Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men

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Purpose – Despite mature consumers' monetary power and their growing share of many product markets, research especially on mature women's buying behaviour and attitudes is still scarce The purpose of this paper is to explore and analyse mature women's buying of clothesDesign/methodology/approach – The empirical material consists of observations made in a department store and of interviews with a sample of ten Finnish women aged 50 to 63 yearsFindings – The study yielded empirically grounded elements of mature women's buying processes: the need for clothing, fashionability, clothing fit preferences, brand preferences, retailer preferences, shopping style, and price Based on an analysis of the findings a new model of mature women's buying patterns was developedResearch limitations/implications – Albeit limited in size, the study provides a starting point for further research on mature women as well as on buying clothes in generalPractical implications – Based on the found preferences, the study offers

An exploration of how mature women buy clothing: empirical insights and a model

Purpose



– One of the fastest growing segments of the American adult population is adults over 65‐years old. This group is refereed to as “silver seniors.” Understanding the silver citizen market requires an in‐depth knowledge of seniors' attitudes and lifestyles. The purpose of this paper is to present an in‐depth view of the senior woman's self‐concept, lifestyle, and apparel‐related preferences and shopping behaviors.




Design/methodology/approach



– Using findings from an extensive review of literature and in‐depth interviews with 20 women over age 65, this exploratory research provides insight into the impact of self‐concept, lifestyles, and fashion behaviors on apparel purchase decisions. The qualitative approach used for data collection and analysis provides rich insight into the behaviors and apparel needs of “silver seniors.” The tripartite self‐concept is explored as it relates to fashion attitudes and behaviors.




Findings



– Findings from this paper indicate that women over 65 are still interested in fashion and that looking fashionable for themselves and others is important. Insights into the specific unmet apparel and retail needs of senior adult women are explored. Findings indicate that senior adult women continue to remain physically and socially active and have need for a variety of garments. Recommendations for apparel manufacturers and retailers targeting this lucrative segment are presented.




Originality/value



– This paper is original to the retailing and consumer behavior literature. One of the benefits of this exploratory study is that it provided the authors with an opportunity to examine, in theory and practice, an overlooked yet growing segment of apparel consumers.

Silver seniors: Exploring the self‐concept, lifestyles, and apparel consumption of women over age 65

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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Reagan Hamlin

Papers

The fashion‐conscious behaviours of mature female consumers