White gaze in fashion markets

Lena Cavusoglu and Deniz Atik

Chapter 7 in Handbook of Research on Ethnic and Intra-cultural Marketing, 2022, pp 86-101 from Edward Elgar Publishing

Abstract: The fashion industry fails to embrace the culturally diverse world we live in by defining ideal beauty standards based on a narrow segment of the female population and promoting aesthetic homogeneity. Women-of-color and other ethnic groups feel left out from the fashion scene because of the inadequate representation of their appearance. Westernization of fashion and beauty has eroded national beauty standards for women other than Caucasians (Isa and Kramer 2003). As a result, women who fall outside the dominant beauty standards, particularly those who have historically been socially stigmatized (Scaraboto and Fischer 2013), are neglected in the fashion industry. Even though, in the past few years, a new trend towards including women-of-color has been promoted in the fashion world to break the substantial white homogeneity in the fashion industry, these attempts could not surpass the limited representation of racial and ethnic diversity. Through a multi-disciplinary literature review, this chapter explores the historical roots and implications of the homogenization of fashion and beauty for various races and ethnicities.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.elgaronline.com/view/edcoll/9781800880054/9781800880054.00016.xml (application/pdf)
Our link check indicates that this URL is bad, the error code is: 503 Service Temporarily Unavailable

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:20406_7

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Darrel McCalla ().