Body Positivity Influencers: Their Values, Impact on Retailers, and College Student’s Opinions

Abstract

Womenswear industry is $163 billion per year in the U.S. alone (Statista, 2022). For many years, the fashion industry has dealt with concerns over the use of thin models and how consumers feel pressure to meet these “ideal” body types. This study explores the values of body positivity influencers and how consumers interested in the body positivity movement are responding to retailers who both embrace these values and those who have yet to integrate these messages into their marketing and communication. Five posts from the 30 influencers (150 posts total) and 15 retailers were evaluated. A questionnaire was also sent out exploring 84 college students’ opinions on topics like body image, vanity sizing, and body positivity.