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RENNA_Giulia_Bachelor_Project_Final_CAC_2021.pdf
Bachelor thesis

How has the body positive movement impacted the demand for lingerie brands for women in Generation Y living in Geneva?

SONAR|HES-SO

  • Genève : Haute école de gestion de Genève

98 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2021

English Thin, tall, and fit was the body standard promoted in the western society during many years. These societal messages, ideas and beauty standards were keeping women in a dissatisfaction with their bodies rather than loving it. In 1996, Elizabeth Scott and Connie Sobczak were two women who brought to life the term “Body Positive” and co-created a non-profit organization under this name. As therapists, they wanted to help women suffering with eating disorders mostly related with body struggles. The Body Positive has thrived and became a worldwide movement over the years. In 2012, rounder women started to post pictures of their body on Instagram and it boosted the movement even more as it was a way to challenge the feminine ideal body. The Body Positive movement promotes self-love, self-acceptance, self-esteem, and empower body diversification, shapes and sizes. Lingerie brands which take part into the spread of beauty ideals of women have evolved recently models' sizes posing for their campaigns by being more inclusive. Size diversity has started to appear in campaigns of big lingerie brands such as Victoria's Secret. Very supported by women, this change in body representation in campaigns may affect the demand and purchase decision of women who are sensitive to this social movement. In this thesis, a research has been done about the impact of The Body Positive movement in the demand of lingerie brands for women in Generation Y living in Geneva. The aim of this thesis is to know if women in Generation Y living in Geneva are aware of this social movement and if they support it. In connection with that, the purpose is to know if size diversity is a driving criterion for lingerie purchase for women in Generation Y living in Geneva. The methodology of the thesis was a primary research composed of an observational research and an online survey. The observational research intends to look at the sensitiveness of lingerie brands present in Geneva about The Body Positive and the online survey conducted for women in Gen.Y living in Geneva intends to answer the thesis question and sub-queries. In Geneva, women in Generation Y support the movement Body Positive if they know it but it is not the driving criteria of lingerie purchase. Pretty design, quality products, comfortable underwear, and good value for money are the main reasons for purchase. The findings of this thesis could serve lingerie brands present in Geneva to better understand the Gen.Y women’s needs and better set their marketing strategies.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://folia.unifr.ch/global/documents/319780
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