Online fashion retailers clinging to the received wisdom that photos of thin models are the most effective way of selling clothes may want to think again, according to a new study examining the impact of size-inclusive model photos.

New research from the University of Bath, University of Groningen and Vrije Universiteit Amsterdam shows a three-fold benefit to online retailers using size-inclusive model photos to showcase their ranges, which would allow customers to better assess the fit and style of the garments for their particular body types.

The study—"One size does not fit all: Optimizing size-inclusive model photography mitigates fit risk in online fashion retailing" was published in Journal of the Academy of Marketing Science.

The researchers found retailers' sales and costs would improve, customers would feel greater satisfaction and inclusivity, and the environment—as well as companies' bottom lines—would benefit as expensive and wasteful clothing returns could diminish. And they challenged the long-held notion that thin models drive sales.

"We have seen some progress in portraying diverse body types—but that is largely restricted to advertising, rather than what the customer sees online when ordering clothes. There are a few honorable exceptions but models online are still very, very thin, as a rule," said Dr. Iina Ikonen, of the University of Bath School of Management and University of Groningen.

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