A study of Canadian female baby boomers: Physiological and psychological needs, clothing choice and shopping motives
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 11 June 2018
Issue publication date: 30 August 2018
Abstract
Purpose
The purpose of this paper is to gain an understanding of baby boomers’ physiological and psychological needs through clothing consumption.
Design/methodology/approach
A qualitative research approach was employed for this study. Data were collected from two generational segments: early baby boomers (1946–1954), and late baby boomers (1955–1964). In total, 13 informants aged from 53 to 71 years were participated in this study. Content analysis and interpretive approach were used for data analysis.
Findings
According to the findings, there are several reasons why the baby boomers shopped for clothing, including a way of stress relief or retail therapy, wardrobe update, replacement of worn-out garments, attractiveness of clothing styles and convenience. Style, fit, comfort and colour were the four most important product evaluative cues. Other than product cues, age appropriateness is an important factor for clothing consumption. Many informants were disappointed with their current body type, shopping experience and the industry offers.
Practical implications
Age-appropriate clothing can give wearers greater self-assurance/-gratification. If fashion designers create their products based on the baby boomers’ cognitive age, it would probably increase their customers’ acceptance and satisfaction.
Originality/value
The rapid growth of the aging population is a global phenomenon. Therefore, investigating the needs and challenges of the baby boomer generation is both timely and imperative. This study intended to offer new knowledge on the issues of baby boomers’ unmet needs, and provide insights and implications to fashion practitioners.
Keywords
Acknowledgements
This research project is funded by Social Sciences and Humanities Institutional Grant (SIG) of Ryerson University. This assistance is gratefully acknowledged.
Citation
Rahman, O. and Yu, H. (2018), "A study of Canadian female baby boomers: Physiological and psychological needs, clothing choice and shopping motives", Journal of Fashion Marketing and Management, Vol. 22 No. 4, pp. 509-526. https://doi.org/10.1108/JFMM-09-2017-0100
Publisher
:Emerald Publishing Limited
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