Fat Shaming, But for Brands?
Hey Reader,
This paper explores the effect of using diverse model sizes on women's clothing category pages (webpages where consumers compare different items).
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What is it?
The research investigates whether using "varied model sizing," where clothes are shown on models of different sizes, leads to positive or negative outcomes for brands compared to using only thin models (nonvaried sizing).
Major Findings:
Model-sizing dilemma: The research revealed a dilemma for brands. While varied model sizing led to higher impressions of brand values, it also resulted in lower shopping ease for consumers.
Organization perception drives shopping ease: The decrease in shopping ease was driven by the fact that varied model sizing felt less organized to consumers, making it harder to navigate and find desired items.
Hover and filter features as mitigation strategies: The researchers found that displaying varied model sizing in a more organized manner, using hover features (showing a plus-size model upon hovering over a thin model) or filter options to select preferred sizes, improved shopping ease without negatively impacting impressions of brand values.
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What do I need to know:
Size inclusivity is valued, but can impact usability: While consumers appreciate seeing clothing modeled in a wider range of sizes, it can also make the shopping experience feel less organized and more difficult.
Organization is crucial for online shopping ease: A clear and organized presentation of products is essential for a positive online shopping experience, even when promoting inclusivity.
Brands can leverage technology to enhance ease: Hover and filter features can effectively combine inclusivity with organization, mitigating the negative impact on shopping ease.
Source:
https://myscp.onlinelibrary.wiley.com/doi/full/10.1002/jcpy.1443?campaign=wolearlyview