Shaping the beauty archetype in womenswear: Perceptions of fashion marketers

ABSTRACT As inclusivity becomes the cornerstone of today’s fashion industry, marketers’ perspectives are critical to understand who is seen and how perspectives are changing. This study examines how fashion marketers both advance and hinder diversity in women’s fashion and explores their beliefs and attitudes toward inclusivity. Employing qualitative inquiry, we conducted 18 semi-structured interviews with brand and independent marketers across multiple countries. Findings revealed three dominant orientations: maintaining the status quo, envisioning the next era of inclusivity, and navigating a generational divide. Within each category, multiple themes emerged, exposing both entrenched barriers and opportunities for progress. While many marketers reinforced existing norms, subtle yet meaningful shifts in attitudes and dispositions suggest a gradual move toward beauty and fashion standards that are more inclusive, representative, and reflective of a diverse society. By centering marketers, who are the last touchpoint between brands and consumers, this study contributes to fashion marketing literature and practice by highlighting the tensions, resistance, and emerging possibilities that define whether inclusivity remains symbolic or becomes structurally embedded.