Merchandising/Marketing/Retailing: Branding

The Influence of Diversity in Fashion Ads on Underrepresented Consumers: Exploring Body and Ethnic Representation in the Fashion Industry

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Abstract

The influence of diversity in fashion ads on underrepresented consumers focuses on ethnic and body representation, particularly among college-aged Black and Latina women. A 2022 report indicated that 41% of Gen Z seeks brands representing diverse identities. The study used a mixed-methods approach, recruiting participants through Instagram who identified as Black and Latina women over 18 and had purchased from fashion brands in the past year. Participants evaluated three advertisements with varying levels of diversity. The Zara ad, featuring low diversity, received negative responses, highlighting feelings of exclusivity. In contrast, the Thinx ad, showcasing high diversity, garnered positive feedback for its inclusivity and body positivity. The Versace ad, which displayed some ethnic diversity but lacked body diversity, elicited mixed sentiments. Overall, the findings underscore the critical impact of diverse representation in fashion advertising on brand affinity and consumer attitudes among underrepresented groups.

Keywords: diversity, fashion advertisement, inclusivity, brand

How to Cite:

Mends, T. & Hahn, K. H., (2025) “The Influence of Diversity in Fashion Ads on Underrepresented Consumers: Exploring Body and Ethnic Representation in the Fashion Industry”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18514