The weight of retail, the weight in retail and identity: an analysis of plus size consumers
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Published:
Nov 1, 2013
Keywords:
Identity fashion consumer culture fashion retail stigma
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Abstract
This paper examines the concept of identity from the perspective of plus size women´s consumption of fashion. 14 phenomenological interviews were conducted and analyzed from a hermeneutical perspective. Three thematic categories emerged from the data analysis: the construction of identity through fashion, elements of plus size identity and creative strategies to deal with the lack of products for plus size women in retail. Among the main results, the way the term plus size acts as stigma, influencing consumer´s identity projects, the role of retail in the stigmatization process and the shopping epic saga, which involves a “black market” with the participation of sellers.
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ZANETTE, Maria Carolina; LOURENÇO, Carlos Eduardo; BRITO, Eliana Pereira Zamith. The weight of retail, the weight in retail and identity: an analysis of plus size consumers. RAE - Revista de Administracao de Empresas , [S. l.], v. 53, n. 6, p. 539–550, 2013. Disponível em: https://periodicos.fgv.br/rae/article/view/29923. Acesso em: 10 nov. 2026.
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