Brand Strategies: Talent Casting
WGSN: Insight
Explore the role of talent casting in fashion amid rising consumer demands for DE&I. From the plus-sized male market to Gen Z-run talent agencies, we highlight how brands can centre inclusion.
Executive Summary
Inclusive casting strategies are crucial to convert consumers who have more choices than ever. Winning them over will require brands to commit to DE&I holistically.
Opportunity
Talent casting has come a long way but there remains much to be done. According to Vogue Business’s A/W 23/24 size inclusivity report, of the 9,137 looks across 219 shows, 0.6% featured plus-sized models (size US14/UK16) and 95.6% were on size US0-4/UK4-6 bodies. This lack of diversity was criticised by British Vogue’s Edward Enninful, who said the shows were like stepping “into a time machine.” With 70% of US consumers considering DE&I important when making a purchase, businesses need to double down on diversity now.
Need to know
As of 2022, the global plus-sized market was worth $304.9m and is predicted to reach $685.9m by 2030. 52% of the plus-sized market is male, meaning brands are missing out on the opportunity to appeal to this customer base. Meanwhile, considering there are 1.3 billion people living with a disability, comprising about 15% of the global population as the largest minority community, brands should harness this market to win their spend.
key consumers
Consumers will no longer stand for casting that doesn’t reflect society. This is a cross-generational demand as Gen X and Boomers want greater age representation while Millennials, Gen Z and Alphas (the most diverse generation to date) will continue to expect DE&I embedded throughout a brand’s communications.
key trends
Disability Representation
Body Diversity
The Male Plus Sized Market
Alt-agencies
The Virtual Talent Opportunity
