Breaking the Single Image: Fashion Brands Take a Stand on Inclusivity

Yitong Yu

doi:10.62051/ijsspa.v6n3.21

Authors

Yitong Yu

DOI:

https://doi.org/10.62051/ijsspa.v6n3.21

Keywords:

Inclusivity, Corporate Social Responsibility, Consumer Psychology

Abstract

The corporate social responsibility (CSR) of fashion companies in terms of inclusion and its effect on consumer behavior is investigated in this article. According to the study background, especially in terms of inclusiveness, modern consumers want brands to stand on social problems. Examining how companies may establish good relationships with the public by using real and consistent marketing messaging forms part of the study materials. Mostly on literature review and case analysis-especially the comparison between Aerie and Victoria's Secret-the study approach is Through the #AerieReal campaign, Aerie has effectively enhanced its brand image and sales; Victoria's Secret has suffered a crisis of confidence because of its lack of real diversity. The study's conclusion underlines how firms must keep authenticity and openness in social campaigning if they are to win consumers' trust and loyalty.

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