Study
Innovation & MarketsNew This WeekStrong effect

Size Inclusivity Drives Consumer Loyalty and Market Share in Ready-to-Wear Fashion

Retailers that embrace size diversity in their marketing and product offerings receive more positive consumer responses, leading to increased loyalty and market share.

Fashion and Textiles Review · 2025

01

Key Findings

  • 01A significant correlation exists between body image satisfaction and clothing size selection.
  • 02Individuals with negative body image tend to exhibit compensatory purchasing behaviours.
  • 03Positive body image is associated with greater flexibility in size choices.
  • 04Retailers employing size-diverse marketing strategies garner more favourable consumer reactions.
02

Application

Design takeaway

Design and marketing teams should prioritize size inclusivity to build stronger customer relationships and capture a larger market share.

How to apply

Conduct market research to understand the body image perceptions and sizing preferences of your target demographic. Develop marketing materials that showcase a diverse range of body types and sizes. Ensure your product lines offer a comprehensive size range.

Project actions

  • 01Consider how your design choices might impact a user's self-perception.
  • 02Explore how different marketing approaches can appeal to diverse user groups.
  • 03Investigate the role of inclusivity in product adoption and brand loyalty.
03

Method & Evidence

AimTo investigate how body image perception influences garment size preferences, brand selection, and overall shopping experiences within the ready-to-wear fashion market, and the effect of size-inclusivity initiatives on these behaviours.
MethodQuantitative survey research
ProcedureData was collected from university employees using a group-administered questionnaire to assess the relationship between body image satisfaction, clothing size selection, brand preference, and responses to size-inclusivity.
Sample238 participants
ContextReady-to-wear fashion consumption in Ghana

Variables

IV["Body image perception (positive/negative)","Inclusion of size diversity in marketing"]
DV["Garment size preference","Brand preference","Shopping experience satisfaction","Consumer loyalty","Market share"]
CV["Age of respondents","Gender of respondents","Socioeconomic status (implied by university employment)"]
04

Strengths & Limitations

Strengths

  • +Quantitative approach allows for statistical analysis of relationships.
  • +Focus on a specific, under-researched context (Ghanaian fashion market).

Limitations

The study's findings might be specific to the cultural context of Ghana and may not directly apply to markets with different beauty standards or consumer behaviours.

Reliability & validity

Reliability could be enhanced through standardized questionnaire administration and pilot testing. Validity is supported by the direct measurement of key constructs like body image satisfaction and size preference, though social desirability bias might affect self-reported data.

Think critically

To what extent can a brand's commitment to size inclusivity genuinely address societal body image issues, or does it risk commodifying these concerns for profit?

05

Design Principles

"Embrace diversity in product offerings and marketing to enhance consumer engagement and market penetration."

Understanding the psychological impact of body image on consumer choices is crucial for developing effective market strategies. By adopting size-inclusive practices, brands can tap into a broader customer base and foster stronger relationships, ultimately enhancing their competitive position.

06

What This Means for Your Design

If fashion brands show clothes on different body types and offer many sizes, customers will like them more and buy from them more often.

How to use in your project

  • 1.Reference this study when discussing the importance of user-centred design principles, particularly in relation to diverse user needs and market segmentation.
  • 2.Use findings to justify design decisions that promote inclusivity and address potential user sensitivities.
07

Add to My Project

08

Quick Cite

(2025). Interaction of Body Image Perception on Garment Size Preferences: Consumption Patterns of Ready-to-Wear Fashion. Fashion and Textiles Review. https://doi.org/10.35738/ftr.v6.2025.12 Retrieved from https://designdex.org/study/ad15669e-0f37-4f71-aaf0-1fcfb97d190b/size-inclusivity-drives-consumer-loyalty-and-market-share-in-ready-to-wear-fashion

Paragraph starter

Research indicates a strong link between body image satisfaction and consumer behaviour in the fashion industry, with size-inclusivity initiatives positively impacting brand perception and market share. For instance, a study by Siaw et al. (2025) found that retailers incorporating size diversity in their marketing strategies received more favourable responses from consumers across the body image spectrum, underscoring the commercial advantage of inclusive design and marketing.

09

Source

Fashion and Textiles Review

Interaction of Body Image Perception on Garment Size Preferences: Consumption Patterns of Ready-to-Wear Fashion

journal · 2025

View source

Questions about this research

What does the research say about size inclusivity drives consumer loyalty and market share in ready-to-wear fashion?
Design and marketing teams should prioritize size inclusivity to build stronger customer relationships and capture a larger market share. Evidence: Fashion and Textiles Review (2025).
Why does "Size Inclusivity Drives Consumer Loyalty and Market Share in Ready-to-Wear Fashion" matter for design?
Understanding the psychological impact of body image on consumer choices is crucial for developing effective market strategies. By adopting size-inclusive practices, brands can tap into a broader customer base and foster stronger relationships, ultimately enhancing their competitive position.
How can designers apply this research?
Design and marketing teams should prioritize size inclusivity to build stronger customer relationships and capture a larger market share.
What were the main findings?
A significant correlation exists between body image satisfaction and clothing size selection.. Individuals with negative body image tend to exhibit compensatory purchasing behaviours.. Positive body image is associated with greater flexibility in size choices.. Retailers employing size-diverse marketing strategies garner more favourable consumer reactions.
What research method was used?
Quantitative survey research with 238 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2025 journal from Fashion and Textiles Review.
What should I do differently in my next project?
Conduct market research to understand the body image perceptions and sizing preferences of your target demographic. Develop marketing materials that showcase a diverse range of body types and sizes. Ensure your product lines offer a comprehensive size range.
What are the limitations?
The study was conducted within a specific geographical and demographic context (university employees in Ghana), which may limit the generalizability of findings to other populations or regions.
Is there evidence that body image affects design outcomes?
Consumers' feelings about their bodies strongly influence the clothing sizes they prefer and how they shop. Those unhappy with their body image may buy clothes differently, while brands that show a range of sizes in their advertising appeal to more people. Understanding the psychological impact of body image on consume Source: Fashion and Textiles Review (2025).
Where does this size inclusivity research apply?
Ready-to-wear fashion consumption in Ghana It sits within innovation & markets research on designdex.org.

Related research topics

body image design research · evidence on body image · does body image improve design outcomes · size inclusivity studies for designers · body image and size inclusivity findings · innovation & markets research evidence