Underweight models might be bad for bad for business.Ben Barry, a modeling agent, found that women were more apt to buy a pricy dress if it was modeled on a figure that resembled their own and not a super-thin “aspirational” body.Barry, who wrote about his research in Elle Canada, found that designers are losing out on big bucks by only using one size model to represent their clothing on mannequins and in ads.In a study of 2,500 women of all ages and sizes, he found that more women were willing to shell out money for a Diane Von Furstenburg wrap dress after seeing how great it looked on a woman whose figure resembled her own.That’s a lot of women walking away from the register that could be leaving with full shopping bags.“My study found that women increased their purchase intentions by more than 200 percent when the models in the mock ads were their size,” he said.The difference was even more pronounced in women larger than a size 6.“In [that] subgroup , women increased their purchase intentions by a dramatic 300 percent when they saw curvier models,” he said. It’s not just self-esteem, he found. It’s a practical matter.Women liked seeing models their own size to see how the garment hung and hugged different pars of the body.Using only white models is another sales error.African American women were 1.5 more times likely to make a purchase if they saw the dress on a black model.Women over the age of 35 were 200% more likely to buy the dress if it was shown on a more mature model. “Contrary to long-held marketing wisdom, fashion ads don’t need to lead women to aspire to an unattainable ideal to sell products,” he concluded.
Take a look at some of the curvy beauties that are redefining beauty in high fashion:
Wowza! Kate Upton walks the runway at the Beach Bunny Swimwear show during Merecdes-Benz Fashion Week Swim 2012 at The Raleigh on July 15, 2011 in Miami Beach, Florida.
Diet Pepsi, please! Bodacious Sofia Vergara is seen filming in Santa Monica on March 29, 2011 in Los Angeles.
Christina Hendricks has thrown the entire fashion world a curve. The ‘Mad Men’ star’s eye-popping physique has made her the darling of magazine editors, designers and everyone who appreciates a statuesque siren.
She’s hardly a big girl but size 6 Lara Stone claims that she was constantly told she was too big for the modeling world. She’s got the last laugh now: Stone is the latest face of Calvin Klein.