Attitudes of Women over 50 toward Apparel and Media

Abstract

This study was designed to measure attitudes of women over 50 years of age concerning apparel and media. A factor analysis of survey responses indicated that the items fell into five meaningful clusters and provided some insight into how respondents felt about apparel and media. Apparel was important to respondents, particularly for feelings of well-being, in social and economic success and making a favorable first impression, and when purchasing new apparel styles and colors. Many of the clothing images promoted by media depicting younger people did not appeal to these women over the age of 50. There was also dissatisfaction with types and fit of available apparel.