Adapting marketing strategies in the Fashion Industry: From Body Shaming to Body Positivity.

The evolution of beauty canons has profoundly influenced body image perception and marketing strategies in the fashion industry. This research explores this evolution, analyzing the historical trends that have shaped the concepts of beauty over the centuries. It goes through the phenomenon of body shaming and its impact on contemporary society. It examines its origins, manifestations and consequences on the individual, highlighting the importance of promoting a culture of acceptance and respect for physical diversity. The focus then shifts to the crucial role of marketing in the fashion industry and its influence on consumer perception. It highlights the strategies used by companies to promote ideals of beauty, adopting inclusive and diversity-respecting approaches to create a positive impact on the public. Particular attention is paid to the transition of companies from practices traditionally influenced by body shaming to a different, more inclusive perspective, in line with the growing movement of body positivity. Finally, through an empirical analysis, it becomes clear how companies have already adapted and are still adapting to this step. Through the analysis of case studies and practical examples of innovative marketing strategies, it is highlighted how companies are responding to consumer needs, promoting a more inclusive and positive representation of the human body.