Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion
The study compares contemporary perspectives on plus-size fashion in northern and southern Europe, currently an emerging trend and yet controversial and under-researched topic in the fashion industry. The study follows a mixed method approach. Qualitative interviews with fashion professionals (i.e. fashion designers, fashion stylists, trend curators and fashion marketers) and quantitative methods (i.e. questionnaires with fashion consumers) are used to explore the state of the industry, contradicting perceptions of fashion in southern and northern Europe, and the exploring the root of these perceptions and market development opportunities for plus-size fashion. The study presents significant implications for practitioners who wish to overcome consumer cultural barriers, design products that meet the needs of a diverse set of customers, and create successful marketing campaigns with consideration of various cultural dimensions.
Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion, European Business & Management.
Vol. 5, No. 2,
2019, pp. 14-23.
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