KBS research suggesting the fashion industry could benefit from using average-sized models has made international headlines.
The research, led by Dr Xuemei Bian, of Kent Business School, considered the impact of using average and zero-sized models in marketing campaigns for both established and fictitious new fashion brands. The researchers asked women aged 18-25 which size of model they preferred.
Dr Bian and her team found that when it came to established brands, average-sized models could be used interchangeably with size zero models, with little or no impact on product or model evaluation. However, in the case of the ‘new’ fashion brands, the women in the studies preferred the use of average-sized models over those sized zero.
The story featured in the US edition of Marie Claire magazine and was referenced in a US Huffington Post story. In India, the Times of India, India4u.com and NewKerala.com all ran the story.
In Belgium, the story attracted widespread coverage, including in Het Laatse Nieus, Her Nieusblad and Tow. See.
In France, the story ran in Tele-Loisirs.fr. See.
In the UK, Dr Bian was interviewed by BBC Radio Kent and KMFM.