Body Positivity:

Body positivity refers to the movement that encourages acceptance of our bodies, regardless of size, shape, skin tone, gender, and physical abilities. In recent years, the body positivity movement started gaining momentum and becoming normalized across all industries, including the fashion industry – there has been a large shift in how bodies are represented in society and in the media. This thesis focuses on body positivity and inclusivity within the scope of fashion marketing – how strategies have changed in the recent years, as well as how customers perceive and react to those changes.

The conversation of body positivity and inclusivity is rapidly growing in relevance and importance, as consumers are increasingly shopping with companies whose values align with their own – and in the case of fashion marketing a profound connection with customers has become essential. It is now high time fashion retail to prioritize body positivity in their business approach to create customer retention, increase trust of customers, as well as modernize the industry.

Body positivity champions the belief that everyone deserves a good body image, regardless of how society and pop culture define ideal shape, size, or appearance. Body positivity raises its voice for the following aspects:
• Changing the way people think about the body in society
• Promoting acceptance of all people's bodies
• Assisting people in developing self-awareness and acceptance of their own bodies
• Unrealistic body norms are addressed