DEI representation on Instagram: An analysis of two fast fashion retailers

As fashion retailers have started to emphasize their responsibility in society, the significance of diversity, equity and inclusion (DEI) in the fashion industry has increased. This study explores the DEI commitments made by two fast fashion retailers (i.e. H&M and Zara) to examine whether they uphold and portray their DEI commitments through their Instagram postings by focusing on the following four DEI subcategories: people of colour, size inclusivity, LGBTQIA+ and physical disabilities. The study first analysed each retailer’s DEI statement to determine what claims each retailer makes regarding DEI. The data collection process comprised an examination of Instagram posts during the first week of every month from February 2021 to January 2022 utilizing the National Retail Federation (NRF) 4-5-4 calendar. Researchers collected qualitative/quantitative data and used content/comparative analysis to analyse the data. The findings indicated that representation might not be as equitable as their claims state. Based on the findings of this research, the study provides practical implications for enhancing DEI representation in retailers’ Instagram posts and marketing to facilitate more effective communication. Further, this study contributes to the existing literature on DEI commitments in the fashion industry by highlighting the practices of fast fashion retailers in their Instagram posts and marketing.