So, brands, I ask you this: Will you continue to use an outdated marketing model or adapt to the new consumer mindset and reap the rewards?~ Ben Barry op-ed in Elle Canada
Before I go in, let me set the stage for you. This is a long, informative post, so grab your coffee, turn down the TV and read on. Imagine this:
- What if the staid industry norms and advertising techniques used to attract, motivate, and inspire women to make a purchase NO LONGER MATTER.
- What if new statistics emerged within Northern America that show that using a monolith model, white and size 2, NO LONGER ONLY INSPIRE.
Plus size bloggers and magazines have LONG been calling out designer and brands on this. Contrary to traditional fashion marketing belief, Ben Barry has found that women will buy fashion when models convey a realistic, attainable image and make them feel confident.
Meet Ben Barry of the Canadian Ben Barry Agency. In pursuance of his PhD, Ben Barry recognized that while the impact of models on body image has been studied, very little research has been conducted upon how models—depending on their size, age and race—influence purchasing decisions.