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This research brings in the voice of underserved and underrepresented women of various racial or ethnic origins and social classes, who have differing buying powers, sexual orientations, body shapes, and physical appearances, into the conversation of fashion diversity. Through a qualitative inquiry with 38 semi-structured in-depth interviews, the researchers analyzed the consumption experiences of diverse women to expose what the fashion scene is lacking. The study's main contribution is the depiction of overlooked diversity categories in fashion, such as the non-White and non-Black women of color, women of average sizes, and women with characteristics that the fashion industry has long seen as flaws. For women's physical and psychological well-being, the authors of this study hope to lead fashion producers and researchers into a new era of diversity and minimize certain consumer groups' exclusion through discrimination, isolation, and segregation.


© 2022 The Authors. Journal of Consumer Affairs published by Wiley Periodicals LLC on behalf of American Council on Consumer Interests.

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Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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Journal of Consumer Affairs



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