In this last decade, the conversation around the representation of racial minorities within fashion and its various mediums has slowly bubbled to the surface. With the film industry starting to place racial minority voices and experiences front and center whilst featuring films that compromise of multi-dimensional individuals from every corner of the diaspora; the fashion industry is visibly falling behind, and its consumers are beginning to notice this. Whilst the industry is only beginning to recognize and address this issue, its consumers are already expecting more, with two-thirds of global consumers are more likely to switch, avoid or worse, boycott brands based on their stance on these issues hence why addressing them is important.
This dissertation aimed to investigate the current state of racial minority representation within fashion media and explore how the implementation of racial minority representation within fashion media could increase customer engagement with brands. It further defined the current state of racial minority representation within fashion media and explored the notion of fashion media, by investigating its history and exploring what can be done to further improve it. It will additionally review the importance of representation to consumers and examine how it affects their loyalty and engagement with brands.