Reference no: EM133184180

Plus-sizes for women's apparel (14 and up) account for 67% of US women and that is an $18 Billion annual market in the US. Eloquii and Lane Bryant, with more than 800 stores says it's ok to be a plus size and stylish, too. This is in contrast to the media attention to a stereotype that looks very different than a plus size. Is this beauty myth changing? After reviewing the case, please answer the following questions:

1. Explain the success of Eloquii and Lane Bryant in relation to self-concept, self-esteem and self-consciousness. How can the plus-size industry leverage what we know about consumer behavior to address self-esteem issues? Be sure to address the unique challenges facing the plus-size brands in today's marketplace.

2.Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? Find two recent articles or examples that illustrate these changes.

3. How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our society continues to place on thinness (as evidenced by the billions we spend on diet products, exercise and so on)? Given the health problems associated with obesity (heart disease, diabetes, etc.) should the industry continue to encourage this acceptance? What role is social media playing in this issue?

Three paragraph or more and list references.