Les stéréotypes de genre dans l'habillement: le cas des tee-shirts à messages

Florence Benoît-Moreau, Eva Delacroix, Aurélie Floch and Elodie Mottis
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Florence Benoît-Moreau: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Eva Delacroix: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Aurélie Floch: autre - AUTRES
Elodie Mottis: autre - AUTRES

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Abstract: This paper questions the role of marketing strategies in the diffusion and thereinforcement of gender stereotypes, through product offer in the fashion industry. Analysing the visuals of five popular fashion retailers' exhaustive collections of T-Shirts, it reveals significant differences between messages targetting women and those for men, in terms of themes as well as symbols presented. If women are invited to love and feeric world, men are called to action, adventure and travels.

Keywords: Stéréotypes de genre; Marketing genré; Industrie de la mode; Gender stereotypes; Gendered marketing; Fashion industry (search for similar items in EconPapers)
Date: 2018-03
New Economics Papers: this item is included in nep-hme
Note: View the original document on HAL open archive server: https://hal.science/hal-01803622v1
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Published in 4eme Journée de Recherche en Marketing du Grand Est, Mar 2018, Mons, Belgique

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01803622

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