Forget the size zero supermodels – “Bigger girls can mean bigger profits.” say researchers from Warwick Business School.
Bad news for big fashion brands. Today a new study reveals that adverts which predominantly feature less-than-buxom beauties like Victoria’s Secret model Miranda Kerr and Irina Shayk are actually more likely to discourage a sale as they make women feel bad about themselves.
Read more: Business Insider
…so basically this study tells us what many have been suggesting for years what isn’t working for us or for the brands.
What does sell is a product that works, content that is interesting and a personality that is intelligent and well rounded. What doesn’t work and hasn’t for quite some decades is putting unrealistic images for intelligent women to live up to and expecting them to take your advertising seriously.
I would be shocked if this study does anything to affect the advertising practices of fashion brands. They seem to be more invested in being right and selling to a demographic that only exists in their ad execs imagination. But we can always hope. At the very least there’s a lot of us that feel validated in our requests for real images that inspire and exude health.
In case you’re listening ad execs, please stop using underage prepubescent ultra skinny models and expect us to feel inspired. It’s not working.