Purpose: Previous research in sociology, psychology and fashion studies has investigated the concept of diversity in the fashion context, but the topic remains largely understudied within the realm of consumer research. This study aims to examine the reactions of underrepresented women to the...

Purpose: This paper aims to uncover links, overlaps and influence flows across two seemingly unrelated historical processes – the broadening of the marketing concept and the rapid rise of neoliberal ideology, and associated economic and social policies. Design/methodology/approach: Historical...