MORE THAN JUST CURVY: THE CONSUMER EXPERIENCE OF PLUS SIZE BRAZILIAN WOMEN IN FASHION RETAIL

Abstract

Considering the growing relevance of the strategic role of the experimental perspective for organizations, this paper investigates the concept of consumer experience, from the perspective of female plus size fashion consumers. This is a qualitative study, in which 22 interviews were conducted. The results were analyzed using thematic content analysis, resulting in five thematic categories: experience before consumption; buying experience; product experience, plus size fashion experience, and consequences of the consumer experience. The main findings show the urgent need to adapting items of clothing to suit the physical and psychological needs of this target market, the influence of sales assistants’ attitudes, the ambience of the stores, the strengthening of plus size fashion, and the impacts of the consumer experience on the self-esteem and acceptance of overweight women. As a major outcome, the identification of the five dimensions of consumption experience for plus size fashion can act as a useful starting point for future investigations, and for the theoretical and empirical advance of the field.