Consumer Behavior Case 1: Riding the Plus Size Wave

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1.      Lane Bryant is determined to change the way the advertising media disseminates the basic stereotypical image of women.  Thinking that it would be a good idea to improve the self-concept, self-esteem, and self-consciousness of plus size women, the company directed its image of women away from those that are “poreless, hipless, silkenhaired, high cheekboned, size-0, 20-year-old goddesses” (par.1).

It is a success to plus size retailers, such as Lane Bryant, if 21st century women begin to understand that the fashion and apparel are not solely for those who are slim and trim but also for those who have curves in them… instead of mere straight lines.  As curvy women today slowly grow accustomed to fashion apparel that are made solely for them, it appears that there is huge development around self-concept, self-esteem, and self-consciousness on this type of women… leading to higher demands for the products.  Success merely lies on self-concept, self-esteem, and self-consciousness of curvy women.

2.      In the past decades, media images of women revolve more on those that are slim and trim—those who are silkenhaired and high cheekboned (par.1).  However, for the past decade, a great change has been occurring concerning the stereotypical image of women.  As Stein stated in the article, “Today, the average woman wears a size 14 compared with a size 8 about 15 years ago” (par.3).  As a result, Lane Bryant has hired the American Idol runner-up, Kimberly Locke, who does not just have the curves and the talent but also the confidence and the self-esteem, which proves that fashion is not just for the slim women.

Real-world media images of women appear to be taking a complete turn this century toward the plus size women.  The most evident reason lies on the present trend of the environment.  As American female sizes lean more and more toward the curvy ones, the future of women’s fashion revolve more around designs that fit those who are under the plus size.  Thanks to the effort of the plus size retailers in the past century.

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Consumer Behavior Case 1: Riding the Plus Size Wave. (2016, Aug 23). Retrieved from

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