One of the largest global challenges is the aging of the population and in Brazil; the issue will be more significant since it is one of the countries with the most accelerated population aging in the world. Due to the longer life expectancy, women are the majority in the older population, which increases the importance the women among this public. Elderly women do not usually identify themselves with products aimed at older people and do not want to use products that do not represent them, leaving them frustrated regard the consumer experience. This happens mainly to clothing items, where research reports that elderly women do not usually find items that meet their needs and desire for comfort, fit, and size. In this sense, through a qualitative research approach, the study sought to understand the perceptions of elderly women concerning the consumption of clothes and fashion items. There were 24 in-depth interviews and 12 participant observations accompanying the elderly women at the time of shopping. As a result, it was identified that elderly women seek for well-being and self-acceptance when wearing fashion products and they usually create an emotional bond with some items in order to preserve pleasurable memories. To help marketing managers, the researcher created assumptions to develop efficient products and strategies to meet the needs and expectations of this target group.