The role of marketing strategies in the maintenance of gender stereotypes in the French fashion industry: Analysis of print T-shirts and consumer’s perception

Abstract

This study explores the role of marketing in reinforcing gender stereotypes in the adult ready-to-wear sector in France, through the analysis of print T-shirts and consumer perceptions. A total of 200 adult T-shirts from 12 popular French fashion retailers were selected for analysis. A detailed examination of messages, images, and colors reveals disparities between men and women. Men are often depicted as encouraged to be their best selves and to explore the world through themes such as sport, adventure, or the urban environment. In contrast, women are often confined to an idealized and superficial world where relationships, physical appearance, and emotions take priority.

The analysis also indicates that gender stereotypes on T-shirts are specific to the adult segment and to French culture. Interviews were conducted with 7 individuals, including 4 women and 3 men aged 15-74, to analyze their perception of gender stereotypes on T-shirts. The analysis revealed that three factors influence this perception: the individual's gender, the individual's attitudes towards gender roles, and the individual's age.

This research serves as a continuation of previous studies on gender marketing, and the findings underscore the importance of marketing strategies being aware of their effects on social representations of gender roles.