Women 55 Years and Older as Catalog Shoppers: Satisfaction with Apparel Fit and Catalog Attributes

Abstract

Differences in satisfaction with the fit of apparel purchased through catalogs and catalog attributes among three groups (petite, medium, and tall) of women 55 years and older were studied. A national random sample of 3,000 was obtained from two major catalog companies lists of catalogue recipients. The 872 respondents, 55 years and older, were included in the analysis. Overall satisfaction level with 26 specific apparel fit sites was relatively low for the entire sample, especially in relation to length, including blouseslsweater length, leg length of pants, skirtldress length, and jacket length. The petite group showed the least satisfaction with 21 fit sites, while the tall group showed the least satisfaction with 2 fit sites. In terms of catalog attributes, the petite group was least satisfied with Variety of Product Selection factor (e.g., style, color, fabric) and General Size and Fit factor (e.g., sizing definition, ordering information). Managerial implications for apparel manufacturers and catalog retailers to increase consumer satisfaction are given.