Consciência de moda tem um importante papel no bem-estar das mulheres plus size

Ana Julia Büttner, Suzane Strehlau

Resumo


Objetivo: identificar como mulheres plus size podem encontrar bem-estar por intermédio da consciência de moda.

Metodologia: realizamos dezesseis entrevistas semiestruturadas, com foto-elicitação para análise de conteúdo.  As entrevistadas eram mulheres obesas ou com sobrepeso, conforme critérios do Índice de Massa Corporal, e foram selecionadas por amostragem bola de neve.

Relevância: a consciência de moda, por desempenhar um papel vital no consumo de moda, pode ajudar as mulheres plus size a encontrarem bem-estar. Também pode promover a inclusão social e o bem-estar positivo para essas mulheres, mesmo dentro de um contexto de violência simbólica.

Resultados: há dois grupos que seguem a lógica do comércio e a lógica das artes: Fatshionistas e mulheres com diploma em Moda. O varejo virtual, juntamente com a consciência de moda, proporciona bem-estar positivo. Lojas especializadas para  mulheres plus size não correspondem ao seu desejo de autoexpressão, e essa segregação causa bem-estar negativo. Apesar do movimento Body Positive, entrevistadas ainda associaram beleza a corpo magro.

Contribuição teórica: agregamos diploma em Moda e consciência de moda aos três gatilhos apresentados por Scaraboto & Fischer (2013).  Embora mulheres plus size sejam invisíveis para muitas marcas de moda, consciência de moda aumenta sua autonomia que promove bem-estar positivo e negativo, por meio do consumo de moda.

Contribuição gerencial: o desenvolvimento do produto deve considerar a antropometria das mulheres plus size. A estratégia de varejo deve introduzir o plus size nas lojas físicas dentro do mercado tradicional, para diminuir a ilegitimidade desses consumidores e a violência simbólica.


Palavras-chave


Plus size; Consumo de moda; Consciência de moda; Bem-estar; Método qualitativo

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DOI: https://doi.org/10.5585/remark.v21i3.19611

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