The fashion-conscious behaviours of mature female consumers

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This article examines the apparel and shopping preferences of mature women in America.

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7 p.

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Nam, Jinhee; Hamlin, Raegan; Gam, Hae Jin; Kang, Ji Hye; Kim, Jiyoung; Kumphai, Pimpawan et al. February 16, 2006.

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Description

This article examines the apparel and shopping preferences of mature women in America.

Physical Description

7 p.

Notes

Abstract: Under-appreciation of mature consumers as a numerous and comparatively wealthy market
segment has resulted in not only lost revenues for business, but also lost consumption and
service opportunities for the elderly. In response to expressed needs for more research into
actual and desired consumption by older consumers, this study examined the apparel and
shopping preferences of mature women in America. Independent living residents were
surveyed concerning fashion consciousness, fashion information sources and shopping
behaviours. Young and mature consumers’ reactions to female apparel ensembles were
compared. Mature subjects purchased apparel for pleasure or need, but less for conformity.
Decisions were influenced more by fit and comfort than by fashion, despite suggestions
that dressing stylishly was important. New fashions were encountered via catalogue illustrations,
social gatherings and window displays. Subjects high in fashion consciousness
had greater financial and social involvement with fashion, greater chronological-to-cognitive
age differences and larger clothing budgets. Young and mature consumers’ responses
to apparel illustrations differed significantly. As the mature market expands, attention to
age-divergent definitions of fashion (such as those based upon admiration of comfort) will
determine the success of apparel businesses. Assessment of cognitive age will facilitate
identification of those mature consumers most predisposed toward fashion consumption.

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  • International Journal of Consumer Studies, 2006. Hoboken, NJ: Wiley

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Publication Information

  • Publication Title: International Journal of Consumer Studies
  • Volume: 31
  • Issue: 1
  • Page Start: 102
  • Page End: 108
  • Peer Reviewed: Yes

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UNT Scholarly Works

Materials from the UNT community's research, creative, and scholarly activities and UNT's Open Access Repository. Access to some items in this collection may be restricted.

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  • February 16, 2006

Added to The UNT Digital Library

  • Oct. 12, 2018, 10:49 a.m.

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Nam, Jinhee; Hamlin, Raegan; Gam, Hae Jin; Kang, Ji Hye; Kim, Jiyoung; Kumphai, Pimpawan et al. The fashion-conscious behaviours of mature female consumers, article, February 16, 2006; Hoboken, New Jersey. (digital.library.unt.edu/ark:/67531/metadc1281823/: accessed January 19, 2019), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Visual Arts + Design.