E-inclusion: How digital contribute to include stigmatized customers– The case of modest and plus-size fashion[« E-INCLUSION » : Comment le digital contribue à l'inclusion des consommateurs stigmatisés -Le cas de la mode modeste et de la mode grande taille]

The aim of this research is to understand the fashion market and particularly the issues that may encourage or hinder marketing practitioners to offer specific collections towards stigmatized consumers such as Muslim women or overweight women. Using interviews with managers, point-of-sale observations and secondary data collection, we show that managers face many barriers in this stigmatized market and how they try to bypass them through adjusted strategies. We introduce the digital marketing strategy of "E-inclusion" which consists of offering specific products online to stigmatized consumers, in order to reduce their feeling about lack of inclusion.