Significance of body image among UK female fashion consumers: The cult of size zero, the skinny trend

Abstract

Induced by persuasive social settings, the dilemma of what is considered as an ideal size, shape and body image continue to impact decisions consumers make regarding clothing selection and fashion. Body image has been identified as crucial to clothing provision and fashion consumption (Sproles and Burns 1994). In presenting methodological considerations in researching body cathexis for fashion products, Apeagyei et al. (2007) observed that body measurements alone is not the panacea to solving consumer sizing and fit problems and draw attention to the tension between body image and geometry. Generally, women are self-conscious about body cathexis (degree of satisfaction/dissatisfaction) with their physical forms. This does not only impact garment fit assessment and preferences but also affect self evaluations relating to body image. Instigated by the media, the desire to emulate celebrities and remain fashionable has been the current focus of consumers, as some try to fit into the socially construed ideal body type of ‘the skinny trend’.

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