{"id":46553,"date":"2017-09-07T16:35:23","date_gmt":"2017-09-07T20:35:23","guid":{"rendered":"https:\/\/brocku.ca\/brock-news\/?p=46553"},"modified":"2017-09-07T16:35:23","modified_gmt":"2017-09-07T20:35:23","slug":"brock-prof-applauds-move-by-gucci-others-to-stop-using-size-0-models","status":"publish","type":"post","link":"https:\/\/brocku.ca\/brock-news\/2017\/09\/brock-prof-applauds-move-by-gucci-others-to-stop-using-size-0-models\/","title":{"rendered":"Brock prof applauds move by Gucci, others to stop using Size 0 models"},"content":{"rendered":"<p>Two and a half years ago, Brock University research showed that customers prefer if fashion brands used average-sized models to sell their clothing.<\/p>\n<p>Finally, this week, two French fashion companies whose brands include Gucci, Christian\u00a0Dior, Yves Saint Laurent and others announced they would stop hiring excessively thin models.<\/p>\n<p>Kai-Yu Wang, a professor of marketing in Brock University\u2019s Goodman School of Business, applauded the decision.<\/p>\n<p>\u201cAs a researcher, I\u2019m glad to see these companies are working toward this. Our study showed that with these famous brands, using Size 0 or average-sized models doesn\u2019t make any difference in how consumers evaluate their products,\u201d he said. \u201cI think they made the right decision.\u201d<\/p>\n<p>Wang\u2019s research, <a href=\"https:\/\/brocku.ca\/brock-news\/2015\/04\/end-of-the-super-skinny-model-brock-study-finds-size-6-models-more-marketable-than-size-0-models\/\" target=\"_blank\" rel=\"noopener noreferrer\">published in the European Journal of Marketing in April, 2015<\/a>, showed that female shoppers wanted to see fashion models who looked more like them rather than the super-skinny models brands were typically using. It also revealed that new fashion brands would have more success with their advertising campaigns if they hired average-sized models.<\/p>\n<p>The professor is now delving deeper into the topic \u2014 researching who is the driving force behind the use of super-skinny models: The fashion brand designers, the fashion show directors or the models themselves.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Two and a half years ago, Brock University research showed that customers prefer if fashion brands used average-sized models to sell their clothing.<\/p>\n","protected":false},"author":18,"featured_media":45913,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[39,1,5],"tags":[594,4486],"_links":{"self":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts\/46553"}],"collection":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/comments?post=46553"}],"version-history":[{"count":0,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts\/46553\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/media\/45913"}],"wp:attachment":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/media?parent=46553"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/categories?post=46553"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/tags?post=46553"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}