Why does skinny sell

Skinny models could be less effective at selling clothes than "healthy-sized" women, a researcher has found. Massey University professor Leo Paas said his research showed models who are "neither too thin nor too large" have the most positive reaction from consumers.

Professor Paas said as France considers legislation to ban very thin models, the fashion industry should have nothing to fear. Story from Entertainment News. Placing a skinny, socially-acceptable beauty in an advertisement is something companies have been doing for a long time.

The idea is that a thin, "idealized" model will sell more that a quote-unquote real woman. A recent study done by Warwick Business School about how women react to skinny models as an example of aspirational living may actually backfire, leaving women feeling ostracized from the product the model is intending to sell. Although, given that products are often promoted as the "solution" to low self-esteem, her conclusion is debatable. Her experiment is borne out by real-life experience.

Fashion retailers that have approached the market with "realistic" ideas about women have often failed, or never been popular. Ralph Lauren and his ilk, by contrast, have thrived no matter how unfeasibly bony their models have been. Here's an example. On paper, this was a good idea: Such women have higher incomes and buy more clothes than their 18 to year-old counterparts.

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