British shoppers opt for diverse selection of models in marketing campaigns, says GlobalData

An H&M 2019 campaign for sustainable fashion.

A huge 71% of UK clothing shoppers would like to see retailers and brands use more models of varying shapes and ages in marketing campaigns, proving that despite retailer investment in this area, there is still a long way to go for consumers to feel adequately represented, according to GlobalData, a data and analytics company.

Chloe Collins, Senior Retail Analyst at GlobalData, commented: “Females and males aged 25-44 feel strongly on inclusivity in clothing campaigns, creating a need for retailers targeting these groups to increase their marketing efforts to stay relevant, or risk losing shoppers.”

Although many fashion retailers such as ASOS and New Look have extended their clothing ranges to cater for plus-size, tall and petite shoppers, more retailers must extend this inclusivity to their marketing campaigns. 

PURE LONDON catwalk shows in July 2019 at London Olympia showcased SS20 fashion.

Photo by Lucia Carpio

A model at

PURE LONDON

July 2019.

Photo by Lucia Carpio.

Collins adds: “More than 80% of women across all age groups said they would like to see retailers using more models of varying shapes, meaning retailers such as Topshop and Zara – which only use slim models in their campaigns and fail to offer ranges that serve those over a UK size 18 – must increase their body type representations or risk losing popularity. One retailer that has achieved this is online pureplay PrettyLittleThing, which collaborated with plus size model Ashley Graham, and selected rap artists Lioness and Ms Banks to front its petite and tall collections and a specialised ‘shape’ range that caters for those with hourglass figures.”


Despite significantly fewer males demanding models of varying shapes (56.6% males verses 82.5% females), demand was much higher for males aged 25-44 at 68.6%. 

London-based MOT Models has a division called RETRO in response to latest developments that the post-war baby boomer generation is leading the way in the world of luxury purchases.  Seen here are two of MOT's top models Remco and his father Aad Van Der Linden. 

Photo by Thomas Kettner.

Collins continues: “Menswear retailers serving this age group such as Matalan, H&M and Primark must strive to include a more diverse selection of sizes within their campaigns, as younger brands such as ASOS and boohooMAN have done. They should also follow Nike’s lead by introducing plus-size mannequin’s instore.”


According to GlobalData, greater age inclusivity is just as sought after by clothing shoppers, with 72.1% agreeing that they want a wider range of age groups showcased in marketing campaigns. This surprisingly declines in the over 55s, the age group you would expect to feel the least represented, but this is heavily driven by males. Women in all age groups would like to see more age inclusivity, with 86% of over 45s agreeing, in comparison with 82.6% of under 45s.