griskevicius et al., 2010) and identity (Sexton and Sexton, 2011). Thus, for green products to be successful it may not be sufficient to only to be good; they must also make their user seem good. While building on the symbolic/expressive meaning of consumption is a commonly accepted idea within brand building (e.g. Park et al., 1986, Aaker, 1997, Fang et al., 2012) , it has received limited attention within the green consumer behavior domain. We propose that from the symbolic consumption perspective, environmentally friendly products that are consumed conspicuously should represent greater value than those that are consumed inconspicuously. Against this background, the purpose of this paper is to investigate if consumers choose environmentally friendly options to a greater extent if the consumption setting is public rather than private consumption situations.
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