Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Older women's responses to current fashion models

Older women's responses to current fashion models Purpose – The purpose of this study is to examine if older female consumers prefer apparel advertising models more closely resembling their age. Design/methodology/approach – The sample for this study consisted of 163 women between the ages of 60 and 80. Full‐color photographs of fashion models were presented as stimuli. A questionnaire measuring participants' beliefs about the models, purchase intentions, perceived similarity with the models, and perceived fashionability of the model's clothing was used. Findings – Participants perceived older looking models to be more attractive than younger models and indicated more likelihood of purchasing the clothing worn by the older models. Participants who perceived more similarity to the models also had more positive beliefs about the model's appearance and attractiveness, indicated a greater willingness to purchase the model's clothing, and perceived the model's clothing to be more fashionable. Practical implications – This study suggests that incorporating older looking models in fashion advertisements is a useful strategy in marketing to the mature market. Originality/value – Many researchers have noted the opportunities and challenges in segmenting older consumers. This paper contributes to an understanding of effective marketing tactics used to appeal to older women. Identifying these strategies is significant given the increasing size and spending power of the mature market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Older women's responses to current fashion models

Loading next page...
 
/lp/emerald-publishing/older-women-s-responses-to-current-fashion-models-kUg7x4asNO

References (31)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020810889290
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this study is to examine if older female consumers prefer apparel advertising models more closely resembling their age. Design/methodology/approach – The sample for this study consisted of 163 women between the ages of 60 and 80. Full‐color photographs of fashion models were presented as stimuli. A questionnaire measuring participants' beliefs about the models, purchase intentions, perceived similarity with the models, and perceived fashionability of the model's clothing was used. Findings – Participants perceived older looking models to be more attractive than younger models and indicated more likelihood of purchasing the clothing worn by the older models. Participants who perceived more similarity to the models also had more positive beliefs about the model's appearance and attractiveness, indicated a greater willingness to purchase the model's clothing, and perceived the model's clothing to be more fashionable. Practical implications – This study suggests that incorporating older looking models in fashion advertisements is a useful strategy in marketing to the mature market. Originality/value – Many researchers have noted the opportunities and challenges in segmenting older consumers. This paper contributes to an understanding of effective marketing tactics used to appeal to older women. Identifying these strategies is significant given the increasing size and spending power of the mature market.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Jul 11, 2008

Keywords: Advertisements; Fashion; Market segmentation; Older consumers; Women; Buying behaviour

There are no references for this article.