PurposeIn addition to the psychological differentiation of older women, ageing has numerous effects on the breast, influencing the volume, density and constitution of the tissue. It is currently unknown how these changes may affect bra requirements and bra consumer behaviour. The purpose of this paper is to explore factors of importance in bras in a cohort of women aged 45 to 65 years, whilst considering purchasing behaviour, brand loyalties and self‐image.Design/methodology/approachFollowing a grounded theoretical perspective, this study was exploratory in nature, including a mixture of five semi‐structured interviews and two focus groups with women, aged 45 to 65 years, to discuss bra habits, considerations, and influential factors of purchasing. Data were content analysed with additional frequency analysis.FindingsThe paper provides five key dimensions within which older women focus their attentions when purchasing bras. These are aesthetics, comfort, practicalities of bra purchase, breast support and psychological aspects. Participants purpose their bra requirements to be multifaceted and changing with increasing age.Practical implicationsBra manufacturers and distributers may need to consider these factors when marketing towards an older population of women, to optimise products and subsequent sales.Originality/valueThe paper advances the literature by providing fundamental information on the key areas of consideration for older bra consumers.

Smaller and larger breasted women demonstrate differences in anthropometry, with body mass and BMI demonstrating strong relationships to breast mass. Measures of BMI and suprasternal notch to nipple distance enable predictions of breast mass and suggest that weight-related parameters are not appropriate exclusion criteria for mammaplasty.

As most of the breast concerns raised in this survey could be addressed via education and 87% of girls wanted to know more about breasts, this study demonstrates a need for breast education for school girls, which may reduce the influence of the breast on sport and exercise participation.

To assess the effectiveness of breast support previous studies monitored breast kinematics and kinetics, subjective feedback, muscle activity (EMG), ground reaction forces (GRFs) and physiological measures in isolation. Comparing these variables within one study will establish the key performance variables that distinguish between breast supports during activities such as running. This study investigates the effects of changes in breast support on biomechanical, physiological and subjective measures during running. Ten females (34D) ran for 10 min in high and low breast supports, and for 2 min bare breasted (2.8 m·s). Breast and body kinematics, EMG, expired air and heart rate were recorded. GRFs were recorded during 10 m overground runs (2.8 m·s) and subjective feedback obtained after each condition. Of the 62 variables measured, 22 kinematic and subjective variables were influenced by changes in breast support. Willingness to exercise, time lag and superio-inferior breast velocity were most affected. GRFs, EMG and physiological variables were unaffected by breast support changes during running. Breast displacement reduction, although previously advocated, was not the most sensitive variable to breast support changes during running. Instead breast support products should be assessed using a battery of performance indicators, including the key kinematic and subjective variables identified here.

The ageing process has both psychological and physiological effects on women, and tactical choices are often made regarding beauty interventions to mask the outward signs of increasing age. The bra is believed to counteract the negative effects of ageing on the breast and alter the perceptions of one's body. Due to the profound anatomical changes to the breast with increasing age, this paper aimed to examine the influence of ageing on women's perceptions of their breasts and their bra preferences. 208 women aged 45-65 years were surveyed about their breasts, their bras and how they felt ageing may have influenced these. The findings showed 80 % of women surveyed had noticed a significant change in their breasts with ageing, just 7 % of the women surveyed were still proud of their breasts and 84 % of women dressed to look younger. Further, over 50 % of respondents would now not wear the bra they had worn in their twenties, indicating a change in bra preferences with age. The bra variables of primary importance to participants were: comfort, the bra's ability to stay in place, optimal fit, appearance under clothing, support, discreetness, shoulder strap design, silhouette, breast shape, fabric and breast lift. These variables are perceived as being influential in the appropriateness of the bra and its social role for mature women; therefore, it is these bra variables that should be the focus of subsequent research regarding the optimisation of bras for women aged 45-65 years.