Women likely to buy 'model-like' clothes

Last Updated: Mar 01, 2011, 16:13 PM IST

New York: Women are more likely to buy clothes if the models are more reflective of them - curvy, short, ethnic, according to a researcher from Cambridge University.

Using fake magazine advertisements with models of different sizes, shapes and ethnicities, Barry surveyed 3,000 women in the UK, US and Canada.

“The vast majority of women significantly increase purchase intentions when they see a model that reflects their age, size and race,” the New York Daily News quoted Barry, as telling the Guardian.

Such studies are slowly pushing designers and magazines to put curvier women into the forefront, instead of as a stunt or as an occasional feature.

“The industry operates in its own bubble, but advertisers and magazine editors need to be mindful of who their target market is and how the models reflect that market, catch up and change,” said Barry.

ANI