71% Brits prefer retailers select diverse models for marketing campaigns

Diversity Inclusivity models
71% UK shoppers want retailers to present more diverse marketing campaigns
// 71% of clothing shoppers prefer retailers to use more diverse models in marketing campaigns
// Females & males aged 25-44 feel strongly on inclusive clothing campaigns

A total of 71 per cent of clothing shoppers in the UK have said that they would prefer it if retailers selected a more diverse range of models of different shapes and ages in marketing campaigns.

The research was undertaken by data analytics firm GlobalData, which said the number indicated “there is still a long way to go for consumers to feel adequately represented”.

“Females and males aged 25-44 feel strongly on inclusivity in clothing campaigns, creating a need for retailers targeting these groups to increase their marketing efforts to stay relevant, or risk losing shoppers,” GlobalData senior retail analyst Chloe Collins said.

Despite significantly fewer males demanding models of varying shapes – 56.6 per cent males compared to 82.5 per cent of females – demand was much higher for males aged 25-44 at 68.6 per cent.

“Menswear retailers serving this age group such as Matalan, H&M and Primark must strive to include a more diverse selection of sizes within their campaigns, as younger brands such as Asos and BoohooMan have done,” Collins said.

“They should also follow Nike’s lead by introducing plus-size mannequin’s in-store.”

GlobalData inclusivity diversity modelsAlthough many fashion retailers such as Asos and New Look cater for plus-size, tall and petite shoppers, more retailers are expected to extend this inclusivity to their marketing campaigns.

GlobalData said online retailer PrettyLittleThing aimed to demonstrate its inclusivity by collaborating with plus size supermodel Ashley Graham.

It also selected rap artists Lioness and Ms Banks to front its petite and tall collections and a specialised shape range to cater for customers.

“More than 80 per cent of women across all age groups said they would like to see retailers using more models of varying shapes, meaning retailers such as Topshop and Zara – which only use slim models in their campaigns and fail to offer ranges that serve those over a UK size 18 – must increase their body type representations or risk losing popularity,” Collins said.

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