Abstract
Age is a socio-demographic variable widely used in marketing. However, the use of this criterion sometimes reveals surprising and unexpected aspects noticeably the consumption of children’s products and services by adults and the use of articles for youth by very old people. Therefore, a new concept has been developed in order to overcome the limitations of the chronological age. It is called the subjective age. This norm refers to the age that the person attributes to himself: He may perceive himself younger or older than his actual age. As a component of the “self-concept”, subjective age influences consumers’ behavior and hence their involvement with clothes. Often presented as a value of youth, dress fashion can reflect the perception of the person to himself and thus explain the subjective age trends. This work has shown that the subjective age trend can influence people’s involvement to dress fashion: the more individuals are involved, the more they will tend to rejuvenate and to age/grow old.
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