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1. 1. Does One Size Fit All? Branding Strategies for Plus-Size Labels in the Fashion Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jella Lynn Hauptmann; Julia Ausserdorfer; [2019]
   Keywords : Plus-Size; Brand Architecture; Brand Strategy; Fashion Branding; Brand Portfolio; Business and Economics;

   Abstract : Purpose: With increasing obesity rates and the change of beauty ideals within society, the plus-size fashion market currently enjoys a massive upturn and many established fashion retailers realise the opportunities within this ever more important segment. However, the integration of plus-size brands can be challenging as being plus-size is still connected to a stigma. READ MORE