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Les stéréotypes de genre dans l'habillement : le cas des tee-shirts à messages

Author

Listed:
  • Florence Benoît-Moreau

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Eva Delacroix

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Aurélie Floch

    (autre - AUTRES)

  • Elodie Mottis

    (autre - AUTRES)

Abstract

This paper questions the role of marketing strategies in the diffusion and thereinforcement of gender stereotypes, through product offer in the fashion industry. Analysing the visuals of five popular fashion retailers' exhaustive collections of T-Shirts, it reveals significant differences between messages targetting women and those for men, in terms of themes as well as symbols presented. If women are invited to love and feeric world, men are called to action, adventure and travels.

Suggested Citation

  • Florence Benoît-Moreau & Eva Delacroix & Aurélie Floch & Elodie Mottis, 2018. "Les stéréotypes de genre dans l'habillement : le cas des tee-shirts à messages," Post-Print hal-01803622, HAL.
    • Handle: RePEc:hal:journl:hal-01803622
    Note: View the original document on HAL open archive server: https://hal.science/hal-01803622
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    More about this item

    Keywords

    Stéréotypes de genre; Marketing genré; Industrie de la mode; Gender stereotypes; Gendered marketing; Fashion industry;
    All these keywords.

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