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more than six in 10 adults feel the industry has set impossible standards, prompting a need for brands to challenge outdated ideals and foster a more inclusive future.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.
This report looks at the following areas:
- Consumer attitudes toward diversity and inclusion in fashion
- How consumers define diverse and inclusive fashion brands
- Expectations toward representation and inclusivity in marketing and product mix
- What issues consumers struggle with most when buying clothing/fashion items
- Shopping behaviors, preferences and attitudes toward fashion among key consumer groups
- Resources that consumers use to discover brand inclusivity
- Overall attitudes toward diversity, equity and inclusion in fashion
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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Executive Summary
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
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Market Dynamics
- Market context
- The US economy has made significant improvements over the past year
- Market drivers
- Spotlight on Mintel Trend Drivers: Identity and Rights
- Fashion has strong ties to self-identity and expression
- The increasing diversity of the US population
- Graph 1: distribution of US generations by Hispanic origin, 2023
- Graph 2: distribution of US generations by race, 2023
- The US population is also getting older
- Graph 3: median age of the US population, 1940-2050
- The LGBTQ+ population is expected to keep growing
- Graph 4: percentage of LGBTQ+ adults in the US, 2024
- Rising obesity rates increase demand for size inclusivity
- Graph 5: age-adjusted prevalence of overweight and obesity among people aged 20 or older, 2001-02 to 2017-18
- Weight-loss drugs are a disruptor, but do not mitigate the need for inclusive sizing
- The persons-with-disabilities community remains underserved
- Economic pressures shifted focus away from DEI initiatives
- US political landscape plays a role in how consumers perceive DEI efforts
- Athleta’s “Power of She” campaign promotes unifying messages of diversity and empowerment
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Consumer Insights
- Consumer fast facts
- The state of fashion inclusivity and diversity in fashion
- Fashion inclusivity and diversity is a long-term priority
- Graph 6: attitudes toward diversity and inclusion in fashion, 2024
- Consumers are mostly positive about representation in fashion, yet nearly half of adults still feel left out
- Graph 7: attitudes toward self-representation in fashion advertising, 2024
- The fashion industry must move past performative representation
- Diversity in fashion must be authentic
- Hija De Tu Madre stands up for year-round commitment
- Younger generations have higher expectations from brands
- Graph 8: select attitudes toward fashion inclusivity and diversity, by generation
- The impact of DEI initiatives and brand ethics is mixed…
- Graph 9: impact of DEI initiatives and brand ethics, 2024
- …but can be a deciding factor in where consumers shop
- Consumers most overlooked by the fashion industry
- Consumer perceptions on diversity and inclusivity mirror self-identity
- Seniors, people living with disabilities and extended sizes are felt to be most underrepresented…
- Graph 10: populations most overlooked by the fashion industry, 2024
- …reflecting consumers who feel most overlooked themselves
- Graph 11: self representation in fashion ads, by key demographics, 2024
- Action is needed on age inclusivity
- Graph 12: populations most overlooked by the fashion industry – senior citizens, by age, 2024
- Representation of multicultural consumers reflects progress, but brands must keep up the momentum
- Graph 13: populations most overlooked by the fashion industry – BIPOC, by race and Hispanic origin, 2024
- Exclusion of plus/big and tall sizes impacts consumers across identities
- Graph 14: groups consumers feel are most overlooked by fashion – plus size/big & tall body types, by key demographics, 2024
- People with disabilities are often underserved
- Gender dynamics are shifting
- Graph 15: populations most overlooked by the fashion industry, by gender, 2024
- Graph 16: populations most overlooked by the fashion industry, by sexual orientation, 2024
- Gender dynamics are shifting (cont’d)
- Challenges faced when shopping for clothing and fashion items
- Consumers most often struggle to find a flattering fit
- Graph 17: struggles when shopping for clothing and fashion items, 2024
- Women are more likely than men to face challenges with size and fit
- Graph 18: select struggles when shopping for fashion items, by gender and age, 2024
- Graph 19: select struggles when shopping for fashion items, by body type identity, 2024
- Women’s sizing is overdue for a transformation
- Universal Standard sets a new standard for women’s sizing
- Help multicultural consumers envision themselves in clothing and fashion items
- Graph 20: select struggles when shopping for fashion items, by race and Hispanic origin, 2024
- Expectations for gender-fluid styles will continue to expand
- Graph 21: struggles with finding items that suit gender identity, by key demographics, 2024
- Brands embrace gender fluidity in fashion
- Not all consumers’ needs are being met in-store
- Defining diverse and inclusive fashion brands/retailers
- Diverse and inclusive fashion brands meet the needs of all consumers
- Graph 22: how consumers define a diverse or inclusive fashion brand/retailer, 2024
- Products and advertising are most essential, but brands have an opportunity to broaden support for communities
- Women have strong opinions on fashion inclusivity
- Graph 23: how consumers define a diverse/inclusive fashion brand, by gender, 2024
- Marginalized groups have varied needs from brands
- Graph 24: how consumers define diverse/inclusive fashion brands/retailers, by key demographics, 2024
- Understanding how marginalized groups identify with DEI initatives
- Diverse and inclusive brands foster community
- QVC creates community for women over the age of 50
- Diverse and inclusive products
- When it comes to product mix, size inclusivity tops the list
- Graph 25: desires for diverse and inclusive product options, 2024
- The fashion industry must solve the size inclusivity challenge
- How brands can approach size inclusivity
- The market for modest clothing is growing
- Graph 26: interest in modest clothing, by race and Hispanic origin, 2024
- Black consumers make an active effort to support BIPOC designers
- Graph 27: interest in fashion items designed by BIPOC designers, by race and Hispanic origin, 2024
- Brands and retailers play a major role in amplifying diverse voices
- Access to adaptive styles is expanding
- Diversity and inclusion in fashion advertising
- Consumers want to see more everyday people in fashion advertising
- Graph 28: what consumers would like to see more of in fashion ads, 2024
- A need for representation is more urgent for underserved groups
- Brands can support women by setting achievable standards
- Graph 29: what consumers would like to see more of in fashion ads, by gender, 2024
- Desire for more authentic and relatable brand imagery
- Older consumers want fashion brands to more genuinely portray their experience and lifestyle
- Graph 30: desired representation in fashion advertising, by generation, 2024
- From specialty to luxury, fashion and apparel brands are elevating senior style
- For multicultural consumers, representation is deeper than race and ethnicity
- Graph 31: what consumers would like to see more of in fashion ads, by race and Hispanic origin, 2024
- Attitudes toward fashion advertising
- Fashion ads should make people feel good
- Graph 32: attitudes toward fashion advertising, 2024
- The fashion industry has set unrealistic standards
- Fashion ads can have a negative impact on young adults’ self-esteem
- Graph 33: attitudes toward fashion advertisements, by generation, 2024
- Multicultural consumers have deep emotional connections with fashion
- Graph 34: attitudes toward fashion advertisements, by race and Hispanic origin, 2024
- Attempts at diversity in fashion are often perceived as stereotypical
- Graph 35: attitudes toward stereotypes in diverse representation, by key demographics, 2024
- Where consumers learn about diverse and inclusive fashion brands/retailers
- Consumers primarily learn about brands’ DEI initiatives in the media
- Graph 36: where consumers learn about diverse and inclusive fashion brands/retailers, 2024
- Social media is the leading source for younger adults to learn about brand values and criticisms
- Graph 37: attitudes toward social media and brand ethnics, by generation, 2024
- Brands must look for opportunities to shape their own narratives
- Multicultural consumers actively seek information about diverse and inclusive fashion brands
- Graph 38: where consumers learn about diverse and inclusive fashion brands/retailers, by race and Hispanic origin, 2024
- Leverage celebrities and influencers to serve personalized messaging
- What makes consumers shop with specific brands/retailers
- Consumers gravitate toward shopping experiences that allow them to see and express their own identity
- Graph 39: what makes consumers shop with specific brands/retailers, 2024
- Personalization can help level the playing field
- Graph 40: what makes consumers shop with specific brands/retailers – personalization, by generation, 2024
- Diverse models and virtual try-on help consumers better reflect identity
- Graph 41: what makes consumers shop with specific brands/retailers – models used, by key demographics, 2024
- A brand’s internal policies and leadership make a difference
- Graph 42: what makes consumers shop with specific brands/retailers, 2024
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Innovation and Marketing strategies
- Nordstrom partners with Harlem’s Fashion Row to spotlight Black culture
- Anthropologie launches new adapative collection
- Batsheva put women over 40 front-and-center at NYFW show
- Pinterest introduced search by body type feature
- Levi’s promotes Queer joy and celebration with Pride collection
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Appendix
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Market landscape
- Market performance of clothing & accessories
- Category context
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