Fashion economics

The economic principle I’m exploring is “When in scarcity of something, how do people choose what to buy?”
 My research question to help me study the economic principle is “How does being closed minded affect sales?”
The article published in Elle titled “Trans Model Geena Rocero to VS: I Can Sell “Fantasy” Just Fine, Thank You Very Much” demonstrates this economic principle by showing How Transphobia affects sales, How what you say on a big platform reaches many people, and how inclusivity is the now now. First, Just within the week of 11-12-18, Chief Marketing Officer Ed Razek made incredibly Transphobic comments, and when this got out to the public, the backlash was huge. Many people, not just the Trans community, felt incredibly offended over his remarks of how Transgender women could never model their lines because “they just can’t sell Fantasy”. A well known Trans model by the name Geena Rocero fired back on her instagram posts about how it has always been hard to be a model in such a competitive industry, but she, a trans woman, has made it to the top. It isn’t impossible, and it’s not that they don’t have “the look”, Rocero remarking that “[She] can sell a 10 million dollar hair flip” just fine, it is that these big companies simply refuse to watch their mouths and see what customers really want.
Second, After these words left Razak's mouth, of course it spread like wildfire. And it makes them look incredibly bad. They don’t realise that the new customer is now the new generation, one which is for the most part very inclusive and pushing for realistic representation. They need to realise that because they are a big company, they hold a lot of influence, each word they put out is amplified and heard by hundreds. As the article puts it, “The show is televised globally, so it's one of the biggest platforms you can think of when it comes to a model's exposure”. For those who know better, they will fight back and prove Victoria’s Secret wrong, but for those younger who are in the LGBT community, this is a shot fired directly at them. It harms mental stability. Already there is not nearly enough representation in big companies, but to have your group directly attacked, it’s something that stays with you for a long time and hinders self esteem.
Third, the biggest thing companies like Victoria’s Secret need to learn, it’s that being inclusive is the key. While they have slowly started including more women of colour, it is not nearly enough. Including only one group really erases a giant section of consumers, “It's a complete erasure of a big demographic—not just for a trans person, but plus-size models, and the average American size is 16”.