Date of Award

2026

Degree Type

Thesis

Degree Name

Master of Science in Textiles, Fashion Merchandising and Design

Department

Textiles, Fashion Merchandising and Design

First Advisor

Jessica Strubel

Abstract

Marginalized bodies such as disabled, plus size/fat, and/or transgender/gender-nonconforming bodies, which this study refers to as “Other Bodies,” have been long ignored and excluded from fashion trends (Barry, 2019). This mixed methods convergent study aims to address the gaps in research when it comes to these Other Bodies’ consumer behavior, purchasing power, and purchase intention to inform business strategies. An online survey collected a total of 176 responses sampled from 7 different strata of Other Bodies (1) “Disabled” = 3, (2) “Plus Size/Fat” = 55, (3) “Transgender/Gender-nonconforming” = 27, (4) “Disabled AND Plus Size/Fat” = 25, (5) “Disabled AND Transgender/Gender-nonconforming” = 22, (6) “Plus Size/Fat AND Transgender/Gender-nonconforming” = 30, (7) ”All three Identities” = 14) and sub-sampling to assess the qualitative samples across participant groups (N = 46). The survey included quantitative questions regarding demographics and validated multi-item scales, Purchase Intention (PI), Willingness-to-Pay (WTP), Shopping Enjoyment, Fashion Involvement, Appearance Schemas Inventory-Revised (ASI-R), and Perceived Behavioral Control (PBC). Qualitative survey questions were open-ended, inquiring about experiences and preferences, specifically around clothing and apparel. Quantitative data was assessed through four total hypotheses, three aligning with the foundations of the Theory of Planned behavior and then in combination with a thematic analysis for the qualitative analysis, to answer the central research questions regarding consumer behavior to leverage into a business roadmap. Results revealed that across all Other Bodies groups, these participants invest in their appearance (ASI-R: M = 3.84, SD = 0.73). The high appearance investment connects directly into willingness to pay as well as results in themes of quality, better fit, and variety in apparel. The differences between Other Bodies were found through a One-Way ANOVA analysis regarding their access to apparel (h2= .202) and themes across qualitative responses explicitly in barriers experienced more closely linked to their identity such as gender-affirming apparel or more accessible features when disabled, but the exclusion and investment in appearance show up across participants. Ultimately showing that these consumers are educated adults with money, they desire to purchase but do not see options for themselves. These results inform a visual business roadmap with real strategies for brands. However, given the broad nature of this study, there are additional recommendations to narrow scope to account for differing barriers related to the different identities and intersections.

Additional Files
Other_Bodies_Consumer_Information_Survey.docx (26 kB)
Other bodies Consumer Information Survey
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Available for download on Saturday, December 05, 2026

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