Gender policies in fashion brands: an approach through mobile applications
DOI:
https://doi.org/10.3145/infonomy.25.010Keywords:
Fashion, Gender, Unisex, LGTBI+, Brand, Mobile applications, Diversity, EqualityAbstract
In recent years, the fashion industry has not only focused on issues related to environmental sustainability but has also become increasingly concerned with matters related to gender representation and social inclusion. In response to a more diverse society, fashion brands have been compelled to reconsider the extent to which they address gender issues, such as through the incorporation of unisex clothing. To explore this topic, this study conducts a content analysis in which a set of indicators is proposed to evaluate the gender policies of fashion brands. These indicators are tested with 40 mobile applications from brands operating in Spain. The results indicate that the most widespread policies are the availability of unisex and LGTBI+ products, while the presence of an informational section explaining gender policies is less common among fashion brands.References
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Copyright (c) 2025 María Sicilia, Mariola Palazón, Lorena Martínez-González
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