Consumer Attitudes Towards Brands Addressing the Phenomenon of Diversity and Inclusivity in the Fashion and Beauty Industry

Sania Qayyum & Jasmin Ahmad Ayoub

Student thesis: Master thesis


The aim of this research paper is to investigate how consumer’s perception of diversity and inclusivity as a cultural phenomenon has an impact on their attitude towards brands. This research views diversity and inclusivity as a phenomenon that is viewed on a societal level and is showing to be highly relevant for different industries and organizations to consider. Although, this research have chosen to address the topic of study by investigating the area of research based on the fashion and beauty industry and from the perspective of female millennial consumers belonging to a minority that is usually not represented in fashion and beauty brands promotion activities and product offerings. To investigate the topic at hand, this research holds an assumption that personal and emotional aspects related to self-representation and aspects regarding the surrounding culture’s influence on people, affects consumer’s attitudes towards brands in regards to how and whether they are diverse and inclusive. Based on this, this research has adopted different theoretical perspectives regarding personal- and cultural aspects, which have been assembled in a theoretical framework. The framework had the purpose of working as a tool guided the analysis. Investigating the topic at hand is based on the application of a qualitative research approach for data collection, which consists of three individual in-depth interviews and a focus group. The findings in this research have showed that personal aspects and cultural aspects connected to consumer’s perception of diverse and inclusive does have an impact on shaping their attitude towards brands. The findings have showed that brands, which the consumers perceived as genuinely diverse addressing diversity and inclusivity, resulted in a positive brand attitude. By investigating this we hope to create new knowledge on the area of brands addressing d&i in a way that resonates with consumers, and as part of this, also be able to provide guidelines at the end of this paper, that works as a help to brands wishing to address d&i, these will be applicable and relevant for B2B companies and FMCG companies.

EducationsMaster of Business, Language and Culture, Intercultural Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages171