...Veya Seekis; Zali Yager; Karlien Paas Purpose Despite the online shopping trend, many women still prefer in-store experiences for trying on and buying clothes. The body positivity movement endorsed by many brands implies that all women, even those with lower body appreciation, should feel included...

... generalizable results. Practical implications – The findings of this study enable retailers to understand how body image can impact the customers perceptions of their stores and their employees. Marketers and retailers should focus on marketing to Millennial females through more personal approach...

...Pauline Sullivan; Ronald Savitt; Yi Zheng; Yanli Cui Traditional competition across apparel store types reflects the dynamics of market positioning in practice. Previous research found that apparel related purchases accounted for over half of the money rural consumers spent out of town. Research...