Aagerup, Ulf - In: Journal of Fashion Marketing and Management: An … 15 (2011) 4, pp. 486-502
market fashion brands. Design/methodology/approach – An experiment was carried out in which 640 university students replied … fashion brands are significantly affected by the weight of ideal users. Slender models lead to the most positive brand … perception followed by obese models. Overweight user imagery is for pure fashion brand building the least attractive kind …