"Old is your Grandma!": A study on clothes for elderly consumers

Abstract

With the aging process of the population, it becomes essential to carry out studies corresponding to the consumption behavior of this new older generation that is part of a potential market. Therefore, the main objective of the research is to understand the process of clothing purchases by elderly consumers, identifying the main benefits and difficulties. With methodological aspects of a qualitative nature, through an exploratory type study, a focal group was conducted with elderly women. For the data analysis, the discursive practices analysis technique was implemented. Through the main results it is possible to highlight the perceptions about the specific needs in an outfit are different among the age groups of 'older' women than 'younger' women, the consensus among all, is the perception of not feeling represented by the current fashion. Consequently, the act of buying new clothes is motivated by the degradation of old clothes.