Hur representeras genus i webbshoppen på klädföretaget I Can I Will? : En kvantitativ och kvalitativ analys med fokus på kroppspositivitet

Sammanfattning: This paper uses a quantitative and qualitative approach to analyze whether the Swedishfitness clothing brand I Can I Will’s representation in their online shop corresponds with theirspoken concept of being a brand for everyone who works out regardless if you are training togain strength, change your looks or just because you enjoy it. The quantitative analysisinvestigates the models length compared to height statistics around the world, and theirclothing size relative to social norms about the ideal body. The qualitative analysis is basedon examining visual signs such as eye contact, body language, posture and fitting of clothing.These components are analyzed through a body positivity and gender perspective, usingtheories about representation, body positivism, the ideal body, gender roles, male gaze,advertising and commodities.Findings suggest that there is a lack of representation of different bodies in I Can I Will’sonline shop. The male models are exclusively tall and muscular and the female models aremostly thin or slim. The few times female representation of a larger size occurred, the modelsstill had the, according to society, ideal body. In the visual analysis, there was nothing thatcould be perceived as norm breaking as all of them are following the social structured genderroles. To summarize, the clothing companies representation does not correspond with itsspoken concept of addressing everybody who wants to train regardless of their looks, it seemslike they only like to address tall and already well-trained men and mostly slim women with abody shape where breasts and hips are wider than their waist.