Few consumers think fashion industry is size inclusive - GWI report

By

Nigel TAYLOR

Published
Jul 27, 2022

Despite claims that body positivity in the UK has come a long way in recent years, brands are still falling behind expectations, particularly in the fashion industry.

That’s the finding from audience insights company GWI that found just 25% of UK consumers “feel the fashion industry is truly inclusive”. And those who feel represented in clothing ads still make up just 20%.
 
The latest insights via 2,012 UK consumers revealed over a third of UK consumers say they’re more likely to buy from a brand when they see someone their size in an advert. Meanwhile, 29% of consumers want retailers to use models that look like them. 

On a more positive note, 57% of UK women now feel fashion retailers are better at catering to all sizes than they used to be while 42% agree that brands are taking positive steps toward body inclusivity. However, this drops to 46% and 31% respectively for men – who are given less space in the movement overall.

Interestingly, people who think the industry is size-inclusive are more likely to be interested in fashion and buy clothes monthly. 

Although the report says body positivity is lower than average in the UK, the attitudes of younger consumers hint at how powerful the messaging can be. Gen Zs and Millennials are the least likely to be trying to tone up or lose weight (41% vs 37% of older generations), and the most likely to agree that they’ve become more body positive over time (17% vs 10%). 

This suggests that younger consumers have been influenced by the language of the body positivity (BOPO) movement,  increasingly using words like ‘happy’ and ‘positive’ to describe the relationships they have with their bodies.