Luxury Fashion Brands and Women: A Comparative Analysis Between Brands and Consumers on Instagram

https://doi.org/10.51698/tripodos.2021.50p17-35

This study examines how luxury fashion brands and luxury fashion brand hashtags that consumers use in their posts portray women on Instagram. The study was framed by sexual objectification theory (physical presentation, body display, sexually suggestive poses, and feminine touch) and sexism stereotypes (women in traditional roles such as dependent, caretaker, decorative and sexual object). This study examines 700 Instagram posts, 350 from top luxury fashion brands, and 350 from consumers. Young and skinny women’s images dominate Instagram posts created by luxury fashion brands, while consumers are older and fit. Unexpected results show that luxury fashion brands feature women less sexually desirable, with less sexually suggestive poses and fewer sexist stereotypes than consumers.