Nike’s debut of plus size female mannequins in their flagship store in London in summer 2019 garnered both immediate criticism and acclaim on social media outlets. Most notably, a recent article in the Telegraph sparked outrage linking poor health, size, and active participation in sports and related activities at the mere presence of plus size mannequins in the Nike store. On Twitter alone, in excess of three thousand tweets serve as an invaluable resource for mining consumer sentiment not only about the article, but also for exploring body representation in stores and in marketing strategies as well as general attitudes towards so-called fat and other-sized bodies. Incorporating both qualitative and quantitative methodologies to analyze the tweets, this study adds breadth and depth to the debate over inclusive sizing, representation, product availability, and marketing regarding diverse bodies and consumers who value those bodies. Initial results indicate a body-positive consumer sentiment towards plus size mannequins, which suggests 1) that consumers of sports apparel and sport activities are not limited to a particular size and shape, 2) other sport apparel companies might also consider more inclusive sizing strategies, including plus-size mannequins, to attract a broader customer base and expand their market shares, and 3) the importance of language in discussions about body representations, health, and activity.
About the presenterElka M Stevens
Dr. Elka M. Stevens is an Associate Professor in the Department of Art at Howard University and is Coordinator of the Fashion Design Program. She currently teaches courses in design, merchandising and sociocultural aspects of fashion. Her research interests include international trade, visual culture, gender, race, size, and identity, using textiles and clothing as a lens of analysis. As an engaged artist/practitioner, Dr. Stevens’ mixed media pieces explore issues of gender, identity, globalization, and repurposing.