As the US population becomes more diverse, consumers are increasingly using fashion as a means of authentic self-expression. While consumers generally view fashion positively in shaping their identity, more than six in 10 adults feel the industry has set impossible standards, prompting a need for brands to challenge outdated ideals and foster a more inclusive future.
Though progress was made following heightened interest in 2020, DEI initiatives have slowed as economic pressures and political backlash caused brands to scale back their efforts. Although 63% of adults believe diversity in fashion remains a priority, nearly half (48%) felt excluded from fashion ads in the last year, proving there is still work to be done.
Looking ahead, it remains crucial for fashion brands not to overlook or underserve groups based on culture, lifestyle, body type or abilities. Mintel’s data demonstrates that all consumers – across all backgrounds – want to see the different aspects of their identity genuinely and authentically represented by the brands they consume. The industry must continue to advocate for inclusive representation and product innovation that meets the needs of consumers across multiple identities. Doing so is not only a moral imperative, but an important business opportunity worthy of care, consideration and ongoing investment.
The fashion industry has made strides toward diversity and inclusion, but more still needs to be done to embrace consumers of all identities.
Brittany Steiger, Principal Analyst – Retail & eCommerce
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