A recent research paper by the Indian Institute Management Bangalore (IIM-Bangalore) titled ‘Empowered by Representation: How Plus-Size Models Create Brand Evangelists’ has highlighted the significant role of plus-size models in building strong consumer-brand relationships. Conducted by researchers Vishakha Chauhan, Mansi Gupta, and Gopal Das, the study delves into how inclusive brand communication featuring plus-size models fosters a sense of empowerment among consumers, leading them to become ‘brand evangelists’—loyal customers who actively promote the brand. The study, which includes six comprehensive investigations, reveals that brands using plus-size models in their advertisements experience enhanced consumer support and loyalty. This effect is primarily driven by the emotional connection that consumers feel when they see brands embracing body diversity, challenging traditional beauty standards. The research found that plus-size models positively influence consumer empowerment. Consumers, especially those who feel excluded by mainstream beauty standards, feel more valued and connected to brands that use diverse body types in their advertising, the study revealed. It also indicated that empathy plays a crucial role in amplifying the effect of plus-size models in advertisements. Consumers with higher levels of empathy are more likely to feel empowered by inclusive brand communication, leading to stronger brand advocacy, the research found. One of the standout conclusions of the study is that inclusive communication featuring plus-size models results in higher levels of brand evangelism. Consumers who feel empowered by a brand’s inclusive messaging are more likely to recommend the brand to others and discourage people from choosing competing brands, the study said. The study also explored the role of materialism, finding that consumers with higher materialistic tendencies are less likely to be influenced by inclusive advertisements featuring plus-size models. These consumers, who prioritize status and luxury, tend to focus more on tangible benefits and are less emotionally connected to social values like inclusion, the study said. Calvin Klein and Levi’s plus-size campaigns The research paper cited examples of denim brands such as Calvin Klein and Levi’s on how featuring plus-size models had a profound effect on brand perception and consumer relationships. In 2019, Calvin Klein made headlines by featuring plus-size model Ali Tate Cutler in its innerwear advertising campaign, displayed prominently on a large billboard in New York City. The study showed that the campaign received widespread media attention and was lauded for its progressive stance on inclusivity in fashion. Additionally, it also resonated with many consumers who have often felt marginalized by the industry’s standards of beauty. The study also showed that Levi’s has implemented various strategies to promote body diversity, including the use of AI-generated models across different body sizes in its marketing campaigns. The study stated that by acknowledging and celebrating different body sizes, the brand enhanced its appeal to a wider demographic, fostering customer loyalty and promoting a sense of belonging among consumers.
