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Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion

Received: 10 December 2018     Accepted: 8 April 2019     Published: 29 June 2019
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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.

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

Keywords

Plus-size Fashion, Hofstede and Schwartz Cultural Models, Europe and UK

References
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Cite This Article
  • 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

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    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

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    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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  • @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}
    }
    

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  • 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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Author Information
  • Winchester School of Art, University of Southampton, Winchester, United Kingdom

  • Winchester School of Art, University of Southampton, Winchester, United Kingdom

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