Idag pågår en diskussion om huruvida en typ av konsumenter exkluderas i modeindustrin och möjligheterna kring att få en bredare inkludering av större storlekar och varierande kroppstyper i modebranschen. Tidigare studier som har utförts på kvinnor med större storlek visar att det finns stora svårigheter att kunna visa upp och vara sitt sanna jag när det normativa modet och samhället inte tillåter det. Syftet med denna studie är att undersöka vilka praktiker som upplevs vara exkluderande och hur dessa hanteras. Forskningsfrågorna är: Vilka praktiker uppfattas som exkluderande av konsumenter?, och Hur hanterar konsumenten de identifierade exkluderingspraktikerna? Studiens teoretiska ramverk är baserat på begreppen exkludering, rutin och shopping som praktik från praktikteorin. Denna studie grundar sig i en kvalitativ forskningsmetod med en insamling av semistruktuerade intervjuer vilka är centrala för att fylla studiens syfte. Urvalet består av 10 kvinnor med storlekarna 44-54 i åldrarna 21-55, som ger en övergripande bild av olika upplevelser. Resultatet utgår från en matris som identifierar exkluderingspraktiker inom 4 olika teman som upplevs av konsumenten: (1) fysisk butik, (2) utbud & sortiment, (3) kategorisering och (4) marknadsföring. Resultatet visar att samtliga respondenter har upplevt storleksexkludering och hanterar det främst genom att bojkotta företag som exkluderar och handlar online. De likheter diskussionen fastställer mellan tidigare forskning och denna studie är att större storlekar har ett begränsat utbud och att designen skiljer sig från ordinarie sortiment. En exkluderingspraktik som tidigare studier inte har uppmärksammat är att konsumenterna med större storlekar har begränsade möjligheter till att vara hållbara konsumenter. Avslutningsvis bidrar studien med en sammanställning av tidigare forskning samt tillämpning av nya infallsvinklar. Den bidrar med förståelse till vilka praktiker konsumenten upplever som exkluderande och hur företagen påverkas av det. Samt vetskap om att det finns en köpstark och outnyttjad konsumentgrupp. De begränsningar som studien innefattar är att den yngre och äldre målgruppen inte undersöks, samt att studien enbart utgår från den kvinnliga marknaden. Eftersom denna studie undersöker den kvinnliga modemarknaden i åldrarna 20-55 år, är förslag för vidare forskning att studera den manliga modemarknaden för att bidra till en förändrad och mer inkluderande modeindustri för fler människor. / Today, there is a discussion about whether one type of consumer is excluded in the fashion industry and the possibilities of getting a broader inclusion of larger sizes and varying body types in the fashion industry. Previous studies that have been conducted on women of larger sizes show that there are great difficulties in being able to be their true selves when normative fashion and society do not allow it. The purpose of this study is to investigate which practices are perceived to be exclusive and how these are handled. The research questions are: Which practices are perceived as excluding consumers?, and How does the consumer handle the identified exclusion practices? The study's theoretical framework is based on the concepts of exclusion, routine and shopping as practice from the practice theory. This study is based on a qualitative research method with a collection of semi-structured interviews which are central to fulfilling the purpose of the study. The selection consists of 10 women with sizes 44-54 aged 21-55, which gives an overview of different experiences. The result is based on a matrix that identifies exclusionary practices within 4 different themes experienced by the consumer: (1) physical store, (2) supply & assortment, (3) categorization and (4) marketing. The results show that all respondents have experienced size exclusion and deal with it mainly by boycotting companies that exclude and shop online. The similarities the discussion establishes between previous research and this study are that larger sizes have a limited range and that the design differs from the regular assortment. An exclusionary practice that previous studies have not noticed is that consumers with larger sizes have limited opportunities to be sustainable consumers. Finally, the study contributes with a compilation of previous research and the application of new approaches. It contributes to an understanding of which practices the consumer perceives as exclusive and how companies are affected by it. As well as knowledge that there is a strong and unreached consumer group. The limitations which the study includes are that the younger and older target group is not examined, and that the study is only based on the female market. As this study examines the female fashion market between the ages of 20-55, the proposal for further research is to study the male fashion market to contribute to a changing and more inclusive fashion industry for more people.

This paper uses a quantitative and qualitative approach to analyze whether the Swedishfitness clothing brand I Can I Will’s representation in their online shop corresponds with theirspoken concept of being a brand for everyone who works out regardless if you are training togain strength, change your looks or just because you enjoy it. The quantitative analysisinvestigates the models length compared to height statistics around the world, and theirclothing size relative to social norms about the ideal body. The qualitative analysis is basedon examining visual signs such as eye contact, body language, posture and fitting of clothing.These components are analyzed through a body positivity and gender perspective, usingtheories about representation, body positivism, the ideal body, gender roles, male gaze,advertising and commodities.Findings suggest that there is a lack of representation of different bodies in I Can I Will’sonline shop. The male models are exclusively tall and muscular and the female models aremostly thin or slim. The few times female representation of a larger size occurred, the modelsstill had the, according to society, ideal body. In the visual analysis, there was nothing thatcould be perceived as norm breaking as all of them are following the social structured genderroles. To summarize, the clothing companies representation does not correspond with itsspoken concept of addressing everybody who wants to train regardless of their looks, it seemslike they only like to address tall and already well-trained men and mostly slim women with abody shape where breasts and hips are wider than their waist.