The fashion‐conscious behaviours of mature female consumers

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.

Love for Luxury, Preference for Counterfeits –A Qualitative Study in Counterfeit Luxury Consumption in China

“…Therefore, the face consciousness represents as a double-edged sword for consumers of counterfeits. Nam & al., (2007) defined fashion consciousness as "a person's degree of involvement with the styles of fashion products" (p. 103). Researchers have further referred to fashion-conscious consumers as those individuals who are characterized by a deeper interest in fashion brands and products as well as in their physical appearance (Gutman & Mills, 1982;Summers, 1970).…”

Mobile Handset Buying Behavior of Different Age and Gender Groups

“…It is normally perceived that young buyers try new products, seek greater information and are more self-confident in decision-making. Elderly consumers are selectively innovative and they accept only those innovations that provide exclusive benefits (Nam et al, 2007). Therefore, age and life cycle can be the delicate variables (Kotler and Keller, 2006) in the consumer behavior process.…”

Mature women’s attitude toward fashion photographs

“…Many are enthusiastic because they have the means and desire to purchase goods and services, and they are as concerned about their appearance as they are about enjoying life's pleasures down the road (Nam et al, 2007). Ailing outgoers and healthy hermits, for example, seek social acceptance and are like healthy indulgers, in that they are purchasers of articles of clothing and beauty services (Moschis et al, 1997).…”

“…Much of the advertising aimed at the mature public displays images of young people and conveys the idea that what is young is better, ignoring older consumers, or worse, stereotyping them and associating them with fragile individuals afflicted with all sorts of disabilities (Nam et al, 2007).…”

“…To evaluate the interest in fashion, we used Nam's scale (Nam et al, 2007), starting with behavior and consciousness variables regarding fashion, captured using four items and measured on five-point Likert scales for each dimension.…”