Volume 5, Issue 2, March 2019, Page: 14-23
Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion
Papadopoulou Constance, Winchester School of Art, University of Southampton, Winchester, United Kingdom
Bazaki Eirini, Winchester School of Art, University of Southampton, Winchester, United Kingdom
Received: Dec. 10, 2018;       Accepted: Apr. 8, 2019;       Published: Jun. 29, 2019
DOI: 10.11648/j.ebm.20190502.12      View  179      Downloads  33
Abstract
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.
Keywords
Plus-size Fashion, Hofstede and Schwartz Cultural Models, Europe and UK
To cite this article
Papadopoulou Constance, Bazaki Eirini, 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. doi: 10.11648/j.ebm.20190502.12
Copyright
Copyright © 2019 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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