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Diversity or Authenticity? How Black Consumers Perceive Fashion Representation

Aurore Bardey et al.

International Journal of Market Research2026https://doi.org/10.1177/14707853261423687article
AJG 2ABDC A
Weight
0.50

Abstract

This study investigates how Black consumers perceive their representation in fashion advertising, exploring whether current portrayals reflect authentic inclusion or diversity-washing. Based on semi-structured interviews with 19 Black participants, thematic analysis revealed widespread perceptions of tokenism, conditional visibility, and aesthetic stereotyping. While increased representation was acknowledged, participants stressed that only authentic, culturally resonant portrayals fostered identity affirmation and brand trust. The study advances theory by extending racial congruence theory through the concept of conditional congruence, showing that representation’s impact depends on authenticity and respect. It also refines Social Dominance Theory, illustrating how symbolic inclusion can perpetuate rather than challenge racial hierarchies. Introducing diversity-washing as a distinct construct, the research reframes representation as a moral and relational act, asserting that genuine inclusion requires narrative agency, structural diversity, and cultural respect.

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https://doi.org/https://doi.org/10.1177/14707853261423687

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@article{aurore2026,
  title        = {{Diversity or Authenticity? How Black Consumers Perceive Fashion Representation}},
  author       = {Aurore Bardey et al.},
  journal      = {International Journal of Market Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/14707853261423687},
}

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Diversity or Authenticity? How Black Consumers Perceive Fashion Representation

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.