Diversity in vm report

D I V E R S I T Y Grace Maria Sofia COtter

l How Visua sing & i d n a h c r e M ments n o r i v n E Retail ing Are Chang rand B & r e m u Cons ; Behaviour ure, t u F e h T Now & In Body o T n o i t In Rela Image y d o B & Size

C O N T E N T S

04

INTRODUCTION

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CONSUMER PROFILE

SECTION ONE 08

DOVE

1O H&M

16

DEBENHAMS

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‘BECAUSE WHO IS PERFECT?’ CAMPAIGN

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THE BREAST CANCER PAINTED LADIES CAMPAIGN

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LIFESTYLE PANTY LINERS CAMPAIGN

SECTION two 30

MODCLOTH SOLDSIE

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BONOBOS

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BLOGGER GABI GREGG

34

INTERACTIVE WINDOW DISPLAYS BODYMETRICS

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CONCLUSION

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METHODOLOGY LIST OF REFERENCES

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LIST OF FURTHER READING

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IMAGE REFERENCES

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APPENDIX

I N T R O D U C T IO N

fig. 1: group photography from the DOVE campaign

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besity in the UK has risen 10% since 2011, with almost a quarter of the population now being classed as ‘obese’ (The NHS Information Centre, Lifestyles Statistics, 2011, pp. p6-7). [Obesity is a term used to describe somebody who is very overweight with a high degree of body fat. There are a number of ways a person’s weight can be assessed. The most widely used method is BMI:Body Mass Index.]

This ongoing trend is now creating social and more seriously, health problems which need to be addressed. Many of the reasons for this increase in weightrelated problems have conflicting evidence and are attributed to a number of lifestyle changes, some arising out of poverty but also out of increased wealth. Our lives may be busier but more sedentary, regular hours of work have given way to shift work and unsocial hours resulting in people relying on fast-food and convenience foods which are packed with hidden calories. It is a

problem that cannot be resolved quickly or by one section of the community.

A gap has now arisen in the fashion market, as ‘plus-sized’ men and women struggle to find desirable clothes in the sizes they want. The main stream fashion industry has always focussed on the equally unhealthy body shapes and sizes at the other end of the spectrum popularising the ‘size zero’.

But the Fashion industry can no longer discriminate against those customers requiring larger sizes or be indifferent to their buying power.

In this report I will be reviewing and highlighting brands and companies whom I believe are leading the way in terms of challenging body size within Visual Merchandising and Retail Environments. I will then move onto recommending ideas for promoting body size diversity within those fields and how this might change behaviour and perceptions.

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B R A N D S C A M PA IG L E A D I N G WAY Section ONE

DOVE H&M DEBENHAMS

“BECAUSE WHO IS PERFECT?” THE BREAST CANCER PAINTED LADIES LIFESTYLE PANTY LINERS

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N S T H E

fig. 2: group photograph from COSMO large

fig. 3: group photograph from the DOVE campaign

D OVE

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any people are familiar with the Dove Campaign for Real Beauty.

It was conceived in 2004 (Dove.co.uk, 2004) after market research indicated that only 2% of women consider themselves beautiful. A sad reflection of our society. Ogilvy and Mather (Ogilvy. co.uk, 2012) were commissioned to produce a campaign to be launched in the UK and then around the world. It used real women instead of professional models, photographed by a leading portrait photographer Annie Leibovitz.

This was a ground breaking approach and it proved to be a resounding success.

The series of ads received significantly positive media coverage and media exposure for Unilever, the producers of Dove. The Dove Campaign for Real Beauty expanded into other media with equal success.

H&M A

brand leading the way with normalising the plus size issue is H&M. Featuring plus size model Jennie Runk in their latest swimsuit collection in the US was a real success for the brand.

As Laura Stampler from the Business Insider comments (Stampler, 2013b), plus size models have appeared in shoots for a while now but the focus has always been about that brand sending out a message, loud and proud to be featuring these models.

fig. 4: Beyonce for H&M SS13 swimwear collection

H&M however, seamlessly and silently introduced Jennie Runk to the world, with no press release and no ‘loud declaration on its website’ (Stampler, 2013a). Instead online users were greeted by the beautiful proportions of an ‘average’ woman, who you are more likely to see on the beach, than the typical androgynous waif. Not many could deny how beautiful the full-figured model looks in every shot, inspiring all women young and old, that they too can be gorgeous whilst also being voluptuous.

More to the point, nowhere on the site does it say ‘plus size swimwear’, it is just ‘new swimwear collection’, giving their customers the respect, not to be categorised separately from every other H&M shopper. It was a brave move from H&M, and one which has put them at the forefront of positive publicity, encouraging other brands to take the same initiative to support their curvier clientele. This discrete change aims at empowering women to love their body, whatever shape that is. Body confidence and self esteem issues are a bi-product of the whole body size debate, especially when eating disorder cases have increased by 15% since 2000 in the UK. 4,610 girls aged 15-19 develop an eating disorder every year (Micali, 2013).

Statistics like these are sobering and can only worsen if women of all ages are

continually bombarded with rake thin models draped across every billboard, perfume advert, swimwear campaign, beer commercial etc.

In the UK, H&M continued this message by starring the beautifully curvaceous Beyonce for their Summer Collection (Sowray, 2013). It was a clever move to use such an idolised celebrity, whose curves are her trademark. The final images used across the campaign were entirely untouched! Leaving the images untouched was a stand against the increasing culture and practice of airbrushing (Photoshopping) figures to idealised representations of women. It was a proud moment for the brand.

Models like Beyonce and Jennie are the kind of role models young women need to see, in order to reinforce their body confidence. There is something wrong when surveys suggest nine out of ten teenage girls in the UK are unhappy with their bodies (Womack, 2004).

As Fashion Communicators and Promoters, our job is to create a connection with consumers, inspiring positive responses. This ultimately leads to brand loyalty, thus encouraging them to buy.

fig. 5: Jennie Runk for H&M US swimwear campaign

fig. 6 & 7: Jennie Runk for H&M US swimwear campaign

fig. 8: Beyonce for H&M SS13 swimwear collection

fig. 9 & 10: Beyonce for H&M SS13 swimwear collection

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women are three times more likely to buy clothes when the model in advertisements were their size

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(martinson, 2013)

DEBENHAMS

fig. 11: Trial plus size mannequins sign in Debenhams

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s find r e m o t s u c size when plusend up p s y e h t like… y e h t s e h eople. p clot r e h t o s 2011) much a s Business, a e c hing: Big i ot cl w d t ze to (Plus-si

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fig. 12: Visual merchandiser in Debenhams Oxford Street setting up and dressing new plus size mannequins

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ebenhams is continually striving to expanding their diversity strategies.

Ed Watson, Director of PR, has worked to position the retailer as more inclusive to women, this included introducing older and more diverse models as well as incorporating size 16 models on the shop floor. He is also responsible for banning the use of re-touching images to alter body shape (BBC News, 2013b).

discourage larger women to be more adventurous.

Talking to a Supervisor at the plus size clothing store Yours, I learnt how they have used plus size mannequins in their store since its launch. Their customers remain loyal because they can view clothing on realistic sized mannequins and are able to try them on, as opposed to purchasing online or from a catalogue.

Company research suggested that women Many of their employees are plus sized are three times more likely to buy clothes also, and are able to showcase how well when the models in advertisements were the clothing from that store looks on them (see Appendix I). realistic sizes (Martinson, 2013). This also applies when customers see clothing Debenhams explained it took them three on mannequins close to their own body years to get the mannequins into their or dress size. flagship store, so realistically, how long will it take them to implement their Personal stylist, Lorraine McCulloch in new mannequins throughout their 170 an interview on BBC News nationwide stores (Martinson, 2013). Let (BBC News, 2013a) applauded alone how long will it take the rest of the Debenhams’ move to include larger size retail industry to take the same initiative mannequins, although there was some and bring in more ‘average’ sized models? discussion on the programme as to how realistic the size 16 mannequin was!

In spite of these initiatives, sales during She commented that many clothes lack the Christmas period only rose by ‘hanger appeal’ and therefore perhaps

0.1% in store, compared to 27% rise in online sales (Butler, 2013). So are these mannequins and ‘photoshopping’ bans really creating much of an impact or a profit? It would seem more investment needs to be directed at their online sales and marketing, which by all accounts is thriving.

fig. 13: Models from Debehams swimwear campaign

fig. 14: Dressed plus sized and normal sized mannequins in Debenhams Oxford Street store

“ B E C AU S E W H O IS PERFECT ?”

C A M PA I G N fig. 15 & 16: Disabled volunteer stood next to their like for like, life sized mannequins

(Macleod, 2013) A small but powerful video campaign around body image was launched last year in Zurich organised by Pro Infirmis, a Swiss organisation for the disabled. Mannequins of five volunteers with disabilities were created and placed between the ‘perfect’ mannequins in the windows of stores, Modissa and WE Fashion. Some of the disabilities featured were curvature of the spine, brittle bone disease, wheelchairs and prosthetics.

(Pro Infirmis, 2013) The campaign was filmed by Director Alain Gsponer and its message was that disabled people are just like the rest of us, with challenges to overcome often starting with perception.

As one participant remarked

‘Seeing it there for real is quite a shock… It is special to see yourself like this, when you usually can’t look at yourself in the mirror.’

The film tracks both the participants and the public’s reaction to these unusual figures in a shop window, reactions such as confusion and surprise.

I believe that it was a small step taken to normalise disability in all its varying forms. A campaign which should be replicated worldwide to promote the beauty and worth in everyone. fig. 17 & 18: Disabled volunteer stood next to their like for like, life sized mannequins

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(Pro infirm

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l is a e r r o f t Seeing i is t i . . . k c o quite a sh rself u o y e e s o special t en you h w , s i h t like ok at o l t ’ n a c usually irror. m e h t n i yourself is, 2013)

fig. 19: All the disabled volunteers stood next to their like for like, life sized mannequins

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THE BREAST CANCER PA I N T E D LADIES C A M PA I G N

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his campaign launched in 2010 (Macleod, 2010) concentrated on the fact that we now have a fixation about our bodies and are willing to go to extreme lengths to ‘change’, and ‘improve’ them, undergoing unnecessary and sometimes downright dangerous procedures for vanity’s sake. In contrast to that, many women with breast cancer who have had to undergo lifesaving surgery often with permanent disfigurement. Thankfully there is less stigma and more openness now about breast cancer, but it asks the question about our judgement and priorities.

What I love about these adverts is how they have portrayed these women using ‘normal’ women rather than stereotypical slim models.

fig. 20, 21 & 22: All the images from the Breast Cancer Painted Ladies print campaign series

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LIFESTYLE PA N T Y LINERS C A M PA I G N

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ealthy body image was also the focus of a similar set of adverts by Lifestyle Panty Liners in South Africa (Macleod, 2008) in which women’s bodies were once again realistically painted with clothing. The women in all three adverts are healthy sizes with beautiful curves, these are real women!

There is a need for more campaigns like these to counteract the stereotypical image of hard to attain ultra slim models.

It should be said that thin doesn’t necessarily mean unhealthy but images of people should reflect the world at large.

fig. 23, 24 & 25: All the images from the Lifestyle Panty Liners print campaign series

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H OW V I SUA L MERCHANDISING & R E TA I L ENVIRNOMENTS WILL AFFECT N O T I O N S O F

WITH R E C O M M E N D AT I O N S O F W H AT S H O U L D CHANGE IN THE FUTURE:

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B E A U T Y / S I Z E / R O L E M O D E L S / I D E N T I T Y & B E H AV I O U R C H A N G E ;

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lus size women increasingly experience difficulty obtaining clothes they like in their size. Modcloth are a good example of a brand who saw potential in expanding into plus size clothing and have found it to be very profitable. Their plus-size collections account for 8% of sales, with each customer spending a significant 25% more per order than their other consumers (Binkley, 2013).

Not only do they spend more, they also spread their positive experiences of the brand via social media (Abraham, 2013).

Whats more, companies like Soldsie make it possible for customers to purchase items from specific brands via Facebook comments.

One of the problems that arises from online shopping, is that 77% of people who put items in their online basket don’t end up finalising that sale (Sheehy, 2013). Something which Soldsie hope to reduce.

As raised in a ‘Future of Retail’ conference held by the co-founder of Soldsie (Bennett, 2013), Chris Bennett maintained Soldsie enables brands to let users buy their clothing via the brand’s Facebook page. Browsers can comment on Facebook posts which advertise their clothing. By commenting with ‘sold’

on that specific post, through Soldsie’s Facebook App via the brand’s site, users can purchase that dress instantaneously, once registered with Soldsie. Shoppers are then becoming instantly gratified.

Whats more, the brand hugely benefits from being promoted to that user’s friends, who are notified by her purchase on their Facebook feeds. Thus leading to further sales and more brand visibility through a platform which is already well established, with 24 million Facebook users in the UK alone to target (Facebook Says It Has 24 Million…, 2013). It is as good as a customer personally recommending that brand to a friend.

This could work particularly well in changing the current behaviour of the plus size market where brands want to make their plus size ranges more visible.

People like to know where others have bought their clothing, particularly if it looks good on and fits well. Therefore, seeing a plus size friend buy an item from that brand encourages them to look on that page and interact with that brand. Consumers want more brands to extend their sizes and broaden their online ordering platform to a tech savvy audience of plus size women. fig. 26 & 27: Photographs from Modcloth’s blog, including their campaign shoots and current plus sized model Alex

The AIDA model theory (Lecture - The Human Condition, 2013) could reduce the number of plus size women not finalising their online purchases because the AIDA theory would be completed within the one social network:

ATTENTION would be created by notification of a friend’s purchase; INTEREST by looking at that product and maybe then at others; DESIRE a product influenced by their friend’s trust in purchasing from that brand; ACTION by clicking ‘sold’ and buying the product almost instantly through that one social media platform.

Facebook notifications telling you your friend has bought a dress from that brand would trigger that consumer’s mirror neurones (Lecture - The Human Condition, 2013), which were activated from observing their friends’ buying habits. What is usually a personal shopping experience, is now broadcasted to the world. By activating these neurones, that consumer is then compelled to copy her and buy something from that brand. That consumer’s brain would run wild with dopamine, as they did not expect to go onto Facebook and purchase an item of clothing through it, thus creating the link between happiness and online shopping which makes retail therapy so addictive.

fig. 28, 29 & 30: Brief explanation from Soldsie’s website about how it works, and examples of the app in use on instagram and facebook

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lus size women are often unsure of what to wear, not knowing what will or will not suit them, and where to get clothing which will. Therefore, brands need to take a leaf out of Bonobos’ book. The clothing company ranked as the 18th highest brand (Austin, 2013) for mastering the use of Instagram as a way of connecting with their consumers. They cleverly use their own customers as a key element of their social media marketing strategy. This is done by encouraging fans to submit

tagged photos of themselves wearing the brand’s clothing. Bonobos then uploads the photographs onto their Instagram site, using their followers as models. Cleverly engaging personally with their customers, making them feel special and noticed. This would work well via both Instagram and Facebook if brands reposted those user uploaded images, because people trust the comments of others when it comes to choosing clothing. Particularly relevant when research suggests that

using real people is more effective than using celebrities (Lecture - The Human Condition, 2013),(Sheehy, 2013). It proves that even plus size women can look fabulous, instilling confidence in their consumers’ own body image. Thus changing the behaviour of both retailer and consumer to benefit both parties.

fig. 31 - 39: Photos uploaded to Bonobos’ instagram taken by their customers wearing the brand’s clothing

Bloggers are a digital power within themselves. Inspiration can be taken from that of plus sized US blogger, Gabi Greggs (Abraham, 2013). Her ‘fatkini’ collection in sizes 10-24, in collaboration with swimwear website, swimsuitsforall. com in May 2013 sold out within hours.

Brands could only dream of such sell out of their stock. So why do they not see the potential? Stocking those sizes will be a big leap in satisfying a profitable plus size market.

Working alongside this new band of plus sized bloggers would do so much to boost a company’s sales and positive PR. Larger women idolise these stylish and curvaceous bloggers, copying their sense of style; so why not be the clothing they are showcasing. (‘Fat women need to realise that…, 2012) Bloggers including Ragini Nag Rao, Tiffany Tucker, Gabi Greggs and Nicolette Mason of Marie Claire’s plus size column, are all proving to women ‘that they don’t need to be skinny to be stylish…’ These are the role models for our growing generations of self obsessed women, fixated by their size and the size of their celebrity idols.

No one can just feel content and comfortable in their skin anymore, and these bloggers are at the forefront of battling against that. Particularly as Ant Waller emphasised during his talk at the Online Vs Offline Student Conference (Waller, 2013), fashion is no longer filtering down. It is beginning to filter up from bloggers. Therefore, brand, customer and blogger’s needs are satisfied. What if the images uploaded by these bloggers were ‘shoppable’ (Weingarten, 2013), being able to decide what we buy by clicking on the photos we have seen on Instagram, Tumblr, Facebook etc.

fig. 40-43: Photos from Gabi Greggs fatkini campaign, and the othe rs from her blog of her style and favourite outfits of 2013

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lus size consumers would be most receptive to the use of 3D printing.

They could print a garment they desire directly into their living room, made to their exact measurements, as calculated by a Bodymetrics body scanner using 200 measurements (Goonatilake, 2013). This body scanner app could be accessed through an Xbox, Wii or potentially a smart TV, enabling you to also use a virtual try on to see how the garment would look. This would completely resolve the issue of never finding clothing in your size, in that style, or waiting for it to arrive.

Thus completely changing the future landscape of plus size shopping for the good of consumers. This technology may eventually become embedded in shop window displays (Rodgers, 2013), which would also benefit our plus size consumer because they could shop for clothes easily like everyone else, not being restricted to particular stores or websites thus enabling equality within the retail environment (PSFK, 2013a).

To win over plus sized consumers however, brands need to give them an online & offline experience to desire, not just a campaign.

fig. 44 & 45: Photos of Kate Spade interactive window in New York & the Bodymetrics measuring machine set up in store for trial in US

fig. 46 & 47: Photo s of Adidas’ and Kate Spade’s interactive windows in use by the public

fig. 48: Photo Kate Spade’s interactive window and pop up store set up in multiple locations in New York

C O N C LU T

he findings of this report suggest that there is potential for a large expansion into plus size fashion, but the stigma of the ‘outsize’ category needs to end in order to profit from such schemes. This is not in any way diverting attention away from the health risks posed to people who are overweight, but how the fashion industry can help refocus our perceptions on what what is a diverse range of body sizes and shapes, and move away from the self-loathing and marginalization that many over

U SIO N weight people experience. Sizeism will only slow down our progress towards a fairer and equal society, when the future proves obesity is here to stay for the moment. Newly established technologies however will help to embrace plus size culture, including clothing, model, campaigns and mindsets. People connecting with people revolting against sizeism will push to normalise the subject and reduce stigma, and I feel this new band of plus size bloggers will be at the forefront of that. They can talk on

behalf of all women who want clothing that isn’t boring and unflattering.

These bloggers are creating a storm with their fantastic style and dress sense, inspiring women of all sizes.

The future is big, figuratively and literally.

fig. 49: Fashion illustration contrasting that of stick thin figures with the incororation of body shapes we categorise ourselves into

M E T HO D O L O G Y For my one to one interview I had all my questions prepared. I went into the store and asked if I could speak to the most senior staff available. I explained to the Store’s Supervisor the reason for my visit and examples of the questions I was interested in asking. She agreed but only on the terms that she would not sign as she did not want her words being linked to the company. After the 10 minute interview which I recorded on my mobile phone, I wrote a transcipt of our conversation which is located in the Appendix.

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R E F E R E N C E S

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Austin, C. 2013. These 20 Brands Have Mastered The Use Of Instagram. [online] 10th Jan. Available at: http://www. businessinsider.com/these-20-brands-have-mastered-the-use-of-instagram-2013-1?op=1 [Accessed: 21 Jan 2014].

BBC News (a). 2013. Debenhams introduces size 16 mannequins. [video online] Available at: http://www.bbc.co.uk/ news/uk-24843175 [Accessed: 9 Jan 2014].

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Binkley, C. 2013. On the Plus Side: New Fashion Choices for Size 18. [online] 12th Jun. Available at: http://online.wsj. com/news/articles/SB10001424127887323949904578540002476232128?mg=reno64-wsj&url=http%3A%2F%2Fonline. wsj.com%2Farticle%2FSB10001424127887323949904578540002476232128.html [Accessed: 21 Jan 2014].

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‘Fat women need to realise that their bodies are worth dressing well’: Meet the plus size bloggers out to change the shape of fashion. 2012. [online] 8th Nov. Available at: http://www.dailymail.co.uk/femail/article-2230047/Fat-womenneed-realize-bodies-worth-dressing-Meet-plus-size-bloggers-change-shape-fashion.html [Accessed: 12 Jan 2014].

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Martinson, J. 2013. Debenhams’ size 16 mannequins are great. Now we need even more diversity. [online] 6 Nov. Available at: http://www.theguardian.com/lifeandstyle/womens-blog/2013/nov/06/debenhams-size-16-mannequins-diversity [Accessed: 8 Jan 2014].

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Rodgers, T. 2013. Tim Rodgers: The Adaptive Storefront Prototype [Video] - PSFK. [online] Available at: http://www. psfk.com/2013/11/tim-rodgers-adaptive-storefront-concept.html#!sMGd6 [Accessed: 12 Jan 2014].

Sheehy, P. 2013. Online Vs Offline Student Conference by The Trend Boutique, Nottingham, The Broadway Cinema, 27th Nov. Sowray, B. 2013. H&M confirm that Beyonce really does have a perfect body. [online] 30th May. Available at: http:// fashion.telegraph.co.uk/news-features/TMG10088424/HandM-confirm-that-Beyonce-really-does-have-a-perfect-body. html [Accessed: 8 Jan 2014].

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Waller, A. 2013. Online Vs Offline Student Conference by The Trend Boutique, Nottingham, The Broadway Cinema, 27th Nov. Weingarten, T. 2013. PSFK : Using Context In Fashion Photos; Tim Weingarten, co founder of The Hunt. [video online] Available at: http://vimeo.com/81574487 [Accessed: 18 Jan 2014].

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Chen, Y. 2012. Customers in Singapore can scan barcodes in metros to purchase items with their smartphones. [online] 13th Feb. Available at: http://www.psfk.com/2012/02/paypal-subway-shopping-wall.html#!sP9zT [Accessed: 22 Jan 2014].

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Macleod, D. 2010. Olay Age Beautifully. [online] Available at: http://theinspirationroom.com/daily/2010/ olay-age-beautifully/ [Accessed: 22 Jan 2014].

Macleod, D. 2008. IKEA Long Live Diversity. [online] Available at: http://theinspirationroom.com/daily/2008/ ikea-long-live-diversity/ [Accessed: 22 Jan 2014].

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Macleod, D. 2013. Dove Camera Shy. [online] Available at: http://theinspirationroom.com/daily/2013/dove-camerashy/ [Accessed: 22 Jan 2014].

Pincus, R. 2013. The online retail giant has revealed plans to use flying robots in its order fulfillment services in the next few years. [online] 2nd Dec. Available at: http://www.psfk.com/2013/12/amazon-delivery-drones.html#!sP9vY [Accessed: 10 Jan 2014].

Ralph Lauren casts first ever plus-size model, as Vogue beauty Robyn Lawley takes starring role in new campaign. 2012. [online] 20th Sep. Available at: http://www.dailymail.co.uk/femail/article-2205739/Ralph-Lauren-casts-plus-size-model-Vogue-beauty-Robyn-Lawley-takes-starring-role-new-campaign.html [Accessed: 22 Jan 2014].

White, B. 2011. Vogue Italia stay ahead of the curve. [online] 2nd Jun. Available at: http://fashion.telegraph.co.uk/ news-features/TMG8551956/Vogue-Italia-stay-ahead-of-the-curve.html [Accessed: 22 Jan 2014].

Whitworth, M. 2012. Model health guidelines for New York Fashion Week released by the CFDA - Telegr aph. [online] Available at: http://fashion.telegraph.co.uk/news-features/TMG9043070/Model-health-guidelines-forNew-York-Fashion-Week-released-by-the-CFDA.html [Accessed: 22 Jan 2014].

Wright, M. 2013. Retailers are building online communities of like-minded people with new and emerging online services. [online] 29th Nov. Available at: http://www.psfk.com/2013/11/technology-changing-community-loyalty.html#!sMGeo [Accessed: 22 Jan 2014].

I M AG E

R E F E R E N C E S

fig 1. Dove Campaign Group Photograph. 2012. [image online] Available at: http://maklinamakeup.com/wp-content/uploads/2013/11/DOVE-MBL-MB1.jpg [Accessed: 22 Jan 2014]. fig 2. Evans Clothing as seen in Cosmo large. 2013. [image online] Available at: http://blog.evans.co.uk/wp-content/ uploads/2010/02/as-seen-in-cosmo-large.jpg [Accessed: 22 Jan 2014]. fig 3. Dove Real Beauty Campaign photograph. 2013. [image online] Available at: http://2.bp.blogspot.com/-vSVZZYujao/UE9y9ey763I/AAAAAAAAD6o/Z3qLvlx-a7M/s1600/baaf3fa6-1ed6-4cb8-ae44-c988328e8a41.jpg [Accessed: 22 Jan 2014]. fig 4.

Beyonce for H&M swimwear collection. 2013. [image online] Available at: http://www.wpress4.me/ wp-content/uploads/2013/04/1083_04.jpg [Accessed: 22 Jan 2014]. fig 5.

Jennie Runk for H&M swimwear USA. 2013. [image online] Available at: http://media.zenfs.com/ en_us/News/ap_webfeeds/e6ab5c177d47cc23400f6a7067003d2e.jpg [Accessed: 22 Jan 2014]. fig 6.

Jennie Runk for H&M featured in Glamour Mag in One Piece black swimsuit. 2013. [image online] Available at: http://www.glamour.com/images/fashion/2013/05/h-and-m-one-piece-main.jpg [Accessed: 22 Jan 2014]. fig 7.

H&M Jennie Runk tie dye swimsuit. 2013. [image online] Available at: http://cdn-parismatch.ladmedia.fr/var/news/storage/images/media/images/jennie-runk/4674777-1-fre-FR/Jennie-Runk.jpg [Accessed: 22 Jan 2014]. fig 8.

Beyonce for H&M yellow bikini. 2013. [image online] Available at: http://www.fashionaporter.com.br/ wp-content/uploads/2013/04/b2.jpg [Accessed: 22 Jan 2014]. fig 9.

Beyonce for H&M black bikini. 2013. [image online] Available at: http://www.ipick.ca/wp-content/uploads/2013/04/1083_06.jpg [Accessed: 22 Jan 2014]. fig 10. Beyonce for H&M black bikini laid down. 2013. [image online] Available at: http://www.bt.dk/sites/default/ files-dk/node-images/335/6/6335654-beooeiujd.jpg [Accessed: 22 Jan 2014]. fig 11. Debenhams plus size mannequin sign. 2014. [image online] Available at: http://www.howtolookgood.com/ blog/wp-content/uploads/2012/04/Debenhams-Mannequins-012.jpg [Accessed: 22 Jan 2014]. fig 12. Visual merchandiser dressing plus size mannequins in Debenhams Oxford Street. 2013. [image online] Available at: http://3.bp.blogspot.com/-LOHmwplKinI/UnviZ4elfvI/AAAAAAAAGXQ/oLmCHoBBQNU/s1600/PicMonkey%2BCollage.jpg [Accessed: 22 Jan 2014]. fig 13. size 8 and size 16 model for Debenhams Swimsuit campaign. 2013. [image online] Available at: http://i.huffpost.com/gen/1086593/thumbs/o-DEBENHAMS-facebook.jpg [Accessed: 22 Jan 2014]. fig 14. Debenhams Mannequins. 2013. [image online] Available at: http://2.bp.blogspot.com/-kxF8-9oNgBg/UrXyHdRTCSI/AAAAAAAAKPE/pDR85KuE4Lk/s1600/SAM_3074.JPG [Accessed: 22 Jan 2014]. fig 15. Pro Infirmis Mannequin Campaign. 2013. [image online] Available at: http://best-posts.com/wp-content/uploads/2013/12/because-who-is-perfect-pro-infirmis-12.jpg [Accessed: 22 Jan 2014]. fig 16. Pro Infirmis Mannequin Campaign. 2013. [image online] Available at: http://best-posts.com/wp-content/uploads/2013/12/t85890-ScNnWh6WRO3q20MItSa3pA.jpg [Accessed: 22 Jan 2014]. fig 17. pro Infirmis Mannequin Campaign. 2013. [image online] Available at: http://www.newmobility.com/wp-content/uploads/2013/12/pro_infirmis_erwin_aljukic_zurich.jpg [Accessed: 22 Jan 2014]. fig 18. Pro Infirmis Mannequin Campaign. 2013. [image online] Available at: http://best-posts.com/wp-content/up-

loads/2013/12/because-who-is-perfect-pro-infirmis-2.jpg [Accessed: 22 Jan 2014]. fig 19. Pro Infirmis Mannequin Campaign. 2013. [image online] Available at: http://best-posts.com/wp-content/uploads/2013/12/pro_infirmis_group_photo.jpg [Accessed: 22 Jan 2014]. fig 20. Breast Cancer Painted Ladies Campaign. 2013. [image online] Available at: http://advertisingforadults. com/2010/08/breast-cancer-painted-ladies/ [Accessed: 22 Jan 2014]. fig 21. Breast Cancer Painted Ladies Campaign. 2013. [image online] Available at: http://advertisingforadults. com/2010/08/breast-cancer-painted-ladies/ [Accessed: 22 Jan 2014]. fig 22. Breast Cancer Painted Ladies Campaign. 2013. [image online] Available at: http://advertisingforadults. com/2010/08/breast-cancer-painted-ladies/ [Accessed: 22 Jan 2014]. fig 23. Lifestyle Panty Liners Painted Bodies Ad Campaign. 2012. [image online] Available at: http://beautifulphotographycollection.blogspot.co.uk/2012/12/body-painting-ad-prints-lifestyle-ultra_13.html [Accessed: 22 Jan 2014]. fig 24. Lifestyle Panty Liners Painted Bodies Ad Campaign. 2012. [image online] Available at: http://beautifulphotographycollection.blogspot.co.uk/2012/12/body-painting-ad-prints-lifestyle-ultra_13.html [Accessed: 22 Jan 2014]. fig 25. Lifestyle Panty Liners Painted Bodies Ad Campaign. 2012. [image online] Available at: http://beautifulphotographycollection.blogspot.co.uk/2012/12/body-painting-ad-prints-lifestyle-ultra_13.html [Accessed: 22 Jan 2014]. fig 26. Mod Cloth Style Book photo. 2013. [image online] Available at: http://www.modcloth.com/stylebooks/summer-road-trip-style-june?utm_source=blog.modcloth.com&utm_medium=referral&utm_campaign=june32013_stylebookbtsvideo#9 [Accessed: 22 Jan 2014]. fig 27. Mod Cloth Style Book photo. 2013. [image online] Available at: http://www.modcloth.com/stylebooks/summer-road-trip-style-june?utm_source=blog.modcloth.com&utm_medium=referral&utm_campaign=june32013_stylebookbtsvideo#9 [Accessed: 22 Jan 2014]. fig 28. Soldsie How It Works Graphic. 2013. [image online] Available at: http://s3.amazonaws.com/crunchbase_prod_ assets/assets/images/original/0021/2467/212467v1.png [Accessed: 22 Jan 2014]. fig 29. Soldsie Instagram Example. 2013. [image online] Available at: http://new.soldsie.com/wp-content/themes/ soldsie/images/soldsie-instagram-app.jpg [Accessed: 22 Jan 2014]. fig 30. Soldsie Facebook Example. 2013. [image online] Available at: http://vni.s3.amazonaws.com/130305204518262. png [Accessed: 22 Jan 2014]. fig 31. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014]. fig 32. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014]. fig 33. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014]. fig 34. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014]. fig 35. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014]. fig 36. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014].

fig 37. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014]. fig 38. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014]. fig 39. Customer Instagram Photo Uploads. 2013. [image online] Available at: http://instagram.com/bonobos [Accessed: 22 Jan 2014]. fig 40. Gabi Greggs Fatkini Shoot. 2013. [image online] Available at: http://www.metro.us/wp-content/uploads/2013/05/SEX_2013_MAIN_FATKINI.jpg [Accessed: 22 Jan 2014]. fig 41. Gabi Gregg Street Style Plus Size Inspiration Blog. 2013. [image online] Available at: http://www.gabifresh. com/2013/01/top-ten-outfits-of-2012.html [Accessed: 22 Jan 2014]. fig 42. Gabi Gregg Street Style Plus Size Inspiration Blog. 2013. [image online] Available at: http://www.gabifresh. com/2013/01/top-ten-outfits-of-2012.html [Accessed: 22 Jan 2014]. fig 43. Gabi Gregg Street Style Plus Size Inspiration Blog. 2013. [image online] Available at: http://www.gabifresh. com/2013/01/top-ten-outfits-of-2012.html [Accessed: 22 Jan 2014]. fig 44. Kate Spade Interactive Window Screen Pop Up Store. 2013. [image online] Available at: http://www.thecrossedcow.com/wp-content/images/2013/07/photo-e1372955335782.jpg [Accessed: 22 Jan 2014]. fig 45. Body Metrics Measurement machine in US store. 2013. [image online] Available at: http://media.npr.org/assets/img/2012/06/04/_mg_1635_enl-c21e63ace6f3210b919c8527ee7ac886fae471ab.jpg [Accessed: 22 Jan 2014]. fig 46. Adidas Interactive Window Display. 2013. [image online] Available at: http://screenmediadaily.com/wp-content/uploads/2013/04/adidas_neo_concept_1.jpg [Accessed: 22 Jan 2014]. fig 47. Public Using kate spade interactive window. 2013. [image online] Available at: http://www.zoharurian.com/ wp-content/uploads/2013/07/2537494.jpg [Accessed: 22 Jan 2014]. fig 48. Kate Spade Saturday Bright Yellow Pop Up interactive store front. 2013. [image online] Available at: http://blog. thestorefront.com/wp-content/uploads/2013/09/Kate-Spade-Staurday-pop-up-shop-with-eBay-in-NYC.jpg [Accessed: 22 Jan 2014]. fig 49. Body Shape Sketch. 2013. [image online] Available at: http://msdianekennedy.files.wordpress.com/2011/01/ body-shapes-sketch-for-blog.jpg [Accessed: 22 Jan 2014].

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n0448917 Fashion Communcication AND Promotion year 2 FASH20031 Sarah lewington