Is Fashion for the People, loved by all the People?

Abstract: Thesis purpose: The purpose is to enhance the understanding of the influence inclusion has on Generation Y consumers when utilised in fashion brands. By isolating two areas of interest namely marginalised gender and size, we aim to provide insight into their effects on the attitude and purchase intention. Methodology: A deductive approach and therefore a quantitative research design is chosen. Through the development of a fictitious inclusive fashion brand and non-probability sampling, a web-based survey was conducted. The study investigated how the fictitious inclusive fashion brand and the marginalization of the respondent influenced the attitude and purchase intention of the Generation Y participants. Findings: The results show that being inclusive of sizes and genders has a significant positive effect on attitude and purchase intention of Generation Y consumers. Moreover, the respondents saw a similarity between themselves and the brand, which led to an overall high consumer brand identification. Additionally, the results show that the attitude towards the brand is varying if the consumers are part of a marginalized group. While consumers that are part of the marginalized gender group did not have a different attitude than the non-marginalized group, for marginalized size and non-marginalized size a significant difference in attitude can be seen. Theoretical Perspective / Limitations: This research is based on consumer brand identification theory, which is applied to a practical example in the context of the fashion industry. The findings show that more research regarding the inclusion of marginalized groups is needed. Especially the differences of attitude among different marginalized groups need further investigation. Practical Implications: The study is novel in its solutions to keeping brands relevant in relation to the current climate and consumer needs. It provides brands with ways in which they can position or reposition themselves within the inclusive space at both the brand and retail level. Thirdly it provides insights into brand expansion at a global level due to the scope of the study. Lastly, it showcases the trends in fashion relating to the marginalised gender and size and how gender has significance. This allows fashion brands to stay abreast of the different way consumers see gender and how it can be applied. Originality/Value: This study is the first of a kind to investigate the effects of both inclusion of size and gender in the fashion industry on Generation Y consumers. It also presents a new way of understanding size and gender in relation to the fashion industry.