The study compares contemporary perspectives on plus-size fashion in northern and southern Europe, currently an emerging trend and yet controversial and under-researched topic in the fashion industry. The study follows a mixed method approach. Qualitative interviews with fashion professionals (i.e. fashion designers, fashion stylists, trend curators and fashion marketers) and quantitative methods (i.e. questionnaires with fashion consumers) are used to explore the state of the industry, contradicting perceptions of fashion in southern and northern Europe, and the exploring the root of these perceptions and market development opportunities for plus-size fashion. The study presents significant implications for practitioners who wish to overcome consumer cultural barriers, design products that meet the needs of a diverse set of customers, and create successful marketing campaigns with consideration of various cultural dimensions.
| Published in | European Business & Management (Volume 5, Issue 2) |
| DOI | 10.11648/j.ebm.20190502.12 |
| Page(s) | 14-23 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2019. Published by Science Publishing Group |
Plus-size Fashion, Hofstede and Schwartz Cultural Models, Europe and UK
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APA Style
Papadopoulou Constance, Bazaki Eirini. (2019). Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion. European Business & Management, 5(2), 14-23. https://doi.org/10.11648/j.ebm.20190502.12
ACS Style
Papadopoulou Constance; Bazaki Eirini. Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion. Eur. Bus. Manag. 2019, 5(2), 14-23. doi: 10.11648/j.ebm.20190502.12
AMA Style
Papadopoulou Constance, Bazaki Eirini. Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion. Eur Bus Manag. 2019;5(2):14-23. doi: 10.11648/j.ebm.20190502.12
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Download@article{10.11648/j.ebm.20190502.12,
author = {Papadopoulou Constance and Bazaki Eirini},
title = {Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion},
journal = {European Business & Management},
volume = {5},
number = {2},
pages = {14-23},
doi = {10.11648/j.ebm.20190502.12},
url = {https://doi.org/10.11648/j.ebm.20190502.12},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20190502.12},
abstract = {The study compares contemporary perspectives on plus-size fashion in northern and southern Europe, currently an emerging trend and yet controversial and under-researched topic in the fashion industry. The study follows a mixed method approach. Qualitative interviews with fashion professionals (i.e. fashion designers, fashion stylists, trend curators and fashion marketers) and quantitative methods (i.e. questionnaires with fashion consumers) are used to explore the state of the industry, contradicting perceptions of fashion in southern and northern Europe, and the exploring the root of these perceptions and market development opportunities for plus-size fashion. The study presents significant implications for practitioners who wish to overcome consumer cultural barriers, design products that meet the needs of a diverse set of customers, and create successful marketing campaigns with consideration of various cultural dimensions.},
year = {2019}
}
TY - JOUR T1 - Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion AU - Papadopoulou Constance AU - Bazaki Eirini Y1 - 2019/06/29 PY - 2019 N1 - https://doi.org/10.11648/j.ebm.20190502.12 DO - 10.11648/j.ebm.20190502.12 T2 - European Business & Management JF - European Business & Management JO - European Business & Management SP - 14 EP - 23 PB - Science Publishing Group SN - 2575-5811 UR - https://doi.org/10.11648/j.ebm.20190502.12 AB - The study compares contemporary perspectives on plus-size fashion in northern and southern Europe, currently an emerging trend and yet controversial and under-researched topic in the fashion industry. The study follows a mixed method approach. Qualitative interviews with fashion professionals (i.e. fashion designers, fashion stylists, trend curators and fashion marketers) and quantitative methods (i.e. questionnaires with fashion consumers) are used to explore the state of the industry, contradicting perceptions of fashion in southern and northern Europe, and the exploring the root of these perceptions and market development opportunities for plus-size fashion. The study presents significant implications for practitioners who wish to overcome consumer cultural barriers, design products that meet the needs of a diverse set of customers, and create successful marketing campaigns with consideration of various cultural dimensions. VL - 5 IS - 2 ER -
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