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MA Strategic Fashion Marketing | Natascha Lecki

The effect of a model’s body figure in fashion advertising on female consumers’ brand perceptions An jj

explanatory j

study

of

younger

MA Strategic Fashion Marketing | Natascha Lecki

and

older

female

fashion

consumers

in

Germany


Agenda

1.

Interest in Topic

2.

State of the Art

3.

Primary Research

4.

Qualitative Findings

5.

Quantitative Findings

6.

Managerial Implications

7.

Future Research

MA Strategic Fashion Marketing | Natascha Lecki


Interest in Topic

?

Research Question: Can a fashion company portray average-sized models in advertisements while still evoking an inspiring brand image in consumers’ minds?

MA Strategic Fashion Marketing | Natascha Lecki


State of the Art  Literature review

RESEARCH STUDIES | BODY IMAGE

RESEARCH STUDIES | BRAND IMAGE

In Western societies, thin ideal represents positive stereotypes; e.g. youthfulness, success or higher social status

Consumers buy brands to reflect their own self-image

Advertising strengthens this association by portraying thin models with a range of social and economic status symbols Body image issues appear to affect younger women more often than older women Older women perceive less pressure of fulfilling the ideal body image because they are more confident with their bodies

MA Strategic Fashion Marketing | Natascha Lecki

Advertising helps consumers to build a mental vision of brand while matching symbolic values with consumer needs and way of lifestyle Advertising imagery can build brand associations which relate to brand image Western consumers tend to pay attention to self-expressive values and social status in regards to clothing consumption


State of the Art  2 Hypotheses  H1:

Different body shapes of a model in fashion advertisements have an effect on younger women’s perceptions towards brand image.

 H2:

Different body shapes of a model in fashion advertisements have no effect on older women’s perceptions towards brand image.

MA Strategic Fashion Marketing | Natascha Lecki


Primary Research  Cause and effect → Experiment  Creation of 4 different advertisements

A MA Strategic Fashion Marketing | Natascha Lecki

B

C

D


Primary Research  Research area: Germany, Berlin  Two age groups: 18-30 years and 31-65 years  Research is not representative for the whole research population

1. Stage: Interviews 7 semi-structured in-depth

2. Stage Questionnaires 189 self-administrated

interviews with female fashion

questionnaires from female fashion

consumers

consumers

Each informant evaluated all 4 ads

Each informant evaluated only 1 ad

Statistical Analysis with SPSS MA Strategic Fashion Marketing | Natascha Lecki


Qualitative Findings  Interviews

MA Strategic Fashion Marketing | Natascha Lecki


Qualitative Findings  Varying body figures had an effect on interviewees brand perceptions  The curvier the model got the more normal was the brand perceived by informants

Category

Findings per Category

Brand Characteristics

Elegant, bold, young, sexy and sporty

Brand Symbolism

A = status symbol; B= special; C= normal; D= value

Brand Value

A =expensive, high price; B= expensive, high-mid price; C= (high) mid price; D= (lower) mid-segment

Social Status

A= upper class, upper middle class; B= upper class, upper middle class; C= middle class; D= middle class, lower middle class

Brand Lifestyle

A= luxurious, upper lifestyle; B= upper, everyday lifestyle C= everyday; D= everyday, lower lifestyle

Brand User Imagery

Successful, confident, happy, attractive, often meets friends, high standing in society, goes to chic parties, likes quality

MA Strategic Fashion Marketing | Natascha Lecki


Quantitative Findings

MA Strategic Fashion Marketing | Natascha Lecki


Quantitative Findings

MA Strategic Fashion Marketing | Natascha Lecki


Quantitative Findings

MA Strategic Fashion Marketing | Natascha Lecki


Quantitative Findings

MA Strategic Fashion Marketing | Natascha Lecki


Quantitative Findings  Questionnaires| Did the model’s body figure had an effect on brand category?

Category

Younger Age Group

Older Age Group

Brand Characteristics

Yes, but limited to 1 out 5 variables

Yes, but limited to 1 out 5 variables

Brand Symbolism

Yes

No

Brand Value

Yes

No

Social Status

Yes

No

Brand Lifestyle

No

No

Brand User Imagery

Yes, but limited to 1 out 8 variables

No

Based on Kruskal-Wallis Test (SPSS); acceptance of significance level (p<0.05) and marginal significance level (p<0.100)

MA Strategic Fashion Marketing | Natascha Lecki


Quantitative Findings  Conclusion  Different body sizes of the model influenced younger rather than older informants  Limitation of pairings:

Ad A never significantly differed from B Ad C never significantly differed from D

 Both hypotheses could be accepted within limitations

MA Strategic Fashion Marketing | Natascha Lecki


Managerial Implications  Dependent on a fashion companyâ&#x20AC;&#x2122;s target group  Younger age group (18-30 years):  

Thin models represent best approach for communicating an inspiring brand image Average-sized model does not evoke the same brand image as the skinny and/or slender model

MA Strategic Fashion Marketing | Natascha Lecki


Managerial Implications  Dependent on a fashion companyâ&#x20AC;&#x2122;s target group  Older age group (31-65 years):  

Thin models represent a similar brand image as average-sized models Average-sized models are even more appealing to this age group

MA Strategic Fashion Marketing | Natascha Lecki


Future Research

 Explore older generations further; e.g. baby boomers  Utilise two different advertisements  Geographically extend research project in Germany  Compare consumerâ&#x20AC;&#x2122;s perceptions between Western countries  Cross-cultural research setting  Investigate other industries; e.g. beauty industry

MA Strategic Fashion Marketing | Natascha Lecki


Thank you

 Contact:

Natascha Lecki

n.lecki@yahoo.com

 My Profile:

http://showtime.arts.ac.uk/nataschalecki

MA Strategic Fashion Marketing | Natascha Lecki


LCF presentation