t h e s h a p e r e p o rt
Australian and New Zealand Market Research March 2011
Revealing what men and women think
about women’s bodies
SHAPE SENSATION
THE ART OF SHAPING
1
March 2011
CONTENTS
e x e c u t i v e S U M M A RY .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.0
Body Size............................................................................................ 4
1.1 Size Of The Average Australian/New Zealand Woman . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.2 What Size Are Australian/New Zealand Women? . . . And What Size Do They Want To Be?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
1.3 Bra Size Comparisons. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.0
Body Shape......................................................................................... 8
2.1How Happy Are Women With Their Bodies?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2.2 Who Is Happy With Their Body?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
2.3 Do Women Want To Have A Different Body Shape?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
2.4How Satisfied Are Australian/New Zealand Women With Their Appearance? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
2.5How Do Men Describe Women’s Bodies?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
2.6 Body Types – How Triumph Defines A Woman’s Shape. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
2.7 Body Types – Women Put Themselves In The Picture. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.8 What Do Men Like About The Shapes?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
2.9 What Do Women & Men Want To Change About Women’s Bodies?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
2.10 What Factors Improve A Woman’s Overall Appearance?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
2.11 What Makes A Woman Feel Good?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
2.12 When Is The Best Age For A Woman’s Body?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
2.13How important Is Body Image? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
2.14 What Do Men Admire In A Woman?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
2.15 Who Do Women Dress Up For? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
3.0
B o o bs an d bras . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.1How Happy Are Women With Their Breasts? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.2 What Do Women Think About Their Breasts? (And What Do Men Think?). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.3Attitudes Towards Cleavage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4 Female And Male Attitudes To Why Women Wear A Bra. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.5Some Interesting Insights Into Women’s Lingerie Habits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
3.6How Women Feel About Shapewear. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
3.7How Men Feel About Shapewear. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
3.8 Would Women Consider Breast Surgery? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
4.0
w o m e n i n t h e m e d i a . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
4.1 Which Celebrity Portrays A Positive, Confident Body Image?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
4.2How Women Feel They Are Portrayed In The Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
4.3How Men Feel Women Are Portrayed In The Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
4.4 What Is The #1 Issue Surrounding Women’s Bodies in Australia And New Zealand Today. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
4.5 What Women Think . . . Some Issues And Opinions From Our Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
5.0
i n t e rna t i o na l c o m p ar i s o ns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
5.1How Does Australian And New Zealand Women Compare To Their Counterparts Around The World?. . . . . . . . . . . . . . . . . 40 – 42
CO N CLU S IO N S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 3
Australian and New Zealand Market Research March 2011
2
The Shape Report
E X E C U T I V E S U M M A RY
R e s e ar c h P u r p o s e
Identify the size of the typical Australian and New Zealand woman.
To gain a uniquely Australian and New Zealand perspective on
women’s bodies . . . from a male and female perspective, and draw
international comparisons.
To identify what proportion of women fit into each of the classical
body shapes . . . and which shapes are preferred by men!
Get an up-to-date assessment of how Australian and New Zealand
women feel about body issues and how they are portrayed in the media.
R e s e ar c h M ETHOD
Online research with 1,100 females and 535 males across Australia
and New Zealand.
Sample was representative of the total population by state and age.
Females who qualified to take part in the research:
• Were aged between 18 and 55 years
• 72% were in a relationship, 12% were looking for love and 16% were happy to be single
• 60% had children
All males who qualified to take part in the research:
• Were aged between 18 and 55 years
•Had a female partner
• 60% had children
Research was conducted between 8th and 23rd November 2010.
3
March 2011
1.0
Body Size
4
The Shape Report
1.1
Size Of The Average Australian/ New
Zealand Woman
110
HEI G HT I N F EET
EXT
O R
B E
ES M
E E
100
ES
B
O
R WEI
G
HT
80
LTH
Y
WEI
G
70
HT
OVE
A
60
WEI
G
HT
HE
N
DE
R
50
U
WEI G HT I N K ILO S
E
90
1.36
1.52
1.68
1.84
2.00
Based on self-
HEI G HT I N M ET R E S
reporting, the
average Aus/NZ
woman is 164cm
and 74kg. This
falls within the
‘overweight’
category of BMI.
5
March 2011
Size 6
3
6
11
Size 8
20
Size 12
Size 14
12
N OR M A L LY B U Y
W O U L D L I K E TO B U Y
Size 16
Size 20
Size 22 or above
20
19
Size 10
Size 18
M A LE S • P A R T N E R ’ S S I Z E ?
FEMALES • OWN SIZE
1.2What Size Are Australian/New Zealand Women
. . . And What Size Do They Want To Be?
31
24
18
12
5
Size 6
11
Size 8
14
Size 10
21
Size 12
14
Size 14
10
Size 16
8
2
4
Size 18
4
Size 20
6
Size 22 or above
5
10% DON’T
KNOW
3
4
ESTIMATE PARTNER IS SIZE 12
ESTIMATE AVERAGE WOMAN IS SIZE 12 - 14
AVERAGE SIZE IS 14
PREFERRED SIZE IS 10
Based on self reporting, 48% of women are size 14 or above but 57%
would like to be no more than a size 10.
Men are quite accurate at estimating the dress size of their partner.
6
The Shape Report
A
9
22
B
26
C
14
DD
E
5
F
3
G
50% OF MEN
KNOW THEIR
PARTNER’S
BRA SIZE
19
D
1
SIZE
CUP S I Z E
1.3 Bra Size Comparisons
10
16
30
12
Single most popular
sizes are:
14
22
14
16
12B, 12C, 14C,
14D, 10B
7
18
8
20+
8
March 2011
2.0
Body Shape
8
The Shape Report
2.1How Happy Are Women With Their Body
Shape?
FEMALES ARE YO U HAPPY WITH
YO UR BODY SHAPE?
YES
WOMEN ARE TOO HARD ON
THEMSELVES!
NO
Only 30% of women are
happy with their body shape
and men know this, yet 79%
of males enjoy their partner’s
body shape.
MALES ARE YO U HAPPY WITH YO UR
PA R T N E R’ S B O D Y S H A P E ?
MALES I S Y O U R PA R T N E R H A P P Y W I T H
HER BODY SHAPE?
NO
YES
NO
YES
9
March 2011
2.2Who Is Happy With Their Body?
Women in a relationship are happier with their
bodies compared to those who are looking for love
(32% vs. 24%)
Women who haven’t
had children are
happier with their
bodies, compared to
women who have.
(35% vs. 28%)
NZ women are
happier with
their bodies than
Australian women
(35% vs. 30%)
18 - 24 year olds are least likely to want to change their body
shape (although it’s still high at 73%) compared to 40+ year olds
(85% want to change their body shape)
10
The Shape Report
2.3
Do Women Want To Have A Different Body
Shape?
The majority
of women
would like
to change
their body
shape
11
March 2011
2.4How Satisfied are Australian/New
Zealand Women With Their Appearance?
It’s important that
your partner finds you
attractive
Women thinks it’s
important that their
partner finds them
attractive
You’re satisfied with
your overall appearance
Women are generally
satisfied with their
overall appearance
F E M A L ES
M A L ES
12
The Shape Report
Men and women
agree . . . That
women think it’s
important their
partner finds them
attractive . . . and
yet they are not
satisfied with their
appearance.
2.5How Do Men Describe Women’s Bodies?
F E M A LE S • OW N S I Z E
Skinny
Ty p ic a l Au s / N Z w o m a n
P a rt n e r
5
3
Slender
14
18
Normal
Average
24
9
4
Voluptuous
10
2
2
4
Overweight
Just right
45
22
Large
Fat
25
1
7
6
47% of men describe their partner as normal or average, 26% as large, voluptuous
or overweight and 19% as slender or skinny.
Men perceive that there are more larger sized women around - 34% say
that women in general are large, voluptuous, fat or overweight. However, the
percentage of their own partners who fall into this category is 26%. Men see their
partners with rose-coloured glasses!
13
March 2011
2.6 Body Types –
How Triumph Defines a Woman’s Shape
BOTTICELLI
Beautiful Botticellis are bottom heavy. So you’re
bigger around the hips and bottom than the bust
region
DA VINCI
Divine Da Vinci have a shape that features classic
lines. You’re pretty much straight up and down, giving
you an elegant form
MATISSE
Your narrow shoulders and hips make you a
magnificent Matisse. You may have a wider midriff
and carry some weight in your upper legs
RAPHAEL
The gorgeous figure of a Raphael is bigger up top
with broad shoulders and/or buxom bust and a
comparatively smaller waist and hips
REMBRANDT
Do you have a smaller waist but with a fuller bust
and bottom? Lucky girl, you’re blessed with a
Rembrandt body.
RUBENS
Rubens have been the muse of many an artist. You’re
well proportioned and carry your weight around
your midsection.
14
The Shape Report
2.7 Body Types –
Women Put Themselves In The Picture
FEMALES – WHICH SHAPE BEST REPRESENTS YOUR BODY?
REMBRANDT • 14%
BOTTICELLI • 15%
29% of males find this
appealing
4% of males find this
appealing
RAPHAEL • 7%
RUBENS • 26%
35% of males find this
appealing
4% of males find this
appealing
MATISSE • 17%
Da VINCI • 21%
6% of males find
this appealing
25% of males find this
appealing
Women self-classify as Rubens, Da Vinci then Matisse.
Men like Raphael, Rembrandt then Da Vinci.
15
March 2011
2.8What Do Men Like About The Shapes?
Raphael is liked for her large breasts and slim build and
is described as sexy, athletic, and well proportioned.
Rembrandt is liked for her hourglass figure and is
described as well proportioned and curvy.
Da Vinci is described as ‘normal’, slender and healthy.
16
The Shape Report
2.9What Do Women And Men Want To
Change About Women’s Bodies?
FEMALES • WHAT WOULD YOU MOST LIKE TO CHANGE?
Stomac h
47
Th ig h s
17
B u st
10
B ottom
6
Legs
6
Waist
4
Arms
2
S omet h in g el s e
5
N ot h in g at all
3
MALES • WHAT WOULD YOUR
PARTNER MOST LIKE TO CHANGE?
Stomach
MALES • WHAT WOULD YOU LIKE TO
CHANGE ABOUT YOUR PARTNER?
Stomach
37
11
Thighs
Bust
26
Thighs
7
Bust
17
Bottom
Stomachs are
the biggest
‘problem area’
for women and
men recognise
this . . .
Although not to
the extent that
women worry
about it.
13
Bottom
13
9
Legs
4
Legs
4
Waist
4
Waist
4
Arms
Something else
Nothing at all
Arms
2
Something else
3
2
3
9
Nothing at all
17
March 2011
32
2.10 What Factors Improve A Woman’s
Overall Appearance?
W h a t w o m e n t h ink
W h a t m e n t h ink
50
40
33
30
30
20
25
19
17
18
14
10
10
6
6
0
6
7
5
4
2
NutritionExercise
Clothes
Make-UpSkincareHair UnderwearSpray tan or products
removalSuntan
Men and women agree that nutrition and exercise have the greatest impact on a
woman’s appearance. Men are twice as likely to also mention make-up and skin care
as important.
18
The Shape Report
2.11What Makes A Woman Feel Good?
F E M A L ES
M A L ES
72
Having hair and make-up done
61
14
Beautiful underwear
20
Great pair of heels
4
6
Something else
10
14
19
Clothes, being healthy, being
happy, being given compliments
March 2011
2.12When Is The Best Age For A Woman’s Body?
At what stage of
life did you feel
most comfortable
with your body?
18 -24
years
25 - 29
years
30 -39
years
40-49
years
50-55
years
Teens
54%
37%
17%
10%
9%
8%
In your 20s
46%
59%
56%
44%
46%
37%
In your 30s
-
4%
27%
27%
21%
25%
In your 40s
-
-
-
19%
8%
16%
In your 50s
-
-
-
-
2%
14%
A woman in her 20s is thought to be most
comfortable with her body.
20
The Shape Report
MEN
2.13How Important Is Body Image?
STATEMENT:
Body shape and
image is much more
important in your
teens and 20s
18 -24
years
25 - 29
years
30 -39
years
40-49
years
50-55
years
Agree
85%
73%
63%
60%
66%
Disagree
15%
27%
37%
40%
34%
18-24
years
25-29
years
30-39
years
40-49
years
50-55
years
Agree
50%
50%
47%
42%
46%
Disagree
50%
50%
53%
58%
54%
STATEMENT:
As soon as they turn
40, women are much
more accepting about
how they look
90%
of men
agree
70%
of men
agree
Younger women believe they place more importance on body shape and image
and that by the time they reach their 40s they will be more accepting of how they
look. Older women are less likely to agree!
21
March 2011
2.14 What Do Men Most Admire In A Woman?
We asked all respondents what traits do men most admire in women
46
A large bust
W h a t w o m e n t h ink
W h a t m e n t h ink
36
24
A great personality
32
12
Long Legs
11
12
A sense of humour
11
6
A well rounded bottom
10
Women know that men admire a large bust, but they underestimate the importance
of a great personality.
22
The Shape Report
2.15 Who Do Women Dress Up For?
To feel good about
themselves
To attract the attention
of men
To compete with other
women
W h a t w o m e n t h ink
W h a t m e n t h ink
When women make an effort to dress up, it’s to make them feel good about
themselves . . . and men recognise this.
23
March 2011
3.0
Boobs and Bras
24
24
The Shape Report
3.1How Happy Are Women With Their
Breasts?
M A LE S • I S
YOU R P A RT N E R
H A PP Y WITH HE R
BREASTS?
F E M A LE S • A R E Y OU H A PP Y
WITH Y OU R B R E A S T S ?
MALES • ARE YOU
HAPPY WITH YOUR
PARTNER’S BREASTS?
AGAIN, WOMEN ARE TOO HARD ON THEMSELVES! Only 56% of women are
happy with their breasts and men know, yet 83% of males have no complaints!
25
March 2011
3.2What Do Women Think About Their
Breasts?
FEMALES • HOW DO YOU FEEL ABOUT YOUR BREASTS?
They look great in the
right bra
78
They are just right
44
They are the wrong
shape
29
24
They are too small
They are too large
20
MALES • HOW DOES YOUR PARTNER
FEEL ABOUT HER BREASTS?
They look great
in the right bra
They are too
large
81
They are just
right
52
They are the
wrong shape
They are too
small
They look great
in the right bra
70
They are just
right
MALES • HOW DO YOU FEEL ABOUT
YOUR PARTNER’S BREASTS?
74
They are the
wrong shape
25
They are too
small
24
They are too
large
22
16
12
8
We all agree – the right bra makes all the difference! And more proof that men
like their partner’s breasts more than she does.
26
The Shape Report
3.3
Attitudes Towards Cleavage
W h a t w o m e n t h ink
W h a t m e n t h ink
89
If a woman is showing cleavage
she should accept it will be
looked at by men & women
92
62
It is never acceptable to show
cleavage at work
30
Large breasts and cleavage
are a key to a woman feeling
feminine
31
40
22
It’s acceptable to show cleavage
at any time of the day and any
occasion
52
These days women wear
clothes that are too revealing
52
Once a woman is over 40 it’s
unacceptable for her to show
cleavage and too much flesh
21
Men are far more liberal when it comes to
women showing cleavage.
27
March 2011
Men only
responses
3.4 Female And Male Attitudes To Why
Women Wear A Bra
W h a t w o m e n t h ink
W h a t m e n t h ink
85
83
Bras are a vital part of any
outfit
78
Wearing a great bra makes
you feel more confident
Wearing a great bra makes
you feel more attractive
75
Always wear a bra
75
80
Wear a bra for modesty
and security
73
Would feel uncomfortable
if not wearing a bra
73
A beautiful bust is
important
73
78
85
Only wear a bra when you
need one
63
Wear a bra out of habit
62
It’s important to wear a
sexy bra when others can
see it
55
Wear a bra to enhance or
push up breasts
54
66
78
17
Wear a bra to attract
attention
44
13
Wear a bra as a fashion
statement
Wear a bra to receive
compliments
5
17
Significant difference between males and females
28
The Shape Report
3.5
Some Interesting Insights Into Women’s
Lingerie Habits
When summer comes, women
pay more attention to their
lingerie wardrobe
76
Women seek underwear that
makes their bodies look better
74
Women will buy new underwear
to go with a new outfit.
37
You’ve had a Bridget Jones
moment - wearing the wrong
underwear at the wrong time
29
You have “lucky “ underwear
14
29
March 2011
Highest for 50-55 year
olds at 34%
3.6How Women Feel About Shapewear
Shapewear is great for giving
you a smoother silhouette
90
You wish shapewear looked pretty
and sexy like other underwear
78
Shapewear should come in a
wider range of colours
76
Wearing shapewear makes you
feel more confident
75
Wearing shapewear makes you
feel more attractive
68
Shapewear is uncomfortable to
wear but the end result is worth it
54
42% OF
WOMEN HAVE
BOUGHT
SHAPEWEAR
30
The Shape Report
3.7
How Men Feel About Shapewear
Wearing shapewear makes
women feel more confident
86
Wearing shapewear makes
women feel more attractive
86
Shapewear is great for giving
women a smoother silhouette
85
You wish shapewear looked pretty
and sexy like other underwear
72
Shapewear is ugly but you
understand why women wear it
64
Shapewear is uncomfortable for
women to wear but the end result
is worth it
50
I would hate to discover my that
my date was wearing shapewear
44
Shapewear is a turn off for men
43
ONLY 18% OF
MEN THINK
THEIR PARTNER
HAS BOUGHT
SHAPEWEAR
31
March 2011
3.8
Would Women Consider Breast Surgery?
Yes - to increase the
size of the breasts
MEN OVERESTIMATE THE
H
EXTENT TO WHIC
WOMEN ARE
PREPARED TO GO
UNDER THE KNIFE
R
TO CHANGE THEI
BREASTS.
Yes - to decrease the
size of the breasts
W h a t w o m e n t h ink
W h a t m e n t h ink
More men think that women want to go under the knife to change their breasts.
32
The Shape Report
4.0
WOMEN IN THE MEDIA
33
March 2011
4.1 Which Celebrities Portray A Positive,
Confident Body Image?
W h a t w o m e n t h ink
W h a t m e n t h ink
15
15
Megan Gale
15
Beyonce
13
14
Jennifer Aniston
17
13
Helen Mirren
9
10
10
Jennifer Lopez
9
Magda Szubanski
6
8
Sarah Murdoch
6
7
Scarlett Johanssen
12
7
The Kardashians
Stephanie Rice
6
2
7
34
The Shape Report
4.2 How Women Feel They Are Portrayed
In The Media
There are still double standards
in the way men and women are
judged on physical appearance
94
Women feel pressure to look good
91
European women are much more
confident about their body shape
and image than Aus or NZ women
78
Curvier bodies are being
celebrated more
71
Being thin is still the ideal shape
67
There is a great range of
underwear available for women of
all shapes and sizes
64
Plus size models are good but
you still like to look at clothes on
traditional size models
61
Designers really understand
women’s bodies and make
underwear for today’s women
47
Women are portrayed much more
realistically in advertising
31
35
March 2011
4.3 How Men Feel Women Are Portrayed
In The Media
There are still double standards
in the way men and women are
judged on physical appearance
89
Women feel pressure to look good
86
Curvier bodies are being
celebrated more
84
Women place far too much
emphasis on body shape and how
much they weigh
84
Men admire good looking women,
regardless of their weight or body
shape
84
Men find it irritating how women
obsess about their weight and
body shape
79
Men don’t care about weight and
the body shape of women as
much as women do
73
European women are much more
confident about their body shape
and image vs. Aus or NZ women
68
There is a great range of
underwear available for women of
all shapes and sizes
64
45
Being thin is still the ideal shape
Women are portrayed much more
realistically in advertising
33
36
The Shape Report
4.4 What Is The #1 Issue Surrounding
Women’s Bodies In Australia And New
Zealand Today
THe re-sounding issues are:
The weight debate/being overweight/the obesity crisis.
The pressure to stay thin, that too many women are
overweight and the many health issues resulting from this
Societies acceptance of different body shapes and
ageing
The media’s preference for size 8 models and using size
12-14 models as “plus size”
Feeling confident about yourself and your body
37
March 2011
4.5 What Women Think . . . Some Issues And
Opinions From Our Respondents
“Being accepted for having a normal sized body and being
comfortable and accepting and accepted for being NORMAL.”
“Even though there are realistic sized models and clothes ranges
out there it is still hard to find economical clothing that makes us
feel good about our bodies.”
“The way that unrealistic images of perfect women with photos
that are airbrushed is shoved down our throats constantly.”
“Feeling overweight and unattractive in general.”
“Young women don’t seem to care about showing rolls of fat
which not only looks awful it is very unhealthy.”
“There are a lot of extremely overweight people around which is
very unhealthy and reflects badly on themselves, the community
and the country.”
“We are told thin is best, we are not confident.”
“I believe the number one issue is not accepting the natural
changes in shape and size that comes with ageing. Larger hips
and waists, dry skin and white hair seem to be avoided at any
cost – as if it were possible.”
“The constant pressure on women and social expectation for us
to be thin, fit, toned, beautifully presented, intelligent, ambitious
and fashionably dressed at all times.”
“I hate buying lingerie because of my figure. And I only buy it
when I receive a voucher for my birthday or Christmas. I believe
it is still all made for smaller women.”
38
The Shape Report
5.0
INTERNATIONAL COMPARISONS
39
March 2011
5.1
How Do Australian and New Zealand
Women Compare To Their Counterparts
Around The World?
SATISFACTION WITH THEIR APPEARANCE:
81% in Germany
81% in France
78% in China
75% in the UK
70% in Taiwan
44% in Japan
42% in Australia/New Zealand
40
The Shape Report
5.2
How Do Australian and New Zealand
Women Compare To Their Counterparts
Around The World?
IMPORTANCE OF A BEAUTIFUL BUST:
99% in China
94% in Italy
93% in France
91% in Germany
77% in the UK
76% in Japan
73% in Australia/New Zealand
41
March 2011
5.3
How Do Australian and New Zealand
Women Compare To Their Counterparts
Around The World?
WHY DO WOMEN WEAR UNDERWEAR?
55% of Australian/New Zealand women feel it is
important to wear sexy bras when others can see it . . .
Compared to 69% of Italian women.
13% of Australian/New Zealand women wear a bra as
a fashion statement . . . Compared to 60% of women in
China.
42
The Shape Report
CO N CLU S IO N S
Australian and New Zealand women are tired of having their
body types referred to as fruit, vegetables and inanimate shapes.
Breaking away from these traditional stereotypes, Triumph’s new
body shapes celebrate the female form in the work of six iconic
artists – Botticelli, Rembrandt, Rubens, Da Vinci, Raphael and
Matisse.
Australian and New Zealand women are very hard on themselves
when it comes to body shape. They don’t like their bodies and
want to make changes yet men are more than happy with their
partner’s body.
Men think their partners are ‘normal’ yet there are lots of larger
women around . . . do they put pressure on women to avoid being
overweight?
There continues to be a double-edged sword – women are larger
(the average woman is overweight) while there is a perception
that the media focuses on thin models and features on how to
look like them.
Stomachs are the main problem area for women and both men
and women agree that women’s breasts look great in the right
bra.
Women embrace the benefits of shapewear and look forward to a
greater focus on colours and design.
Australian and New Zealand women may lack the confidence and
extraversion of European women when it comes to bras and their
bust but they still agree that a great bra makes them feel more
attractive and more confident.
43
March 2011
Australian Head Office
Triumph International (Australia) Pty Ltd
A.C.N. 009 664 831
30 North Road, Wynnum West
Brisbane Qld 4178
Postal Address: PO Box 527
Wynnum Central Qld 4178
Telephone:
Fax:
Web:
(07) 3906 9399
(07) 3906 9388
triumph.com/au
www.triumph.com