In Brief

The average model is Caucasian and a size 2, and while clothes might look good on them, are they the best option to sell clothes to today's female consumer?

Modeling agent Ben Barry set out to see if a model’s size and ethnicity had an impact on purchase behavior. He created ad mockups that featured models that ranged in sizes and ethnicity, but all wearing the same dress. Barry found that women were more likely to buy the dress if they saw it on a model who more closely mirrored their own appearance, rather than the average model who represented the unattainable fashion industry ideal. Elle Canada

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