Market Analysis of Apparel Preferences and Consumer ...

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Theses and dissertations

1-1-2012

Market Analysis of Apparel Preferences andConsumer Satisfaction of Female Baby Boomers inCanadaJenelle SparadoRyerson University

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Recommended CitationSparado, Jenelle, "Market Analysis of Apparel Preferences and Consumer Satisfaction of Female Baby Boomers in Canada" (2012).Theses and dissertations. Paper 923.

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MARKETANALYSISOFAPPARELPREFERENCESANDCONSUMERSATISFACTIONOF

FEMALEBABYBOOMERSINCANADA

By

JenelleSpadaro

AMajorResearchPaperpresentedtoRyersonUniversity

Inpartialfulfillmentoftherequirementsforthedegreeof

MasterofArts

IntheProgramof

Fashion

Toronto,Ontario,Canada,2012

©JenelleSpadaro2012

Author’sDeclaration

IherebydeclarethatIamthesoleauthorofthismajorresearchpaper.Thisisatruecopy

ofthemajorresearchpaper,includinganyrequiredfinalrevisions,asacceptedbymy

examiners.

IauthorizeRyersonUniversitytolendthismajorresearchpapertootherinstitutionsor

individualsforthepurposeofscholarlyresearch.

IfurtherauthorizeRyersonUniversitytoreproducethisresearchpaperbyphotocopying

orbyothermeans,intotalorinpart,attherequestofotherinstitutionsorindividualsfor

thepurposeofscholarlyresearch.

Iunderstandthatmymajorresearchpapermaybemadeelectronicallyavailabletothe

public.

MarketAnalysisofApparelPreferencesandConsumerSatisfactionofFemaleBaby

BoomersinCanada

JenelleSpadaro2012

MasterofArts,FacultyofFashion,UniversityofRyerson

Abstract

Thestudyinvestigatedtheconsumerbehaviors,shoppingpatterns,andconsumer

satisfactionoffemalebabyboomers.WithaspecificfocusontheCanadianretailmarket,

thestudyfirstsurveyedwomenbornbetweentheyearsof1946and1964toobtainmarket

researchanddatathatwillfurtheraidinasmallerfocusgroup.Asboomersenterintotheir

fiftiesandsixties,thereisagrowingdisconnectbetweenwhataboomerwantsandwhatis

availabletothemonthemarket.Thestudyprovidesstrategiesforproductsourcingby

determinewhatfit,fabrics,andstylesofclothingthatboomerwomenwant,andwhether

ornottheyaresatisfiedwithwhatisavailabletothemonthemarket.Theresultsare

beneficialtobothconsumerandretailerinunderstandingclothingpreferences.

Keywords:Babyboomer,clothing,buyingbehavior

Acknowledgements

IwouldliketothankmyprofessorsatRyersonUniversity,mainlymysupervisorLuAnn

Lafrenz.

Iwouldalsoliketothankmyfriendsandfamilyforsupportingmethroughmyacademic

career.

Iwouldfinallyliketoacknowledgethefemalebabyboomersthatvoluntarilytookthetime

toparticipateinmyresearch.

TableofContents

Author’sDeclaration………………………………………………………………………ii

Abstract………………………………………………………………………………………..iii

Acknowledgements……………………………………………………………………….iv

ListofTables……………………………………………………………………………..…..v

ListofFigures……………………………………………………………........................…vi

ListofAppendices…………………………………………………………………….…..vii

Introduction…………………………………......................................................................1

StatementofPurpose………….............................................................................3

ReviewofLiterature……………………….……………………...………….…................5

BabyBoomerDemographics……………………….……………………………..5

BabyBoomerEconomicPowerandIncome…………………………….…7

ChangingHouseholdoftheBoomerDemographic………………..…….8

CognitiveAge……………………………………………………………………………9

BodyPerception…………………..………………………………………………….11

ShoppingBehavior……..……………………………………………………………12

Methodology……………………………….……………………………………………….19

PopulationandSample……………………………………………………………...19

InstrumentsUsed……………………………………………………………………..20

HowtheDatawasCollectedandAnalyzed………..………….…………….21

Results………………….……………………………………………………………………..24

DemographicInformation…………………………………………………………24

BabyBoomerAttitudes………………..………………………..…………………..24

ConsumerPreferences………………………………………………………………26

InvestinginBetterConstructionandFabrics………………………………29

ClothingchoicesandSatisfaction………………………………………………..29

TrouserandSkirtSatisfaction………...………………………..………………...32

SatisfactionwithTops…………………………...…………………………………..35

ShoppingBehavior…………………………………………………………………….37

Discussion…………………………………………………………………………………………41

MajorFindings:AreBoomerWomenSatisfiedwithwhatisCurrently

intheMarket?……………………………………………….…………………………….41

MajorFindings:FactorsthatAffectApparelChoices………………………45

TheoreticalExtensions…..……..……………………………………………………....47

CognitiveAge……………………………………………………………………………….48

PracticalImplications…………………………………………………………………...50

ResearchLimitations/SuggestionsforFurtherResearch……….…..…...50

Conclusion…………………………………………………………………………...…………...52

AppendixA:QuestionnaireConsent……………………………………………………53

AppendixB:FocusGroupConsent………………………………………………………57

AppendixC:QuestionnaireQuestions…………………………………………………62

AppendixC:FocusGroupGuide…………………………………………………….……67

Bibliography………………………………………………………………………………….…..72

ListofTables

Table1:WhatActivitiesInfluenceApparelChoices……………..…………25

Table2:ConsumerPreferences…………………………………………..………..27

Table3:ClothingSatisfaction…………………………………………..…………...30

Table4:ConsumerShoppingBehavior…………………………………………38

Table5:MajorDetailsthatFocusGroupParticipantsLookedforin

theirClothing……………………………………………………………………………….42

ListofFigures

Fig.1:TrouserOptionsfromFocusGroup……………………………………………….33

Fig.2:SkirtOptionsfromFocusGroup…………………………………………………..35

Fig.3:TopOptionsfromFocusGroup………………………………………….…….…..36

ListofAppendices

AppendixA:QuestionnaireConsentForm………………………………….……..53

AppendixB:FocusGroupConsentForm.…..……………………………………….57

AppendixC:QuestionnaireQuestions…………………………………………..……62

AppendixD:FocusGroupGuide………………………………………………………..67

1

“Boomerswerethefirstgenerationofconsumerstodemandindividualattention

bymarketersbasedontheirbehavior,personalpreferences,anddesireforself

actualization”

(FergusonandBrohaugh80)

Introduction

In1958,membersofthe“babyboomgeneration”beganenteringintotheir

teenageyears.Theywereunhappywiththeclothingchoicesofferedtothem,andthe

marketrespondedbycreatingabillion‐dollarindustry:juniorapparel(Harris137).

Previouslyayoungwomancouldeitherdressinchildren’sclothingortransition

directlyintowomenswear.Thismayhavebeenthefirstinstancewhentheboomer

generationgreatlyaffectedtheapparelindustry,butitwasnotthelast:thebabyboom

demographichashadthegreatestimpactonmarketingofanygenerationinrecent

history,evendemonstratingthattheyhavetheabilitytoredefinethemeaningofage.

Justastheterm“teenager”didnotexistuntilthelate1950s,theterm“olderconsumer”

infactdidnotexistuntilthebabyboomersbegantoenterlateadulthood(Szmiginand

Carrigan2010).Withinthenexttenyears,thebabyboomgenerationwillcomprise

35%ofthetotalpopulation,makingthemacontinuingforcetobereckonedwith

(ThomasandPeters2009).

Bornbetweenyearsof1946and1964,thebabyboomerscompriseoneofthe

mostinfluentialmarketsinhistory.Withaspendingpowerthatexceedsonetrillion

annuallyandapopulationof77millionintheUnitedStates,theirsheernumbersand

economicpotentialrequirethatmarketersandretailerssupplyproductsthatmeet

theirneeds(HowartonandLee2010).Infact,astudybyRussell(1997)foundthatthe

2

45to54year‐oldconsumercategoryisthemosteconomicallysecuregroup,spending

17%morepercapitathanaverage,whilethesecondmostsecureisthe55to64

market,spending15%aboveaverage.Yetevenwithsuchastrongeconomicinfluence,

thebabyboomershavebeenmostlyneglectedinrecentyears,earningthemthe

nickname“theforgottengeneration”bymarketersthathavetargetedyoungerage

cohorts(Reisenwitz2007andKwon2010).Femalebabyboomersinparticularreport

thattheyexperienceageneralfrustrationinfindingdesirablystyledclothinginthe

fashionretailindustry(HowartonandLee2010).Petersetal.(2011)foundsimilar

results,asbabyboomerwomenintheirstudybelievedthattheywerespurnedbya

fashionindustryobsessedwithyouth.Birtwistle(2005)alsostudiedmaturefemale

customers,andfoundthatboomerwomenwantedtobefashionconscious,butfeltthat

therewasagenerallackofhigh‐streetretailersthatprovidedclothingthatmettheir

needs.Thepopulationisexperiencingashiftwhere,forthefirsttimeinhistory,the

older‐agedcohortswillexceedthoseoftheyounger.Itiscrucialthatretailers

understandthechangingneedsofthebabyboommarketinordertomeettheneedsof

thepopulationwiththelargestnumbersandgreatestdisposableincome.

Asstatedabove,babyboomerwomeninparticularfeelthatthefashionretail

industryisnotmeetingtheirneeds.Asthesewomenenterintotheirfiftiesandsixties

itissurprisingthatthefashionindustryhaschosennottofollowthemandhasinstead

stayedfocusedonthoseinthe“thirtysomething”demographic.Thishascauseda

disconnectbetweenwhataboomerwomanwantsandwhatisflatteringforherto

wear.Intheyear2000,women45to54yearsoldspentanaverageof$2371peryear

onclothes,afigurethatis15%higherthantheamountspentbythe25‐to34‐year‐old

3

demographic(Harris142).Byretainingastrongfocusonyouthfulapparel,thefashion

industryhasmovedawayfromtheneedsofoneofthelargestcommerciallyviable

marketsinhistory.

WithaspecificfocusontheCanadianretailmarket,thisstudycontributes

thoroughandaccurateinformationonwhatboomerwomenfeelismissingintheretail

market.Thestudypresentsstrategiesforproductsourcingtodeterminewhatfit,

fabrics,andstylesofclothingboomerwomenwant,exploreswhetherornottheyare

satisfiedwithwhatisavailabletothemonthemarketand,finally,suggestshowthe

fashionindustrycanusethisknowledgetoreachtheboomermarket.Accordingto

Howarton,boomerlifestyleisidentifiedby“careers,leisureactivities,child‐rearing

issues,socio‐economicandeducationallevels,andcommunityinvolvement”(222).

Thepurposeofthisstudywastodeterminefemalebabyboomerconsumersatisfaction

withtheirapparelthroughanalyzinglifestyleattributestostyles,fit,andqualityof

fabricsinthemarket.Thismarketresearchwilladdtoinformationregardingthe

Canadianfashionretailmarketthatmayeffectivelyincreasesales,consumerloyalty,

andoverallcustomersatisfactionforretailers.

StatementofPurpose

Thestudyprovidesretailersandconsumersvaluableandapplicabledataby

identifyingwhataffectsboomers’apparelchoices,whatqualitiestheyarelookingforin

theirapparel,andtheoverallsatisfactiontheyfeelwiththecurrentfashionretail

industry.Theneedsofboomerwomenarenotbeingreachedthroughbothmarketing

andproductqualityandfit(Harris2003).Thisstudyidentifieswhatisneededinthe

fashionretailmarkettofillthisvoidbyansweringthefollowingquestions:

4

Q1:Areboomerwomensatisfiedwithwhatiscurrentlybeingprovidedinthe

fashionretailmarket?Whataretheirbuyingbehaviorsinthismarket?

Q2:Whatarethemostimportantqualitiesboomerwomenlookforintheir

clothing?

Q3:Whatarethefactorsthataffecttheneedsandwantsinfluencingboomer

women’sapparelchoices?

5

ReviewofLiterature

BabyBoomerDemographics

Asanagecohort,thebabyboomershavebeenextensivelyresearchedinterms

ofdemographics.Definedasindividualsbornbetweentheyearsof1946and1964,the

babyboomersarecurrentlyeitherintheirlatefortiesorintheirfiftiesandsixties

(Reisenwitz202).Thecohortcomprises35%ofthetotalpopulationandisidentified

ashaving“highereducation,independentsourcesofincome,andaccesstothe

Internet"(Thomas1019).Theformativeyearsforboomersinvolved“economic

progress,andadvancesineducation,scienceandemployment”(Moore324).Female

babyboomersinparticularareabyproductofacultureandtimethatwasshapedby

thewomen’smovement,theadventofbirthcontrol,andhighereducational

attainment,whichledtoastrongersenseofempowermentcomparedtoprevious

generations(HowartonandLee220).Allofthesefactorscontributetotheinfluenceof

thiscohortontheconsumergoodsmarket.

RobertsandManolis(2000)researchedthehistoricalcircumstancesinwhich

thebabyboomgenerationgrewupinordertounderstandtheirattitudestowards

marketing,advertisingandconsumerism.Theirstudyshowedthattheexpansive

natureofthebabyboompopulationensuredthattheattitudesandvaluesaffiliated

withthemwouldgreatlyinfluenceothergenerationsastheyage(Roberts482).This

onlyreiteratestheimportanceofunderstandingtheboomermarket,asitsuggeststhat

theirneedswillshapetheneedsofyoungergenerations.TheRobertsandManolis

studyalsoincreasesone’sunderstandingofthesocialandpoliticalfactorsthatshaped

theculturalviewpointsofthebabyboomers,suchasneo‐liberalism.Thestudystates

6

thatboomerswereraisedtobeindependentandcontroltheirowndestinies(Roberts

483).Throughoutthe1960s,theyweretaughtnottotrustauthority;howeverthe

sameindependentidealledthemtobeobsessedwithsuccessandmaterialpossessions

intheneo‐liberal1980s.

SimilartoRoberts(2000),thestudiesconductedbybothReisenwitz(2007)and

Kwon(2009)usehistoricalcircumstancestounderstandmarkettrendsinvolvingthe

babyboomerdemographic.UnlikeRoberts’sstudy,bothReisenwitzandKwon

segmentthebabyboomersintotwoagecohortsunderthetheorythatthecohorteffect

causesbabyboomerstobelike‐mindedbecausetheyhavebeenaddressedtheirentire

livesasanundifferentiatedgroup.Thestudiesdividethecohorttoprovethatthere

areverydifferentcircumstancesthatbabyboomerswereraisedinthataffectedtheir

behavior.ReisenwitzandIyer(2007)identifythefirstcohortofboomersasthose

bornbetween1946and1955,andtheyrefertothisgroupastheVietnamGroup.The

individualsfromthiscohortareidentifiedasbeinginfluencedbytheVietnamWarand

subsequenthuman‐rightsmovements.Becauseoftheseexperiencestheyarehighly

individualisticanddriventosucceed,buttheyalsomaintainarelationshipwiththeir

society.Theotheragecohortisreferredtoasthe“MeGroup,”anditiscomprisedof

babyboomersbornbetweentheyears1956and1965.Theseindividualswereraised

duringtheReaganyearsandexperiencedtheadventofnewtechnologies,which

causedthemtobewelleducatedandtohaveextremelyhighexpectationsfortheir

lives.Theirmainfocusinlifeismoreindividualistic,astheybalanceworkandfamily

inordertosucceed.

7

KwonandNoh(2009)andDychtwald(1997)notedthatasboomersageit

becomesmoreandmoredetrimentaltoviewthemasahomogenousgroup,asthe

“needsandinterestsofthismarketareprojectedtobemoreheterogeneousthanever”

(336).MumelandProdnik(2005)foundthatitwasmorebeneficialtoremovecohort

segmentationandinsteadsegmentthebabyboomerpopulationbyaskingtwo

questions,namely“Areyouretiredoremployed?”andalso“Areyousociallyactive”

(445).Usinghistoricalanalysisandmarketsegmentation,previousstudieshave

developedasolidunderstandingofhowbabyboomers’attitudeswereshapedintheir

formativeyears.

ThestudybyDychtwald(1997)alsosegmentedthebabyboomerdemographic

bystatingthatthebestgroupformarketerstotargetisthelateadulthood

demographic(50‐64).Thisisbecausetheyoftenhavematurechildren,ahousewith

highervaluethanwhentheypurchasedit,andthehighestdisposableincomeofany

otheragegroup.Theincreaseinlifeexpectancyinthe20thcenturyhasmadefora

“healthier,morevitalandactive”individual(Mumel435).Thereforetheneedsofthis

particulardemographic,pairedwiththeireconomicpotential,makesthemthebestage

cohorttotarget.

BabyBoomerEconomicPowerandIncome

Theattributeofthebabyboomermarketthatismostappealingtothefashion

industryisitsmembers’highdisposableincomes.AccordingtoRozhon(2004),“Forty

percentofwomenaged45‐54areemployedinamanagerialoccupationandare

spending$23.3billiondollarsayearonprofessionalappareltomaintaintheir

appearance”(C1).ReisenwitzandIyer(2007)definethebabyboomerasanabove

8

averagesocioeconomicgroupthatistwotimesaslikelyastheaveragepersontoearn

over$50000annuallyanditisestimatedthattheyhave“$5000to$10000more

annuallyindisposableincometospendoncethechildrenleavethehome”(202).Even

astheboomerwomenagebeyondtheirfifties,itiscrucialtounderstandtheirneedsas

theystillfindtheirpersonalappearancecrucialtotheirselfconcept.Thomas(2009)

lookedintothelifestyleandapparelchoicesofwomenovertheageof65andfound

thatthesewomenarespending“arelativelylargeamountonapparelconsumptionand

almost30%reportthattheyarefashionconscious”(1019).Evenasbabyboomers

moveintotheseniordemographic,onecanpredictthat“seniorswillbecomeeven

moreaffluentandspendtwiceasmuchaspreviousgenerations”(Thomas1019).By

targetingthedemographicthroughmarketingandproductdevelopmentthefashion

retailmarketcouldprofitgreatly.

ChangingHouseholdoftheBoomerDemographic

Theboomergenerationisalsodistinctinitshouseholdcomposition.Dychtwald

(1997)explainsthatforthefirsttimesocietyisbecomingcomprisedofmostlya

matureandmiddle‐agedpopulation.Hehasalsomadenoteofthefactthatforthefirst

timesocietyisexperiencingadecreaseintheyouthpopulationas“28%ofthebaby

boompopulationhavenochildren,andanother25%haveonlyone[child]”(Dychtwald

271).Manyboomershavenevermarriedorbecomesinglelaterinlife.Astudy

conductedbySternetal.foundthatbabyboomsinglesarefocusedonsocialself‐image,

ageidentification,andthenatureandfrequencyofleisureactivities.Theauthorcalls

theseboomersthe“socialseekers”(Stern7).Thisisalifestylegroupwithinthe

demographicthatissociallyorientedandmoreinclinedtocareaboutpublicimageand

9

fashionleadership.Membersofthisgroupalsocaremorethanaverageaboutdining,

travel,andentertainment.HoweverNorthAmericansarenotcomfortableleaving

youthculturebehindasthemajorityofitsmembersenterlateadulthood.This

paradoxiscenteredonWesternculture’stendencytobegerontophobic,whichisthe

pervasivefearofagingandtheoverallprejudiceagainsttheelderly(Dychtwald272).

Eventhoughculturefavorsyouth,babyboomerscannolongerbeignoredbythe

fashionindustry,astheyareredefiningthe50‐plusmarkettobemoresociallyactive

andfashionconscious.

Thereisalsoevidencethatbabyboomersaremoreinterestedthanany

previouscohortinluxuryitems.AccordingtoSzmigin(2010),individualsinlate

adulthoodaremajorconsumersofluxuryproductssuchasvacations,automobiles,and

alcohol.Furthermore,“Over55sare48%morelikelytospendtheirdayshopping,and

are14%morelikelytoeatoutthanotheradults”(Szmigin506).Thisdataimpliesthat

thebabyboomer’slifestyleissocialandinvolvesshoppingasaleisureactivity.

CognitiveAge

Becausebabyboomersareredefiningtheageingprocess,studieshavesoughtto

understandthechangingperceptionofage.ReisenwitzandIyer(2007)differentiate

cognitiveagefromchronologicalage,definingcognitiveageasa“selfperceivedage

thatmaycontributemorethanchronologicalageinunderstandinghowolder

consumersviewthemselvesandhowtheyconsume”(204).Youngercognitiveage

leadstoanavoidanceofproductsthataremarketedasfortheoldortheelderly.

Reisenwitzreferstothisas“self‐defenseagainstageing”(204).Chronologicalage“is

merelyoneoftheimportantvariablesthatshouldbeusedtodescribeamarket

10

segment”(Thomas1019).Moreimportantthanchronologicalageiscognitiveor

perceivedage.Asthebodyages,womenintheirfiftiesseethemselvesastentotwenty

yearsyoungerand“accordinglyrejectlabelsandnegativestereotypesassociatedwith

beingelderly”(Thomas1021).BirtwistleandTsim(2005)foundthatbabyboomers’

cognitiveagewasonedecadelessthantheirchronologicalageandthat“oldage

officiallycommencedwhenapersonreached70‐80”(458).Dychtwald(1997)also

lookedintohowthedefinitionof“oldage”willberedefined,asmostboomersalready

seeoldageas79whiletheybelievethatoldagestartedfortheirparentsatfifty(274).

Theperceptionofagewillchangedrasticallywithinthenextfewyears.Since

purchasingpatternshavelesstodowithchronologicalageandmoretodowiththe

changingattitudetowardsageing,theunderstandingofcognitiveagereflectsdirectly

onawarenessofconsumers’fashioninterest,asfashionbehaviorandtheconsumerare

directlyrelatedtoperceptionofself(Reisenwitz205).

AsHarris(2003)states,“Boomerscan’tgrowupbecausetheyseeageasa

lifestylechoiceratherthanachronologicalimperativeandtheychoosetostayyoung”

(6).Whatthismeansforretailersisthattheboomermarketisdefinedbytheir

interests,careers,andlifestyleandcannotbegroupedpurelybyage.Regardlessof

age,thecognitivelyyoungareusheringinanewdefinitionof“elderly,”onethatholds

moreselfconfidence,isopentochange,andiswillingtoexperiencenewthings

(SzmiginandCarrign2010).Thereforethenewelderlyaremoreopentotrynew

productsandbrands.Womenfrom35to64sharethesamewantswithinthemarket,

thisamountsto53.6millionwomenintheUnitedStatesmarket,or51%offemale

11

shoppers(Harris141).Thekeyforretailersistoadapttoaspecificlifestylewithinthe

marketandtargetlifestyle,notage.

BodyPerception

StudiessuchasClarkeetal.(2009)andBirtwistleandTsim(2005)havelooked

intoclothingasanimportantmeansofagedifferentiation.Clothingiscloselytiedto

howonesociallyconstructsoldage.Clothingisintegralinmanagingthestigmaofold

ageas“anolderwomanmayexperienceherphysicalappearanceasbodilycapitalthat

isdiscreditedifphysicalmarkersofagearereadilyvisible,and‘discreditable’ifthe

markersexistbutarenotimmediatelyapparenttotheobserver”(Clarke711).The

theoryisbasedontherelationshipbetweendressandidentity,mainlythatan

“individualselfandtheidentitiesthisselfincorporatesarelinkedtothepositionthe

individualisassignedtoorachieveswithinsocialstructure”(Roach‐Higgins5).

Clothingisusedasameansofdifferentiationandsocietydefineswhatisappropriate

andwhatisinappropriatefordifferentagegroups.

Thedefinitionof“elderlydress”isbeingredefinedastheboomersareentering

intolateadulthood.Clothingchoicescanbeusedasastrategicdecisiontomask

changesthatoccurtothebody.BirtwistleandTsim(2005)foundthatthe“mature

shopperislookingforstyleswithsleeves,highnecklines,skirtsthatareatleast20

incheslong,trousersandskirtswithamoregenerousfitaroundthewaistandloose

fittingjacketsthatcoverthetopofthethighs”(457).HowartonandLee(2010)looked

intohowwomenuseclothingtohighlightordetracttheirfeaturesastheyage.They

foundthatcolorchoicesandlayeringtechniqueswereusedbythemajoritytoaddor

detractfrompartsoftheirbodies(Howarton225).Howartonalsoaskedwhatbody

12

parttheywouldliketohidewhennakedandanoverwhelmingamount(90.4%)said

theirstomachs.Clarkeetal.(2009)lookedatclothingchoicesforwomeninlaterlife

andfoundsimilarresults,astherespondentsusedclothingasa“strategicmeansfor

maskingorcompensatingforchangesthathadoccurredintheirbodiesovertime”

(716).Infacttherespondentsdefinedmatureclothingchoicesmainlyintermsofhow

muchofthebodywasrevealedbytheirapparelincomparisontotheclothingof

youngergenerations.Forfemalebabyboomers,clothingchoicesaremorestrategicin

thattheirclothesareusedtoaccentuatefeaturesandempowertheindividualatthe

levelofthebody.Theirclothingoptionshavetheabilitytoremovethestereotypical

viewofelderlywomenasfrailwhilestillmaintainingasociallyconstructednormof

howoneshoulddresslateinlife.

ShoppingBehavior

Aspreviouslydiscussed,women’spreferencesintheirclothinghavelesstodo

withtheirchronologicalageandmoretodowiththeirlifestylechoices.Theirlifestyle

isusuallydefinedbytheircareer,theirchild‐rearingstatus,educationlevels,

communityinvolvementandleisureactivities(Howarton222).Tofurtherelaborate

onactivitiesthatinterestbabyboomerwomen,ThomasandPeters(2009)foundthat

themajorityofrespondentsspokeofactivitiesthatwerecenteredaroundhomelife,

mainly“reading,gardening,cooking,decorating,andbeingwithgrandchildren”(1029).

Thesamestudyalsofoundthatindividualsinmatureadulthoodidentifiedeatingoutin

restaurantsasanimportantsocialactivity,asthemajorityoftheirrespondents“eat

outthreeormoretimesperweek”(Thomas1029).

13

Whenmakingappareldecisionsinstore,variousfactorsaffectedthepurchase

choicesofthiscohort.Mooreetal.(2008)andMumel(2005)bothfoundthatfemale

babyboomersaremorelikelythananyotheragecohorttorespondpositivelyto

qualitywhenmakingadecisionabouttheirapparelpurchases.AccordingtoMoore

(2008)andProdnik(2005),thebabyboomeragecohortisthemost“priceconscious

andtheleastprestigesensitive”(332).Thismeansthatwhilefemalebabyboomersare

willingtospendmoreoftheirappareldollarsifthegarmentmeetstheirquality

standard,theywillnotspendfrivolouslynorwilltheybuyaccordingtotrend.Moore

andProdnik’ssolutionistotargetthemarketwithconvenienceandvaluestrategies.

ConverselyotherstudiessuchasMyers(2008)statethatambienceand

personalrelationshipsareincreasinglyimportanttotheboomerswhenshoppingfor

fashionapparel.Theenvironmentshouldbecommittedtoserviceandinclusivetoall

adults,notjustaspecificagegroup,asboomersdonotlikebeingdefinedbyage.Most

importantly,theproductsmustbeofahighquality,asboomerswereraisedto

understandandseekoutvalueandquality.Asstatedabove,thesewomenare

redefiningfifty;theyarelookingfordurablefabrics,quality,on‐trendsilhouettesand

colorsthatwillaccommodatetheirlifestyle.Femalebabyboomerswanttobe

fashionable,comfortable,andontrendbutarehesitanttoallowtrendstodictatetheir

lifestyles.Insteadthepopulationwantsclothingthataccompaniestheiruniqueand

heterogeneouslifestyles.

StudiesbyPetersetal.(2011)andThomas(2009)examinedwhyboomer

womendecidewheretoshop,andfoundthatbaby‐boomerwomeneitherview

themselvesasrelationalorindividualistic.Thesetwomarketsegmentshavedifferent

14

attributesthatgreatlyaffecttheirfashionandclothingchoices.DefinedbyPetersetal.

(2011),relationalbabyboomersdefinethemselves“withrespecttosocialrolesand

bonds”(301).Individualistsidentifiedthemselveswithrespectto“uniquetraitsand

characteristicsoftheiridentity”(Petersetal.301).

UnlikeMumel(2005),Petersdescribestherelationalmarketsegmentasless

price‐consciousthantheindividualists,withlessfashionleadership.Theyrespond

moretobrandloyalty,andaremorecognizantofbrandswhenpurchasingapparel.

FurthermoreThomasandPeters(2009)foundthatthecollective/relationalsenior

femalesconsumedcertaintypesofapparelthatfollowedsociallyacceptablecodesof

dress.

Contrarytorelationalboomers,theindividualistsarelessbrandconscious,

haveamoreindividualsenseofstyle,aremoreawareofpriceandquality,andare

involvedmorewithfashionintheirdailylives.Theseindividuals,likeyounger

generations,haveuniquefashionidentitiesthatimpacttheirconsumerbehavior.

ThomasandPeters(2009)askedaboutfashionadviceandinspirationsintheirstudy

onself‐conceptandseniorwomen.Thestudyfoundadividebetweentheresponses,as

someindividualsidentifiedtheirsenseofselfasinspirationfortheirfashionchoices

whereasotherssaidthatfamilyandfriendshaveasignificantimpactontheirchoices,

statingthat“theycopythebehaviorsofthefashion‐consciousmembersoftheirsocial

network”(Thomas1031).TheresultsofthisstudyreiteratethefindingsofPetersetal.

(2011)asbabyboomerwomeneithercoheretotheirrelationalselvesoraresecure

withtheirindividualistidentities,andtheseattitudesinturnimpactandshapetheir

fashionchoices.ThefindingsofthesestudiesaresimilartoClarkeetal.(2009)who

15

concludedthatthereisatensionbetweenwhatbabyboomerwomenwillfreelychoose

asappareloptionsand“thedegreetowhichtheirapparelchoicesaredeterminedby

socialnormsandageisminconsumerculture”(724).

MyersandLumbers(2008)alsolookedintomarketsegmentationand

conceptualizedvariationsonbabyboomersintermsoftheirshoppingpatterns.The

typologiesofoldershoppersconsistedoffouruniquegroups:targetedshoppers,

shopaholics,leisureshoppers,andreluctantshoppers.Thetargetedshoppergroup,

whichconsistedmostlyofmen,ischaracterizedbyindividualswhoshopaloneat

specialtystoresforspecificitems(Myers297).Shopaholicsshopwhenevertheycan,

astheyfindittobearelaxingexperiencethatissharedbyfamilyandfriends(Myers

297).Leisureshoppersaremostlyfemale,andareoftentargetedshoppersbutenjoy

shoppingoccasionallyasaleisureactivitythatisaccompaniedbyfriendsanddining

(Myers297).Finallythereisthereluctantshopper,whounderstandthesocialaspects

ofshoppingbutwillmostlyonlyshopwhennecessary,usingtheInternetorcatalogues

asameanstopurchasetheirapparel(Myers297).Thestudydidrevealthatthereisa

strongfocusonsocializingandshoppingformatureadults,mainlyfemales.The

informationprovidedbyMyers,Peters,andThomassuggeststhatmarket

segmentationwithinthebabyboomerdemographiccanbeutilizedbyretailersin

developingstrategiestomeettheneedsofthespecifictypologiesthroughstore

ambience,service,andproductassortment.

Otherstudies(Moody2010)suggestthatfocusingonsustainabilityandethical

practicescangreatlyinfluencewherebabyboomerschoosetoshopandwhattheybuy.

Thebabyboomgenerationisonethatgrewupamidstsocialchangeanduncertainty.

16

Theygroupedtogethertocreatemovementsthatdirectlycreatedchange,suchasthe

women’srightsmovement.Moody’s(2010)discussionontheageingpopulationand

theenvironmentalcrisisisofparticularimportancetothefashionindustry,and

marketingtobabyboomers.AccordingtoMoody,“Thehumanspecieswillneedto

makeenormouschangesinresponsetoglobalwarming,speciesextinction,andother

environmentalthreats”(70).Theageingpopulationseethemselvesasgatekeepersof

thefuture.Theyseethingsinamuchlargerperspectivethananyotherdemographic,

andwithalargerdisposableincometheywillbewillingtospendmoretoensurethat

futuregenerationsareenvironmentallyaware.Boomersarefocusingontheethical

sourcingofproducts,andtheenvironmentalimpactoftheirgarments(Moody71).

Whilesocietyusuallylookstoyouthforfuturetrendstheimportanceofsustainability

anditsgrowingimportanceintheeyeoftheconsumerliesintheboomergeneration.

Anotherfactoraffectingbabyboomershoppingbehaviorisloyaltymarketing

programs.FergusonandBrohaugh(2010)researchedtheimportanceofloyalty

marketingintheretailapparelindustry.Loyaltymarketinginvolvesretailer‐

developedincentiveprogramsdirectedatmaintainingthe“capitalofthebaby

boomers”(Ferguson76).Thepopularityofloyaltymarketingamongstthebaby

boomersdemographicledthemtobecomeknownasthe“LoyaltyMarketing

Generation”(Ferguson79).

Thebiggestmistakethemarketcouldmakeistochangethemessagetobaby

boomersjustbecausetheyhavehitretirementage.Forthepasttwentyyearsthere

hasbeenafocusonthe20‐to49‐year‐oldagebracket,butwhatisoftenoverlookedis

thatbabyboomershittheirspendingpeakat54(Ferguson78).Boomersareplanning

17

toworkatleasttwentyhoursaweekpasttheageof67inorderto“livewell”

(Ferguson78).Iftheseprojectionscometofruition,spendingpatternsofthebaby

boomerswillreflectmiddle‐agedbehaviorforalongerperiodoftimethanhasbeen

thecaseforpreviousgenerations.

Otherstudieshavefocusedonwherefemalebabyboomersareshoppingfor

apparelbylookingatthemainreasonsconsumersshopatparticularstores,their

experienceswithapparel,theirbrandloyalty,andtheinformationthatisimportantto

themwhenmakingadecisionaboutbuyingapparel.Fitisintegraltotheshopping

experience;Howarton’sstudyrevealedthat“ifagarmentdidnotfitinthestore,

respondentswerenotlikelytorequestalterations”andwouldrathertaketheir

businesselsewhere(227).StudiesbyPetersetal.(2011),Thomas(2009),and

Birtwistle(2005)allfoundthatwomenovertheageoffiftyareinterestedinfashion,

wanttobefashionable,andarewillingtopaymoreappareldollarsonclothingthat

satisfiestheiruniqueneeds.MumelandProdnik(2005)dividedtheirsampleinterms

ofemploymentandsocialactivity.Theyfoundthatretiredindividualsshopfor

clothinglessoftenthanemployedindividualsandtheemployed,andthatsocially

activeemployeeswillspendmoreonapparelthantheirsociallyinactivecounterparts

(Mumel440).MumelandProdnikalsofoundthattheirrespondentspreferredthe

serviceof“smallindependentshopsorshoppingcentersandwerelesslikelytoshop

ontheInternetorconsignmentstores”(439).Withinthestudy’smostviablemarket,

theemployedsociallyactivebabyboomer,theyfoundthattheseindividualsarewilling

tomakelong‐distancetripstobuyclothing,favoringstyleoverconvenience,andthey

aremoreinclinedtobuyclassicandfashionableclothingthatbooststheirselfesteem

18

(Mumel443).Inaddition,sociallyinactiveemployees(thesecondmostviablemarket)

aremorelikelytofavorcomfortandlowpriceovertrendandstyle.Thisdoesnot

meanthatretiredbabyboomersarenotcommerciallyviable,butonlythattheirneeds

andwantsareverydifferent,astheywearthesameclothingformanyyearsandrely

greatlyontheadviceofsalesassociatesfortheirchoices(Mumel443).Thereisagreat

differenceamongbabyboomerswithrespecttotheimportanceofprice,service,and

fashionability,whichiswhystudyingtheiruniqueneedsandwantsisgreatly

importanttoretailers.

Whenaskedabouttheactualpreferencesboomerwomenhaveinclothing,

HowartonandLee(2010)foundthattheirrespondentsvaluedcareinstructions

(82.5%),fabriccontent(75.5%)andfinallytheconstructionofthegarment(56.8%)as

mainreasonsforpurchasingagarment.Fabriccareandfabriccontentwerealso

importantinthedecision,asfabricqualityisidentifiedasextremelyimportanttothe

femalebabyboomer(HowartonandLee)comparedtotheyoungergenerations.When

purchasingapieceofclothing,femalebabyboomersaremorelikely(71%versus17%)

tocheckthefabriccontentlabelthanyoungercohorts(Howarton222).Respondents

ofHowarton’sstudyalsoidentifiedclothingstylestheypreferredtowear.Themost

popularclothingstyleswere“slacksandablouse,while71.6%optedforjeansandat‐

shirt…followedbyjeansandablouse”(226).Oftheserespondents,anoverwhelming

91.3%preferredapparelthatwascomfortablefollowedbythosewhopreferredtheir

appareltofitwell(79.9%)andfinallythosewhowantedtheirclothingtobeflattering

totheirfigures(76.9%)(Howarton226).Overallthefemalebabyboomerislooking

forcomfort,fit,andflatteringsilhouetteswhenshoppingfortheirapparel.

19

Methodology

PopulationandSample

ThestudyfocusedonwomenofthebabyboomergenerationlivinginToronto.

Aconvenience,non‐probabilitysamplewascollectedof55individualswhowere

femaleandbornbetweentheagesof1946and1964.Thesamplewasgatheredfrom

withintheRyersonUniversityfacultyandstaff.AnemailwassenttofemaleRyerson

facultyandstaffaskingthattheindividualsthatmetthecriteriaofthestudyconsentto

anonlinesurvey.Themaincriteriaofthepopulationwasthattheywerefemaleand

betweentheagesof46and64.UsingReisenwitz(2007)study,thepopulationwas

dividedonthesurveybythe“MeGroup,”thoseaged46‐55andthe“VietnamGroup,”

thoseaged56‐64.Theresearcherfurtherdividedthe“VietnamGroup”intotwo

sections:56‐59and60‐64.Theresearcherdidthistoexamineiftherewasany

differencesinconsumerpreferencesastheindividualentered/approachedretirement

age.

Thesamepopulationwasrevisitedforthefocusgroup.Quotasamplingwas

usedtoensurethatthegroupwas“broadlyreflectiveofthepopulationofinterest,or

willprovideanarrayofmarketviews”(Seale199).Thefocusgroupsampleconsisted

offiveindividualsthatrepresentedthebroaddescriptorsofthebabyboomgeneration

withrespecttoage,maritalstatus,andbodytype.Theresearcherfeltthatfive

individualswasenoughtoensurethatthefocusgroupcouldbesuccessfullydirected

throughopenconversationaboutthetopicwhilestillmaintainingthe“demographicof

interest”(Seale199).

20

InstrumentsUsed

Amixedmethodsapproachwasusedinordertoobtaindatatoaddressthe

researchquestionfromnumerousperspectives(Seale294).Themixedmethods

approachalsoassistedintriangulation,whichmeantthatbycombiningtwomethods

ofdatacollectiontheresultscouldbecrosscheckedforconsistencywhilereducingbias

(Seale297).Thefirstmethodwasasocialsurveythatemployedstructuredresearch

questionsandself‐completionquestionnaires(Seale165).Itwaschoseninorderto

obtainthelargestcoveragewithoutincurringalargecost(timeandtravel),toreduce

thepossibilityofbiasfromaninterviewer,andtofacilitateanonymity(Seale166).An

onlinesurveygeneratorwasusedtoensureanonymity.Thereasonforcollectingthe

samplefromtheRyersoncommunityratherthanthegeneralpopulationwasto

increasethechancesthatthesurveywouldbereturned,astheacademiccommunity

hasaninvestedinterestinfurtheringknowledge(Seale166).Consentwassentwith

thesurveyinanemailsothattheparticipantknewthatbyfollowingthelinktothe

websitetheywereconsentingtothequestionnaire(seeappendixa).Afocusgroupof

fivewomenwasgatheredinordertoexploretheformationofaccountsofstyles,fit,

qualityoffabrics,andselectioninthefashionretailmarket.Afocusgroupassistsin

determiningsociallyproducedattitudes,astheyareshapedthroughinteractions

(Seale194).

Thefocusgroup’sdatawascollectedthroughnotetakingthatwaslatercross‐

referencedagainstthesurveydataandthenanalyzed(Seale195).Oncethe

participantswererecruitedforthefocusgroupwrittenconsentwasgiventothemand

verballyreadtothembeforetheysignedtheform(seeappendixb).Discussiontook

21

placetodeterminehowsatisfiedboomerwomenwerewiththeirshoppingoptionsand

alsowhattheyfeltwasneededinordertomeettheirneeds.Thefocusgroupprovided

anotheraspectoftheaccountoffemaleboomeropinionsofthefashionapparelmarket.

Thefindingswerecrosscheckedagainstinformationfoundfromthesurveytoincrease

validity.

Howthedatawascollectedandanalyzed

Thedatawascollectedthroughemailingthelinktoanonlinesurveytofemale‐

dominateddepartmentsatRyersonUniversity,locatedinToronto.Thesurveywas

oncepilotedandsubsequentlymodifiedtoensureclarityandanestimatedcompletion

timeof10minuteswasobtained.Thesurveywasdividedintothreecategories(see

appendixc).Thefirstcategoryinvolveddemographicsandlifestylechoices.Itwas

basedonHowarton’s(2010)frameworkforlifestyle,andwascodedbasedonage,

maritalstatus,education,employment,incomeandhouseholdincome,retirement

plans,andleisureactivities.Thefirstsectionincludedstructuredquestionsthatwere

askedinordertodevelopabetterunderstandingoftheindividualrespondent’splace

inthemarket.

Thesecondsectionofthesurveyinvolvedconsumersatisfactionquestionsfor

femalebabyboomersabouttheretailapparelindustry.Thesequestionsexplored

participants’satisfactionwithfit,easeofcare,fabric,trends,andmorespecifically

respondent’ssatisfactionwithspecificstylesofclothinglikeformalbottomsandcasual

tops.ThesecondsectionofthesurveyutilizedLikertscalestoindicatehowmuch

respondentsagreedordisagreedwithstatementsrelatingtoattitudestowardsthe

shoppingexperience(Allen64).TheLikertscalerangedfrom1to5,with1indicating

22

either‘notsatisfied’or‘notimportant’and5indicating‘verysatisfied’or‘very

important’.

Thethirdpartofthesurveyaskedquestionsbasedonconsumershopping

behavior.Respondentswereaskedquestionsrelatingtowherefemalebabyboomers

buytheirclothing,fashionleadership,brandloyalty,sustainablepractices,andhow

individualsspendtheirappareldollars.Likertscaleswereutilizedtomirrorsection

twoforclarity,withthescalerangingfrom1to5,with1indicating‘notimportant’and

5indicating‘veryimportant’.Thefinalquestionsregardinghowindividualsspend

theirappareldollarswereclosed,structuredquestionsthatwerecodedwith‘often’

indicatingonceormoreaweek,‘somewhatoften’indicatingonceormoreamonth,

and‘notoften’indicatingonceormoreayear.

Thesecondpartoftheresearchinvolvedafocusgroupoffiveindividualsfrom

thesurveysamplethatgavefurthersocialinputtothediscussionofboomerfemales’

attitudestowardsfashionapparel.Theinformationthatwasgatheredwas

triangulatedwiththedatafromthesurvey.Asemi‐structuredtopicguide(see

appendixd)wasusedtodirectthediscussionandreflectedthemaintopicsofthe

survey(Seale194).Thediscussioninvolvedlifestyle,spendinghabits,preferredcuts,

andqualityoffabrics.Thefocusgroupdiscussionalsoinvolvedvisualcuesofsourced

silhouetteswithdescriptionsofcuts,fabrics,andpricedeliveredtothegroupbymeans

ofaPowerPointpresentation.Perceivedreactionsweredocumented.

Thefirsttopicofthefocusgroupwasbasedonsurveyresults,mainly

identifyingtheactivitiesthatsurveyrespondentshadstatedwereimportanttothem,

suchasvacationing,athletics,anddining.Discussionfollowedonwhetherornotthe

23

individualsfoundtheirclothingoptionssuitablefortheactivitiesrankedhighestonthe

survey.Therewerealsoquestionsrelatingtowhatthewomenpreferredtowearona

dailybasis.Thesequestionswereintendedtogeneratediscussionregardingclothing

preferencesinpreparationforthemorespecificdiscussioninparttwo.

Thesecondpartofthefocusgroupinvolvedpresentingvisualstimulibasedon

theresultsofthesurveytodeterminewhichsilhouettesthefemalebabyboomers

foundpleasing.Theresearchercollectedimagesofvaryingsilhouettesfromanonline

trend‐forecastingwebsite.Theimagesweregroupedintothreecategories:trousers,

skirts,andtops.Therespondentswereaskedtoidentifywhichsilhouettestheywould

belikelytopurchaseandexplainwhytheymadetheirdecisions.Thethirdtopic

involvedshoppingbehavior–mainlytheimportanceofpersonalappearance,the

importanceofdependantstotheshoppingexperience,andwhattheparticipantsfound

pleasingintheirshoppingexperience.Thefindingsweretriangulatedforaccuracy

againstthesurveydata.

24

Results

DemographicInformation

Thedemographicsofthesurveyrespondentssuggestedthattheywere

primarilylivinginmiddle‐classhouseholds.Ofthe55respondentsofthesurvey,the

majority(69%)weremarried.Oftheremainder,14%weredivorced,6%hadnever

married,and1%wereseparated.Therespondentshadhighlevelsofeducation,with

21%havingauniversitydegree,13%acollegedegree,9%amastersdegree,and6%a

doctorate.Themajorityoftherespondents(78%)wereemployedfulltime;the

remaining7%ofrespondentswereemployedpart‐time.Almosthalf(47%)hadan

incomeofbetween$60000‐$100000and41%hadahouseholdincomeexceeding

$100000.Bothofthesestatisticsarehigherthanthenationalaverageasonaverage

individualsbetweentheagesof45‐64earn$44798annuallyandtheaverage

householdincomeis$69548(StatisticsCanada).

BabyBoomerAttitudes

Themajority(50.9%)ofrespondentshadplanstoretirewithinthenextfiveto

tenyears.Twenty‐sevenpercentofindividualshadnoplanstoretire.Whenasked

howoftentheindividualsspentmoneyintheapparelmarket,most(50.9%)statedthat

theyshopped“somewhatoften”(onceormoreamonth)followedby“notoften”

(47%).Whenaskedwhatcategoryofclothingthesurveyrespondentswouldmost

likelyidentifytheirwardrobeas,most(54.5%)said“businesscasual”followedby

“casual”(32.7%).Asidefromwork,theactivitiesthatinfluencedtheirapparelchoices

weremainlyvacationing,dining,andsportsorfitnessactivities(seetable1).

25

Table1

WhatActivitiesInfluenceApparel

Choices

Vacationing 27

Dining 21

Sports 19

Health/Wellness 16

Theatre/Cinema 11

Work 9

Volunteering 7

Childcare 6

Comfort 5

ElderlyParents 4

Grandchildren 3

FindingUniquePieces 2

Pets 1

Therespondentsofthefocusgroupdidnotindicatethattheyshoppedfor

particularactivities.Inthisinstancethedatafromthesurveyandthefindingsfromthe

focusgroupnegatedeachother.Theywereconstantlylookingforversatilepiecesthat

theycould“dressupanddown”(ParticipantB).Theparticipantsofthefocusgroup

statedthattheywouldshopupwardsof“threetimesaweek”(ParticipantC).Thisdid

notnecessarilymeanthattheywouldbuyclothingthreetimesaweek,butrather

foundshoppingan“emotionalrelease”(ParticipantB)thattheywoulddoafteradayat

work.Theparticipantsstatedthattheywerealwayslookingforitemsthatmadethem

feelgood,thatwere“fun,colorful,andcasual”(ParticipantD).Therewasafocuson

26

multipurposeitemsandversatilityinthediscussionaboutwhattheparticipants

shoppedfor.Theirdecisiontopurchaseclothingwasbasedontheclothingbeing

comfortableandmultipurpose,andwereclothesthattheparticipantgenerallyfelt

lookedgoodonher,andfeltgood.

ConsumerPreferences

Theresultsofthesurvey(seetable2)foundthatthemostimportantfactorin

makingadecisionaboutwhattobuywasthefitofthegarment(m=4.79).Secondwas

theeaseofcare(m=4.41),followedbycomfortandfeel,andfabriccontent(m=4.2).

Overhalfoftherespondentsconsideredthequalityandtheconstructionofthe

clothing“veryimportant”(m=4.2)whenmakingadecisionaboutwhatclothingto

purchase.Respondentsaged60‐64didnotfindeaseofcareasimportant(m=4)

comparedtotheaverage(m=4.41).Thiscouldpossiblybebecausetheagegroupis

approachingretirementandhavemoretimetocarefortheirclothing.Somewhat

paradoxically,respondentssaidthatbothclothingtrendsandclassicsilhouetteswere

somewhatimportantwhenmakingdecisionsaboutwhatclothingtobuy.Commonly

theseconsumersweretrenddrivenorpurchasedclassicclothing.

Thefocusgroupwasaskedsimilarquestions;howeverinthefocusgroup,the

maindiscussioninvolvedclothingcomfort.Whenaskedaboutcomforttherewasa

generalagreementthattheparticipantswouldnotbuyagarmentunlesstheitemwas

comfortableforthemtowear.Comfortableclothingwasfirstidentifiedbyfabric,

mainlycoolwoolsandlightweightnaturalfibers.Secondly,comfortableclothingwas

identifiedbysilhouette,includingclothingthatskimsthebodyanddoesnotcling.Also

necklinesthat“v”orcowlwerepreferredoverothersilhouettesbecausetheydidnot

27

constricttheneck.AspointedoutbyrespondentA,asboomerwomenagetheirbodies

“havemoredifficultyregulatingtemperature.”Astheirbodytemperaturesaresubject

tosuddenchanges,itwasimportanttotherespondentsthatthefiberstheywearallow

theirbodiestobreatheandthatthesilhouetteofthegarmentnotconstrictthebody.

Overall,participantsagreedwithsubjectDthatcomfortisnotseparatefromstyle,

ratherthetwomustcomeasa“packagedeal”whenpurchasinganitem.

Table2

ConsumerPreferences 4655 5659 6064 TOTAL

m=

Howimportantisthefitofyour

clothing? 4.77 4.78 4.8 4.79

Howimportantistheeaseofcareof

yourclothing? 4.54 4.36 4 4.41

Howimportantisthecomfortandfeel

ofyourclothing? 4.74 4.64 4.78 4.2

Howimportantisthefabriccontentof

yourclothing? 4.16 4.36 4.22 4.2

Howimportantisthequalityofthe

constructionofyourclothing? 4.54 4.42 4.55 4.5

Howimportantareclothingtrends

whenmakingadecisionofwhat

clothingtobuy? 3.42 3.14 3.11 3.48

Howimportantareclassicsilhouettes

whenmakingadecisiononwhat

clothingtobuy? 3.48 3.42 3.78 3.5

With1beingnotimportantand5beingveryimportant

28

Thefocusgroupparticipantswerealsoaskedhowimportanttimelessgarments

weretothem,andwhetherornottheythoughtpurchasingtimelesspieceswas

importanttothem.Participantsrespondedpositivelytotheconceptoftimelessness,

sayingthattheywouldinvestmoreoftheirdisposableincomeonanitemifitwas

identifiedastimelesstothem.RespondentAmentionedtwocoatsofwhichshehad

replacedtheliningtwice,butsaidtheywere“stillontrend”thatshecould“repurpose

andremake”thembyintegratingfastfashion.ParticipantDassociatedclassicwith

timelessness,statingthatthingssuchasa“classblackjacket”areitemsthatshewould

mostlikelyinvestin.

Duringthefocusgroupitbecameevidentthattheparticipantslikedtochange

theirwardrobeonaconstantbasis.AsParticipantCsaid,“Igetsickofmyclothes,”

makingpurchasingtimelessclothinglessimportant.Howeveruponfurtherdiscussion

itwasdeterminedthatparticipantslikedtopurchaseinexpensivetrendpiecesto

integratewithpiecesthattheyconsidertimeless.Moreover,boomerwomenaremore

likelytospendonanitemofclothingthatwilllastthemforever.Theparticipants

definedtimelessclothingas“somethingtowearformanyyears”andsaidthatthey

wouldalso“buylower‐endclothingtomakeitseemnewer”(ParticipantA).Inother

words,babyboomerwomenarelikelytocombinequality,tailoredclothingwith

trendy,inexpensiveitemsinordertoupdatethepiecesthattheyhadintheirwardrobe

alongtime.Ifthereareitemsofclothingtheybelievetobetimelessbabyboomer

womenwillinvesttoensuretheygettheirwearoutoftheitem.

29

InvestinginBetterConstructionandFabrics

Thefocusgroupparticipantsfoundthattheycouldeasilyidentifybetterquality

throughfabricchoicesandconstructionofthegarment.Itbecameapparentthatthe

individualspaidattentiontodetailssuchasdartingandliningwhichgreatlyaffected

theirapparelchoices.ParticipantCstated:“Iamwillingtopaymoreforbetter

material.Thefabric,cut,andconstructionareallimportant.”Theyalsoindicatedthat

therewasadirectcorrelationbetweenpricepointandfit,astherespondentsfeltthat

purchasinganexpensivegarmentcouldberationalizedbybetterfit.Thiscorrelatesto

thefindingsofthesurvey,asbothfabriccontent(m=4.2)andqualityofconstruction

(m=4.5)wasfoundtobeveryimportantwhenmakingadecisionabouttheirapparel

choices.

Inthefocusgroup,ParticipantBpointedoutherparticulardissatisfactionwith

plus‐sizedclothingstatingthatfabricchoicesandfitwereahugeissueforherasthe

“printsize,fabric,andlengthofthepantleg”weredisproportionatelyoversized.The

finalissuementionedwithclothingchoiceswascareinstructionsbecausethe“expense

ofdrycleaning”(ParticipantC)wouldswaythedecisionawayfrompurchasingadry‐

clean‐onlygarment.Overall,participantswerelookingforgood‐qualityfabricsatthe

rightpricepoint.Theywanted“goodvalue”(ParticipantE)fortheirclothingchoices

thatwereeasytocareforandcomfortabletowear.

ClothingChoicesandSatisfaction

Respondentsofthesurveywerethenaskedtoratetheirsatisfactionwith

clothingavailabletotheminthemarket,categorizingthechoicesbybottomsandtops,

thenbycasualandformal(seetable3).Theresultsshowedthatwomenaged56to59

30

weretheleastsatisfiedwiththeapparelchoicesinthemarket,especiallycasualtops

(m=1.85),followedbyformalbottoms(m=2.28)thencasualbottoms(2.36)andfinally

formaltops(2.85).Theiroverallsatisfactionwas15‐33%lessthantheotherage

groups.Theotheragegroupthatwassomewhatsatisfiedwiththeclothingselectionin

themarketwasthe46‐55cohort.Theirsatisfactionrangedbetweenm=2.9‐3.15

amongstthedifferentcategoriesofclothing.Theiroverallsatisfactionwasexactly

m=3,meaningthattheyweresomewhatsatisfiedwiththeirapparelselectioninthe

market.

Table3

ClothingSatisfaction 4655 5659 6064 Totals

m=

Howsatisfiedareyouwiththeavailability

ofcasualpants,skirts,andotherbottoms

inthemarket? 2.9 2.36 3.89 3.2

Howsatisfiedareyouwiththeformal

pants,skirts,andotherbottomsinthe

market? 2.9 2.28 3.56 2.8

Areyousatisfiedwiththecasualtopsyou

findinthemarket? 3.15 1.85 3.56 3.1

Areyousatisfiedwiththeformaltopsyou

findinthemarket? 3.03 2.85 3.67 3.1

Overallhowsatisfiedareyouwiththe

clothingavailabletoyouinthemarket? 3 2.57 3.89 3

With1beingnotsatisfiedand5beingverysatisfied

31

Theage60to64cohortwasonaveragethemostsatisfiedgroupoverallwith

whatwasavailabletotheminthemarket(m=3.89).Theyweremostsatisfiedwiththe

casualpantsofferedtothem(m=3.89)followedbyformaltops(m=3.67),andthen

bothcasualtopsandformalpants(m=3.56).Satisfactionwithclothingthendecreased

betweentheagesof46‐55and56‐59andthenincreasedfrom60to64.

Basedontheresultsofthesurvey,respondentsfoundthatoveralltheywere

somewhatsatisfied(m=3)withwhatwasavailabletothemintheapparelmarket.

Theyweremostsatisfiedwiththetopsthatwereavailabletothem(m=3.1)followed

bythebottoms(m=3).Therespondentsofthesurveyweresomewhatsatisfiedwith

theirapparelchoices,meaningthattheirneedsarenotfullybeingmetinthemarket.

Thesefindingsweresimilartothatofthefocusgroup,wheretheparticipants

foundthattheywere“somewhatsatisfied”withwhatwasavailabletotheminthe

apparelmarket,notingelementsoftheirwardrobethatwerelacking.Themain

concernsthattheparticipantshadwiththeirclothingchoicesincludedill‐fittingitems

andtheneedtocovertheirbodieswithoutfeelingliketheywerepurchasingan“older‐

person’sclothing”(ParticipantC).Theyexpressedadesiretofindclothingthat

“skimmedthebodybutdidnotcling”tothem(ParticipantD).ParticipantAfoundthat

itwasdifficulttofinddressesthatcoveredherlegsthathadamoretailoredfit.

ParticipantBalsoaddedtheimportanceofasleeveasbeinga“functionoftheageing

process”andfoundherbodywas“changinginadifferentwayfromtheclothing”that

shepreferredtowear.Themainelementsthatthefocusgroupparticipantslookedfor

intheirclothingwereasfollows:

a. Pantswithamediumtohighrise

32

b. Skirts,pants,anddressesthatskimmedthebody,showingtheirfigure

withoutbeingtooclingyorbaggy

c. Casualtopsthatdidnotclingtothemid‐section

d. Lowernecklinesandlayeringpiecestoaccommodatethechangestotheir

bodytemperature

Therespondentsdidnotusewordingsuchas“trends”or“classic”todescribewhat

theywantedinthemarket,ratherthewordingtheyusedtodescribetheirclothingwas

“funandinteresting”(ParticipantA)or“unique”(ParticipantC).Therespondentsof

thesurveywerecomfortablewiththechangesthatwereoccurringwiththeirbodies:

theywerehappywiththewaytheylooked,butfoundthatthesechangesplacedthem

inacategorywithintheclothingretailmarkettowhichtheydidnotrelate.Participant

Cnoted,“Thegeneralattitudeofthefashionworldhasforgottenthe55pluswoman.”

Theparticipantsofthefocusgroupwantedclothingthatwasnotage‐specific,but

accommodatedthenaturalchangestothefemalebodyasoneages.

TrouserandSkirtSatisfaction

Theparticipantsofthefocusgroupwerethenaskedtolookatagroupof

trousers(seefig.1)andagroupofskirts(seefig.2)anddeterminewhichsilhouettes

theypreferred.Theynotedthat“findingpantsthataccommodatethighs”(Participant

A)and“theproportionsofthepantsontheleg”(ParticipantB)arethetwomain

factorstheyconsiderwhenbuyingtrousers.Theparticipantswantedapantthat

lookedgoodandhadstyle,butcouldalsomaintainitsshape,Itshouldbemadeofa

naturalfiber,andbelinedanddarted.Theyalsonotedthatthey“spendafortuneon

alterations”(ParticipantB)fortheirpantsbecausetheyweredissatisfiedwiththeway

33

theyfit.Overalltheparticipantswerelookingforaninterestingpantthatwaswell

tailored.

Fig.1:TrouserOptionsforFocusGroupRespondents

WGSNOriginalArtwork.TrousersS/S12WomenswearKeyItems.2010.NewYork.Worth

GlobalStyleNetwork.Web.6thJan2012.

Whengiventhechoicesofdifferentsilhouettesmostchoseoption2(seefig.1):

thelightweight,mid‐risetrouser.Theynotedthatthesilhouettewasversatile,asthey

could“dressitupordown”(ParticipantA)makingitagoodoptionforworkorfora

specialoccasion.ParticipantBaddedthatthe“looseweightofthefabricwouldhide

thethigh”withoutclingingtothebody.ParticipantDnotedthattheangledpockets

weremoreflatteringforthefigure,whichwouldgreatlyaffectherchoicetopurchase

thepant.ParticipantEaddedthatthecasualnatureofthepantappealedtoher.

Thesecondchoicewasoptionthree(seefig.1):thehigh‐waistedstraightleg

pant.Participantslikedthenarrowlegastheyfeltthatitwouldnot“emphasizewidth

34

becauseitisstraightfromthehipdown”(ParticipantB).ParticipantDalsonotedthat

thepantwouldbebestforpetitesilhouettesbecausethestraightlineitcreateswould

elongateherfigure.Finallyparticipantswerealsodrawntooptionfive,ahobblepant

witharelaxedwaist,andaroundedlegthattaperedattheankle.Thenarrowlegalso

appealedtotheparticipantsandtheyidentifiedthepantasagoodsummeroption.

ParticipantEfoundthatshelikedthesilhouetteoftrouseroptionfivebutfeltthatshe

wastoooldtowearit.Participantswerelookingforarelaxedsilhouettethatdidnot

clingtotheirhipsandhadamidtohigh‐rise.

Threesilhouettesalsostoodoutforskirtselection(seefig.2).Allparticipants

weredrawntoskirtoptionone(seefig.2):thefittedflaredmid‐lengthskirt.Thisskirt

skimsthehipsandfallsfulleratthehem,restingmid‐calfontheindividual.Participant

Cnotedthatthe“fabrichadtodrapewell”onthisparticularskirtforittoappealtoher,

statingthatthefabricneededmoreweight.ParticipantDaddedthatalighterfabric

wouldalsoappealtoherasshesawitasaperfectsummeroption.ParticipantBnoted

thattheskirt’ssilhouetteisgreatfortravelandasaneveningwearoption.Shealso

addedthatthelengthwasgoodasshepaysmoreattentiontoskirtlengthbecauseas

sheagessheis“moreconsciousoftripping”(ParticipantB).Participantswereall

consciousoffabricthatfellbytheankles,astheywereconcernedwithtrippingand

seriouslyharmingthemselves.Participantswerealsodrawntooptionthree(seefig.

2):thedartedrectangularstraightcutthatfellmid‐calf.

35

Fig.2:SkirtOptionsforFocusGroupRespondents

WGSNOriginalArtwork.SkirtsS/S12WomenswearKeyItems.2010.NewYork.WorthGlobal

StyleNetwork.Web.6thJan2012.

ParticipantAnotedthatthegarment“skimsthebody”inaflatteringwayandthatshe

wouldwearitinamedium‐weightjersey.ParticipantBfoundthatthegarmentwas

workappropriate.ParticipantDalsolikedtheshapeoftheskirt,statingthatthefull

skirtisgoodbutshe“thinksofitasawinterskirt.”FinallyOptiontwo(seefig.2)was

favoredbythepetitewomenofthegroup,butbothofthembelievedthattheskirt

neededtobeslightlylonger.Overallthewomenwerelookingforamid‐calflengththat

skimmedthebody,mainlythroughthethigh.

SatisfactionwithTops

TheparticipantsweregenerallysatisfiedwithtopOptionthree(seefig.3):the

shelltopthata‐lines,withacollapsedboatnecklineandabracelet‐lengthsleeve.

ParticipantAstatedthatnumber3isamoreclassicoptionin“at‐shirtmaterial.”She

36

alsostatedthetopappealedtoherbecauseitwasnotsleeveless,itcoveredherbra

straps,andhadagenerousfittingarmhole.ParticipantBaddedthatOptionthreewas

agoodchoicebecauseofitsversatility,asshecould“accessorizethetoptochangethe

look.”Option2(seefig.3):theloose,low‐slungwraptopwasanoptionthatgotmixed

feedbackfromtheparticipants.ParticipantAwasdrawntothetopasaslightlyformal

piece.HoweverParticipantBstatedthatshewouldneverwearOption2because“it

requiresalayer.”Thepetiteparticipantslikedoptiontwobecausethe“v‐neck

elongatesthebodyandgivesalongcleanline”(ParticipantD)andgenerallyfoundit

slimmingandflatteringfortheirfigures.

Fig.3:TopOptionsforFocusGroupRespondents

WGSNOriginalArtwork.TopsS/S12WomenswearKeyItems.2010.NewYork.WorthGlobal

StyleNetwork.Web.6thJan2012.

37

Participantsalsofoundoption1tobesuitableforformalwear(seefig.3):the

waistaccentuatinglongtopwithbroadshoulderlineandcutoffsleeves.Both

participantCandDpreferredthisoptionbecause“itshowsoffmynaturalwaist”

(ParticipantC).AlloftheparticipantslikedthetailoringintheshirtinOption5(see

fig.3)butfeltthatitwastooboxyandwouldnotshowofftheirshapesasmuchasthey

wouldlike.Overalltheparticipantsofthefocusgroupwantedtopsthatwerenottoo

closetotheneck,showedofftheirnaturalwaists,couldeasilyconcealtheir

undergarments,andwereforgivinginthearmhole.Theparticipantsthatidentified

themselvesaspetitealsonotedtheimportanceofcreatingalonglinebywearingv‐

necks.Allofthedetailsdiscussedwereintegraltotheparticipantswhenmaking

decisionsaboutwhattopurchaseintheapparelmarket.

ShoppingBehavior

Thesurveyrespondentsdidnotfinditimportant(m=2.56)tobuytheirclothing

ataboutiqueorspecialtystore.Theintimatenatureoftheserviceataboutiquedid

notappealtothem.Theresultsweresimilar(m=2.7)whenaskedhowimportantit

wasforthemtobuyatadepartmentstore.Theagegroupthatfounditleastimportant

tobuyateitheradepartmentstoreoraboutiquewasthe61to64age‐group.

Thereweresimilarmixedresultsforthefocusgroup.ParticipantApreferreda

boutiqueoveradepartmentstorebecausedepartmentstores“aretoooverwhelming.”

Theselectionatadepartmentstoreisover‐stimulating.Otherspreferredthe

departmentstorebecauseofthe“hassle‐freereturnpolicy”(ParticipantB).Participant

Cidentifiedherselfasanindependentshopper,whowillshopanywherebecauseshe

“knowswhatlooksgoodon[her]body.”Allparticipantsstatedthattheyweremore

38

pricedrivenwhendeterminingwheretoshop,preferringoff‐priceretailerslike

MarshallsandWinnerswhenshopping.Theywereabletoeasilyidentifyquality

materialsandtailoringbutdidnotlikepayingfullretailforit.

Table4

ConsumerShoppingBehavior 4655 5660 6164 Totals

m=

Howimportantisshoppingata

boutiqueorspecialtystorewhenbuying

yourclothing? 2.72 2.28 2.44 2.56

Howimportantisshoppingata

departmentstorewhenbuyingyour

clothing? 2.62 3.14 2.44 2.7

Howimportantisitthatyoulookyour

absolutebest? 4.03 4 4.3 4.1

Howimportantisthebrandofclothing

whenmakingadecisionaboutwhereto

shopandwhattobuy? 2.81 2.2 2.89 2.67

Howimportantareloyaltyprograms

whenmakingadecisionaboutwhereto

shopandwhattobuy? 2.37 1.93 2 2.2

Howimportantisethical/sustainable

practicesofagarmentwhenmakinga

decisionaboutwheretoshopandwhat

tobuy? 3.09 3.14 3 3.1

With1beingnotimportantand5beingveryimportant

Thesurveyalsofoundthatrespondentsfeltitwasimportanttolookgood

(m=4.1).Thismeantthattheywouldspendmoreonitemsthatmadethemfeelbetter

39

aboutthemselves.Thesurveyalsofoundthatbabyboomerwomendidnotfindloyalty

programs(m=2.2)instoresandbrandedfashion(m=2.67)importantwhenmakinga

decisionaboutwheretoshopandwhattobuy.Theagegroupthatfoundloyalty

programs(m=2)andbrandedfashion(m=2.89)leastimportantwasthe56‐59age

group.

Thereweresimilarresultsinthefocusgroup,wheretheparticipantssaidthey

didnotparticipateinloyaltyprograms.Theydidhoweverfeelastrongerloyaltyto

brandedfashionthandidtherespondentsofthesurvey.AsParticipantBstated,“Once

[I]haveabrandthatfits,Iwillgobacktoit.”ParticipantAalsostatedthatherlookis

moreforwardandinnovative,soifsheknowsabrandthatfitsherlook,shewillreturn

toit.

Finally,bothsurveyrespondentsandfocus‐groupparticipantsfoundethical

products“somewhatimportant”(m=3.1)whenmakingadecisiononwhattobuyand

wheretoshop.Thefocusgrouprespondentsaddedthatknowingaboutaretailer’s

ethicalpracticessuchasanti‐childlaborretailerswouldencouragethemtobuythe

clothing.However,theysaidthatothersustainablepracticessuchastheuseoforganic

fiberswouldnotswaytheirdecisiononwheretoshopandwhattobuy.Overallthe

respondentsfeltthatitwasimportanttolooktheirabsolutebest.Femalebaby

boomersdidnotrespondtoloyaltyprogramsorbrandedfashion,andpreferredoff‐

priceretailerstoboutiqueanddepartmentstoreswhenmakingadecisionaboutwhere

toshop.

Respondentsofboththefocusgroupandthesurveydidnotfindanyparticular

importanceforfactorswhenmakingadecisiononwheretoshopandwhattobuy.In

40

thefocusgroupdiscussion,itwasdeterminedthatfemalebabyboomerspreferredoff‐

priceretailersasopposedtodepartmentstoresorboutiques.Theypreferredtoshop

independentlyandwerenotinfluencedbyloyaltymarketing,sustainableproducts,and

brandedfashion.Thereforethebestwaytoreachthelucrativedemographicisifoff‐

priceretailersplanclothingassortmentsthatmeettheneedsoffemalebabyboomers.

41

Discussion

MajorFindings:Areboomerwomensatisfiedwithwhatiscurrentlyinthemarket?

Theresultsofthesurveyandthefocusgroupbothfoundthatbabyboomer

womenareoverallsomewhatsatisfiedwithwhatisavailabletothemintheapparel

market.Asboomerwomenhavethehighestdisposableincomeforclothingofanyage

cohort,theapparelmarketshouldbemeetingtheirneedssignificantlymorethanwhat

theyarecurrently.Thetwomostimportantfactorsaffectingapparelsatisfactionwere

thefitpreferencesofbabyboomerfemales,andthehormonalchangesdueto

menopauseandtheeffectonapparelchoices.

Thefollowingisachart(table5)outliningthespecificdetailsthatthefemale

babyboomerparticipantsofthefocusgrouplookedforwhenpurchasingtheir

clothing:

Table5

MajorDetailsthatFocusGroupParticipantsLookedforintheirClothing

Tops TrousersandSkirts

• V‐necklines

• Light‐weightsweatersandlayers

• Versatilesilhouettesforworkand

forweekendwear

• Accentuatednaturalwaist

• Form‐fittingfabricsthatdidnot

clingtothemid‐section

• Mid‐risepants

• Mid‐lengthskirtsthatfellbelow

theknee

• Light‐weightfabrics

• Versatilesilhouettes

• Narrowlegfortrousers

• Silhouettesthataccentuatedthe

naturalcurvesofthebody,and

thatdidnotclingtothethighs

• Elongatingsilhouettes

• StraightorA‐lineskirtsilhouettes

42

Thedetailsmentionedfromthefocusgroupwerecenteredaroundfitand

fabricsthataccommodatetheirchangingbodyshape,aswellasthehormonalchanges

thatboomerwomenundergoastheyentertheirlate40s.Themostimportant

discoveryduringthedatacollectionwastherespondents’generalfeelingthatthe

clothingtheypreferreddidnotchangealongwiththenaturalchangestheirbody

undertookastheyaged.Thissuggeststhatthereisaneedtochangethefitmodelat

theproductionleveltoaccommodatethechangesthattakeplaceaswomenenterlate

adulthood.

Ithasbeenwelldocumented(Howarton,Gardyn,Salusso,Browne,Petrova)

thatapparelcompaniesdonotmeetthecurrentfitpreferencesoffemalebaby

boomers.Howarton(2010)inparticulardescribesfitasbeingtheforemostqualityin

clothingthataffectsshoppingpreferences.Gardyn(2003)andSalusso(2006)both

assessedthefaultoftheAmericansizingsystem.Theapparelsizingsystemdatesback

to1941inastudythat“yieldedmeasurementsfromasmallsampleofmostlywhite,

youngwomeninthemilitary”(Gardyn27).Browne(1992)andSalusso(2006)addto

thestatementsayingthatwomenage55andoverwereunder‐representedinthestudy

andthereforetheirneedsarenotcurrentlybeingmetbyready‐to‐wearapparel.This

createsaproblemintheapparelmarketbecausethereisnowayoftrackinglostsales

duetofit.HowartonandLee’s(2010)studyonfitpreferencesfindsthatthe

dissatisfactionofbabyboomerswiththeapparelindustryisassociatedwithage‐

relatedphysicalchangesas“femalestypicallygrow3‐5inchesinthewaist,1‐3inches

inthehips,and4‐6inchesinthechestastheyage”(220).Thismakespreviousfit

standardsthatweredevelopedoverfiftyyearsagoimpracticalas“womentodayarein

43

factlargerandmorepearshapedthaninpreviousdecades”(Howarton220).

BirtwistleandTsim(2005)alsofoundthatthechangingbodyofboomerwomenisnot

reflectedinfitmodelsandsizingsystems,andthatinorderforchangestobemade,

bodilychangesneedtobetakenintoaccount.Assizingstandardshaveyettorespond,

femalebabyboomersarefrustratedwiththeapparelmarketanditslackofwellfitting

clothing.

Whilewomeninthefocusgroupexpressedadissatisfactionwithclothingfit,

therearearticlesthatindicatethatretailersarebeginningtorethinkcurrentsizing

systems.AnarticlepublishedintheWallStreetJournalbyAgins(2005)disseminates

researchbymajorcorporationssuchasGapIncandtheDonegerGrouptoexamine

how“confident,professionalwomenwhostaytrimwithexercise,body‐shapersand

liposuction”arethenewfifty‐somethingwoman(B1).Usingtrend‐forecasting

companies,Aginsalsostatesthatboomerwomenarelookingforclothingthatistighter

andsexierthantheirmother’sfashionofthe1960sand1970s.Howeverthisnew

desireforform‐fittingclothingcreatesa“fashiondictum”(AginsB1)wheredesired

clothingisrevealingbutnotcrass.ThestatementmadebyAginsisverysimilartothe

findingsofthefocusgroupdiscussion.Inordertosolvethesizingissue,thearticle

proposestechnologysuchasthree‐dimensionalbodyscanninginordertochange

garmentsizingtomeetthewantsofbabyboomerwomen.Aginsstatesthatcompanies

likeLizClaibornehavebenefitedfrom“usinganover‐40fitmodel”toreachtheirtarget

customer.CompaniesincludingJ.C.Penney,GapInc,andEileenFisherareall

benefitingfromproductionusingthe40‐plusfitmodelbytakingboomerwomen’s

bodiesintoconsiderationwhileconsiderablyslimmingthecutsoftheirjacketsand

44

pants(AginsB1).Slimmingthesilhouettesofjacketsandpantswhileaccommodating

thenormalchangestothefemalebodywouldsolvemanyfitissuesthataroseduring

thefocusgroupdiscussion.

Whilefitpreferenceissubjective,ill‐fittingclothingisbelievedtoaffectan

individual’ssocialandemotionalwell‐beingas“goodfitenhancestheconsumer’sbody,

creatinganillusionthatthecustomer’sbodyissymmetricalandwellproportioned”

(Howarton221).PetrovaandAshdown(2009)researchedtherelationshipbetween

goodfitandsocialwell‐beingasrelatingtothedifferencesbetweenagarmentandthe

body.PetrovaandAshdownfoundthat“thereisnonaturalgroupingofthepopulation

alongbodymeasurements,bodyshapescontinuouslytransformintooneanother

makingbodyshapecategorizationextremelydifficult”(229).Thissuggeststhatwhile

88%ofconsumersand53%ofretailersbelievethatthereshouldbeauniversalsystem

forsizing(Chun‐Yoon430),therapidlychangingbodyformofboomerwomenmight

requireamoremade‐to‐measureindustry.Made‐to‐measureclothingwouldalleviate

manyissuesregardingfit.Customclothingwouldparticularlysolvefitissueswith

women’strousers,wherefocusgrouprespondentsstatedthattheyalreadyspenta

significantamountofmoneyonalterations.Whilethereisresearchthatsuggeststhe

fashionretailindustryisrecognizingtheneedtore‐assessfitandsizingstandards,

thesechangeshaveyettoaffectthesatisfactionofbabyboomerfemales.Ifthechanges

aremadetoaccommodatethedetailsthatbabyboomerfemaleslookforintheir

clothing(seefig.4)itcouldgreatlyincreasetheprofitabilityoffashionretailers.

Thesecondissuethataroseduringthefocusgroupdiscussionwasthe

importanceplacedontheneedtochangetheirapparelchoicesduetobody

45

temperatureregulationasaresultofmenopause.Thefocusgroupparticipants

articulatedthisconcernbest,especiallyinrelationtofabricpreferences.Baby

boomerswouldratherwearlayersoflightweightclothingthanheavyfabricsinorder

toassistinregulatingtheirbodytemperaturetoaccommodatehotandcoldflashes.

Menopausaltransitions“usuallybeginwhenwomenareintheirmidtolate40sand

canlastcommonly4‐5years”(Nelson760).Thereforemostbabyboomerwomenare

orhavealreadyexperiencedthechangesandsymptomsofmenopause.Focusgroup

participantsstatedthatthehotflash/flushepisodestheyexperiencegreatlyaffecttheir

apparelchoices.Alsoknownasvasomotorepisodes,hotflashesgreatlyaffectwomen’s

dailydecisionsonwhattowearasthey“manifestasspontaneoussensationsof

warmth,usuallyfeltonthechest,neck,andface…andaresometimesfollowedbya

chill”(Nelson(760‐1).Whenwomenarelookingfortopoptionsinparticulartheyare

interestedinitemsthatdonotconstricttheirneck,arelight‐weight,andcaneasily

layer.InastudybyDillaway(2005)ontheeffectofmenopauseongender

representations,shestatesthatwomen“arecaughtbetweendesiringanddiscouraging

publicawarenessoftheirbodiesduringthetransition”(10).Womendonotwantto

bringattentiontothechangestheirbodiesareundergoing,butatthesametimethey

donotwanttolosetheirgenderedidentity.Thisconflictrelatesdirectlytotheir

clothing,astherespondentsofthefocusgroupinparticularwantedclothingthatstill

accentuatedtheirfeminineshapewhileaccommodatingthechangestheirbodieswere

undergoing.Theissuesofclothingfitandlightweightfabricscenteredaroundthe

changesthatawoman’sbodyundertakesassheenterslateadulthood.Theresultsof

thesurveyaswellasthefocusgroupfoundthatwomenwereonlysomewhatsatisfied

46

withtheirapparelchoices,astheclothingavailabletothemandtheclothingtheyfound

appealingdidnotaccommodatetheirchangingbodies.

MajorFindings:Factorsthataffectapparelchoices.

Thegeneralfindingswithrespecttoshoppingpatternswasthatbabyboomer

womenarelookingforitemsthatareversatile,casual,andcomfortablethatcanwork

intotheirday‐to‐daylivesaswellastheircareers.Manystudies(Ferguson,Roberts,

andSilvers)havesummedupthechangeinawoman’slifestylebydefiningitas

“multitasking.”Forexample,boomerwomenaremovingtheirbusinessestothehome,

increasinglyadaptingtotechnology,investedinadesiretotravel,maybeputtingtheir

childrenthroughcollege,takingcareofgrandchildren,andevenopeningtheir

householdsupagaintoadultchildrenandtheirageingparents.Theresultsofthe

surveyfoundthatwhenwomenshoptheyareshoppingforitemsthattheycaneasily

dressupanddown.Iftheyshopforactivities(asidefromwork)theyarelookingfor

itemsforvacationing,dining,orfitness.Howeverevenifboomerwomenareshopping

forspecificactivities,theitemsofclothingstillhavetoberecognizedasversatile

beforetheycanpurchasethem.

Itisalsoimportanttonotethatwhilethesewomenaredemandingmore

versatile,comfortableclothing,theydonotwanttheirmother’swardrobe.Theydonot

wantelasticwaistpants,pleatedfronts,baggytops,andtunicsthatgopastthehips.

Therespondentsofthesurveywerelookingforupdatedandcontemporaryclothing

thattheyidentifiedasfun,interesting,andunique.Theywereindependentshoppers

whodidnotneedtheassistanceofsalesassociatesinordertofindthequalityand

tailoringthattheywanted.Themainfactorindecidingwheretoshopfortheirapparel

47

wasthemostinterestinganalysisoftheshoppingbehaviorsection.Participantsof

boththesurveyandthefocusgroupsaiditwasnotimportanttothemtoshopateither

adepartmentstoreoraboutique.Thetopicwaselaborateduponparticularlyinthe

focusgroup,whosaidthatoff‐priceretailoutletsweretheiridealshoppinglocations.

Thissuggeststhatoff‐priceretailerscouldincreasetheirmarketshareiftheymade

moreofanefforttomeettheneedsoffemalebabyboomers.

TheoreticalExtensions

Therespondentsofthefocusgroupidentifiedthemselvesasindependent

shopperswhopreferredoff‐priceretailing.Theindividualisticandfrugalqualitiesthat

havebeenattributedtobabyboomerconsumersinpreviousresearchbyReisenwitz

andIyer(2007)andMumelandProdnik(2005)canhelpustounderstandtheir

preferencetoshopthisway.AccordingtoReisenwitzandIyer,thesocialandpolitical

eventsthatsurroundedtheupbringingofthebabyboomerscausedthemtobehighly

individualistic.MumelandProdniksegmentedthemarketintorelationaland

individualisticshoppers.Thefocusgrouprespondentswereall“individualist

shoppers”asdefinedbyPeters(301).Theysearchedforuniquepiecesthatwere

characteristicoftheiridentity.Theywerealsomoreawareofpriceandquality.Even

thoughtheysawthemselvesasindependentshoppers,thefocusgroupparticipants

werestillcognizantofsocialnormsforappropriateapparelchoicesbutalsowanted

morechoicethanwhattheysawavailabletothem.Therespondentsofthesurvey

statedthattheywereonlybrandconsciousiftheyknewthecompanytofittheir

bodies,butwerestillnotwillingtopayapremiumforthebrandedfashion.Overallthe

48

participantsofthefocusgroupandthesurveyweremoreindicativeofthe

individualisticbabyboomermarketsegment.

Thestudyalsolookedintoactivitiesasidefromworkthataffectedapparel

choices.Theactivitiesidentifiedbytherespondentsinboththesurveyandthefocus

groupweresimilartothoseidentifiedbySternetal.whendefiningthe“socialseeker”

(7).Asbabyboomers’lifestyleschangeinlateradulthood,workapparelisstill

important.Howeveractivitiessuchasdining,vacationing,sports,andthetheatreall

affecttheirchoicesonapparel.

UnlikethestudybyMoody(2010),therespondentsinthecurrentstudysaid

thatsustainabilitywasnotanimportantfactorwhenmakingadecisionaboutwhereto

shopandwhattobuy.Thefocusgrouprespondentsdidaddthatiftheyknewaretailer

soldmerchandisethatwasproducedusingchild‐labororotherunethicalmeansthat

theywouldlikelynotshopthere.Howeversustainablepracticeslikeorganicfibersdid

notaffecttheirchoices.ThiscompletelynegatesMoody(2010),whostatedthatbaby

boomersarewillingtospendmoreonproductsthataremoreenvironmentallyaware.

Similarly,astudybyFergusonandBrohaugh(2010)whoidentifiedthebabyboomers

asthe“LoyaltyMarketingGeneration”(79)wasalsonegatedintheresearchstudy,as

neithersurveynorfocusgrouprespondentsfoundloyaltyprogramsanimportant

factorwhenmakingadecisiononwheretoshop.Severalpreviousstudies(Myersand

Lumbers[2008],ThomasandPeters[2009])foundthatbabyboomerspreferredto

shopsociallyatintimatelocationssuchasboutiques.Theresultsofthefocusgroup

andthesurveyconflictedwiththisresearch,asmostrespondentspreferredshopping

independentlyatoff‐priceretailers.TheseresultscorrelatetoMooreandProdnik

49

(2005)astheyidentifiedthebabyboomergroupas“themostpriceconsciousandthe

leastprestigesensitive”(332).Thismeansthatthebabyboomersarenotaffectedby

prestigemarketslikeboutiqueretailersbutwouldrathershopforthebestqualityand

thelowestcost.

CognitiveAge

Theresultsofthesurveyalsofoundsimilarresultstopreviousstudiesrelating

tocognitiveageandthebabyboomerdemographic.Aspreviouslydiscussed,female

babyboomers’clothingpreferenceshavelesstodowiththeiractualageandmoreto

dowithhowtheyperceivethemselves.SimilartoReisenwitzandIyer(2007),the

resultsofthesurveyandfocusgroupfoundthatbabyboomerwomenrejectedclothing

brandsandsilhouettesthatwereassociatedwithbeingelderly.Surveyrespondents

andfocusgroupparticipantsbothfoundlookingtheirabsolutebesttobeoftheutmost

importance.Thispertainedtothemwantingtolookfun,interesting,andyouthful.Just

likeSzmiginandCarrign(2010),therespondentsofthesurveydonotperceive

themselvesaselderly,butratherasyouthfulandopentonewthings.Ratherthan

targetingageitisimportanttothinkoflifestylechoices,mainlyversatileclothingthat

caneasilytransitionfromworktosocialfunctions.

Cognitiveagealsorelatestobodyperceptionandthechangesthatawoman’s

bodyundergoesastheyage.Womenarelookingforclothingthataccommodatesthe

changestheirbodyundergoeswhilestillremainingyouthful.Thewomeninthefocus

groupnotedthattheyareawarethattherearecertainsilhouettesthatarenot

appropriatefortheiragebuttheystillfeltthatclothingchoicesareanimportantmeans

forselfexpression,individualism,andgenderidentity.Theirclothingchoicesaremore

50

strategic,astheymustaccommodatethechangestotheirbody.Howeverbabyboomer

womenwanttheirclothestoexpressafun,youthful,andindividualisticappearance.

PracticalImplications

Thestudyimprovedtheunderstandingofclothingpreferencesandconsumer

satisfactionamongfemalebabyboomers.Theresearchwasconstructedtogather

informationtobenefitmarketingstrategiesaimedatbabyboomerwomen.The

informationgatheredwasonasmallscalebutaddstothepoolofresearchbasedon

babyboomerpreferencesintheclothingandconsumergoodsmarket.Iftheresearch

wastobeconductedonalargerscale,thenitcouldbeutilizedfromamarketingpoint

ofview.Becausethefindingswentintodetailregardingwhatbabyboomerwomen

prefertoseeintheirapparel,theresearchcanalsoaidinproductdevelopmentinthe

retailapparelmarket.Theknowledgegainedfromsectiontwocanassistretailersin

planningaproductrangegearedtowardsthebabyboomermarket.Itcanalsoassist

companiesincreatingclothingoptionsthatmeettheneedsofthelucrativebaby

boomercohort.

ResearchLimitations/SuggestionsforFurtherResearch

Theresearchwasconductedonasmallscale.Thepopulationwaslimitedto

professionalwomeninalarge,urbancity.Thisalsoimplieseconomiclimitationsasall

respondentswereemployedasafacultyorstaffmemberatauniversity.Further

researchshouldbroadenthesamplepopulationtoincluderuralareasofCanada.Itis

alsoimportanttosampleabroaderspectrumofeconomicdemographicgroups

becausetheresearchonlyobtainedasampleofmiddle‐class,employedfemales.Asthe

studyonlytargetedthemostviablemarket,theemployedsociallyactivebabyboomer,

51

thestudycouldbeexpandedtoincludeotherdemographicsegmentsofthebaby

boomerpopulation.Thesesegmentsshouldincludeemployedandnon‐social

individuals,retiredsocialindividuals,andretirednon‐socialindividuals.

Thestudy’sresultsweremostlysimilartopreviousstudiesthatanalyzedthe

babyboomermarket.Aninterestingtrendthataroseduringthefocusgroupwasthe

importanceofoff‐priceretailerstofemalebabyboomershoppingpatterns.Further

researchshouldexaminehowoff‐priceretailingcanincreasesalesbyfocusingonfemale

babyboomerdemographics.Anotherinterestingtrendthataroseduringdiscussioninthe

focusgroupwastheeffectofmenopausalchangestothebodyandhowtheseaffectbaby

boomerclothingchoices.Byconsideringsymptomssuchashotflashesandtheeffecton

clothingpreferences,productdevelopersandretailersintheclothingmarketcanfurther

targetthebabyboomerdemographic.Furtherresearchwouldaddtothedatacollectedin

thisstudytoprovideabetterunderstandingofbabyboomershoppingpreferencesand

apparelchoices.

52

Conclusion

Thestudyaddedtothepreviousknowledgeaboutthebabyboomerdemographic

andclothingchoices.Babyboomerwomenareonly“somewhatsatisfied”withwhatis

currentlybeingprovidedtotheminthefashionretailmarket.Themostimportant

qualitiesthatboomerwomenlookforintheirclothingarealldetailsthataccommodatethe

changestotheirbodiesastheyentertheir50sand60s.Thesequalitiesdifferentiatetheir

clothingpreferencesfromotheragedemographics.Thewomeninthestudywereall

sociallyactiveandemployedindividuals,areconsequentlythemainfactorthataffected

theirapparelchoiceswasversatility.Thewomenwantedclothingoptionsthatwere

businesscasualthatwouldworkintotheirweekendleisureactivitiesaswellastheirwork

wardrobe.Finallythebuyingbehaviorsoftherespondentsinboththesurveyandthe

focusgroupwereindicativeofanindependentandindividualisticshopper.Thewomen

preferredtoshopbythemselvesandsoughtoutclothingthatrepresentedtheirunique

identity.Theyalsoexpectedhigherqualitypiecesatlowercosts,andoftenoptedtoshopat

off‐priceretailersinordertofindinexpensive,well‐madeitemsofclothing.Theneedsand

wantsofboomerwomenarecurrentlyonlysomewhatbeingmetbythefashionretail

market.Theinformationprovidedinthisstudywilladdtopre‐existingresearchaboutthe

babyboomersinhopesofincreasingconsumersatisfactionwithinthemarket.

53

Appendix A: Questionnaire Consent Form

RyersonUniversity

QuestionnaireConsentAgreement

MarketAnalysisofApparelPreferencesandConsumerSatisfactionofFemale

BabyBoomersinCanada

Youarebeingaskedtoparticipateinaresearchstudy.Beforeyougiveyourconsentto

beavolunteer,itisimportantthatyoureadthefollowinginformationandaresureyou

understandwhatyouwillbeaskedtodo.

Investigators:

PrincipalInvestigator:

FirstName:Jenelle

LastName:Spadaro

Institution:RyersonUniversity

AcademicTitle:MastersStudent

Department:Fashion

Email:[email protected]

Supervisor/CoInvestigator:

FirstName:LuAnn

LastName:Lafrenz


AcademicTitle:AssociateProfessor

Department:Fashion


54

PurposeoftheStudy:Thestudywillinvestigatetheconsumerbehaviors,shopping

patterns,andconsumersatisfactionoffemalebabyboomers.Withaspecificfocuson

theCanadianretailmarket,thestudyfirstsurveyswomenbornbetweentheyearsof

1946and1964toobtainmarketresearchanddatathatwillfurtheraidinasmaller

focusgroup.

Asboomersenterintotheirfiftiesandsixties,thereisagrowingdisconnectbetween

whataboomerwantsandwhatisavailabletotheminthemarket.

Thestudy’sgoalistobetterunderstandwhatfemalebabyboomerwantmade

availabletothemintheapparelindustrywithrespecttofit,fabrics,andstylesof

clothing.Thestudywillalsodeterminewhetherornotboomerwomenaresatisfied

withwhatisavailabletotheminthemarket,andfinallyhowthefashionindustrycan

reachtheboomermarketwiththisknowledge.

DescriptionoftheStudy:

Thefollowingisananonymousquestionnairethatwillaskquestionstodetermine

clothingstylepreferences,fabricqualitypreferences,andpersonalattitudestowards

shopping.Thesurveyconsistsofthreesectionsandintotalwilltakeatotalof20

minutestocomplete.

At any particular point in the study, you may refuse to answer any particular question or stop

participation altogether.

RisksorDiscomforts:

Surveyquestionsarecentredonageandpersonalpreferencesinvolvingclothing.

Thesequestionsmaybeuncomfortableforsometodiscuss.Inordertoreducethis

risk,thedatawillbeanonymouslycollectedandwillatnotimebelinkedtothe

55

respondent.

BenefitsoftheStudy:Therearenobenefitsthattheindividualwillimmediately

receive.Thedatacollectedfromthestudywillprovideinformationonwhatismissing

intheretailmarketforboomerwomen.

Confidentiality:

Thedatawillbecollectedthroughanonlinesurveyapplicationthatensuresanonymity

forrespondents.Allanswerswillbecollectedandstoredanonymouslytoensurethat

anydataofanintimateorsensitivenatureiskeptconfidential.

Voluntary Nature of Participation: Participation in this study is voluntary. Your choice of

whether or not to participate will not influence your future relations with Ryerson

University. If you decide to participate, you are free to withdraw your consent and to stop

your participation at any time without penalty or loss of benefits to which you are allowed.



QuestionsabouttheStudy:Ifyouhaveanyquestionsabouttheresearchnow,please

ask.Ifyouhavequestionslaterabouttheresearch,youmaycontact:

FirstName:Jenelle

LastName:Spadaro



Department:Fashion


56

Supervisor:

FirstName:LuAnn

LastName:Lafrenz



Department:Fashion


Ifyouhavequestionsregardingyourrightsasahumansubjectandparticipantinthis

study,youmaycontacttheRyersonUniversityResearchEthicsBoardforinformation.

ResearchEthicsBoard

c/oOfficeoftheVicePresident,ResearchandInnovation

RyersonUniversity

350VictoriaStreet

Toronto,ONM5B2K3

416‐979‐5042

Byproceedingwiththesurveyyouareindicatingthatyouhavereadtheinformationin

thisagreementandhavehadachancetoaddressanyquestionsyouhaveaboutthe

study.Yourconsentalsoindicatesthatyouagreetobeinthestudyandhavebeentold

thatyoucanchangeyourmindandwithdrawyourconsenttoparticipateatanytime.

Thankyou.

57

AppendixB:FocusGroupConsentForm

RyersonUniversity

FocusGroupConsentAgreement

MarketAnalysisofApparelPreferencesandConsumerSatisfactionofFemale

BabyBoomersinCanada

Youarebeingaskedtoparticipateinaresearchstudy.Beforeyougiveyourconsentto

beavolunteer,itisimportantthatyoureadthefollowinginformationandaresureyou

understandwhatyouwillbeaskedtodo.

Investigators:

PrincipalInvestigator:

FirstName:Jenelle

LastName:Spadaro



Department:Fashion


Supervisor/CoInvestigator:

FirstName:LuAnn

LastName:Lafrenz



Department:Fashion


58

PurposeoftheStudy:Thestudywillinvestigatetheconsumerbehaviors,shopping

patterns,andconsumersatisfactionoffemalebabyboomers.Withaspecificfocuson

theCanadianretailmarket,thestudyfirstsurveyswomenbornbetweentheyearsof

1946and1964toobtainmarketresearchanddatathatwillfurtheraidinasmaller

focusgroup.


whataboomerwantsandwhatisavailabletotheminthemarket.

Thestudy’sgoalistobetterunderstandwhatfemalebabyboomerwantmade

availabletothemintheapparelindustrywithrespecttofit,fabrics,andstylesof

clothing.Thestudywillalsodeterminewhetherornotboomerwomenaresatisfied

withwhatisavailabletotheminthemarket,andfinallyhowthefashionindustrycan

reachtheboomermarketwiththisknowledge.

DescriptionoftheStudy:

Youarebeingaskedtoparticipateinafocusgroupconsistingoffiveindividualswho

arefemaleandbetweentheagesof46and64.Thefocusgroupwillmeetforanhour

andahalfintheMastersofFashionGraduateRoomintheRyersonUniversitycampus,

whichwillbebookedforthetimeinordertoensureauralandvisualprivacy.

RisksorDiscomforts:

Focusgroupquestionsarecentredonageandpersonalpreferencesinvolvingclothing.

Thesequestionsmaybeuncomfortableforsometodiscuss.Thereforesomemay

perceivethediscussionasasocialrisk.Ifyouareuncomfortableatanypointyoucan

leavetheresearchprocess.Youmayalsochoosetorejoinatanypoint,asparticipation

iscompletelyvoluntary.Atanyparticularpointinthestudy,youmayrefusetoanswer

59

anyparticularquestionorstopparticipationaltogether.

Participantsshouldbecomfortablediscussingbodytypeandfitpreferencesamongst

individualsthataretheirpeers.Ifyouareeveruncomfortablewithanythingbeing

discussedyoucanchoosenottoparticipate.

BenefitsoftheStudy:Therearenobenefitsthattheindividualwillimmediately

receive.Thedatacollectedfromthestudywillprovideinformationonwhatismissing

intheretailmarketforboomerwomen.

Confidentiality:

Theresearcherwilldocumentthefindingsthroughwrittennotes.Onlytheresearcher

andthesupervisorwillhaveaccesstothedata.Thewrittennoteswillbestoreduntil

Juneof2012inalockedfilingcabinetinthesupervisor’spersonaloffice.The

individual’swillnotbeidentifiedinthewrittendata.

Whiletheresearcherensuresconfidentiality,thiscannotbepromisedonbehalfofthe

otherparticipantseventhoughitisrequested.

IncentivestoParticipate:Theparticipantwillnotbepaidtopartakeinthestudy.

Costsand/orCompensationforParticipation:Therearenocostsassociatedwith

participatinginthestudy.

Voluntary Nature of Participation: Participation in this study is voluntary. Your choice of

whether or not to participate will not influence your future relations with Ryerson

University. If you decide to participate, you are free to withdraw your consent and to stop

your participation at any time without penalty or loss of benefits to which you are allowed.



60

QuestionsabouttheStudy:Ifyouhaveanyquestionsabouttheresearchnow,please

ask.Ifyouhavequestionslaterabouttheresearch,youmaycontact:

FirstName:Jenelle

LastName:Spadaro



Department:Fashion


Supervisor:

FirstName:LuAnn

LastName:Lafrenz



Department:Fashion


Ifyouhavequestionsregardingyourrightsasahumansubjectandparticipantinthis

study,youmaycontacttheRyersonUniversityResearchEthicsBoardforinformation.

ResearchEthicsBoard

c/oOfficeoftheVicePresident,ResearchandInnovation

RyersonUniversity

350VictoriaStreet

Toronto,ONM5B2K3

416‐979‐5042

61

Agreement:

Yoursignaturebelowindicatesthatyouhavereadtheinformationinthisagreement

andhavehadachancetoaskanyquestionsyouhaveaboutthestudy.Yoursignature

alsoindicatesthatyouagreetobeinthestudyandhavebeentoldthatyoucanchange

yourmindandwithdrawyourconsenttoparticipateatanytime.Youhavebeengiven

acopyofthisagreement.

Youhavebeentoldthatbysigningthisconsentagreementyouarenotgivingupanyof

yourlegalrights.

____________________________________

NameofParticipant(pleaseprint)

_____________________________________ __________________

SignatureofParticipant Date

_____________________________________ __________________

SignatureofInvestigator Date

62

AppendixC:QuestionnaireQuestions

Apparel Preferences of Female Baby Boomers Section One: Demographics What age group do you belong to?

• 46-55 • 56-59 • 60-64

What is your marital status? • now married • never married • widowed • divorced • separated

What is the highest level of education you have completed? • less than high school • high school • some college/university • college degree • university degree • masters degree • doctoral degree

• other: What is your employment status?

• employed full time • employed part time • contract • volunteer

How often do you work from home? • I don't work from home • 1-2 days a week • 3 or more days a week • 1-3 days a month

How would you describe how you dress in your current work environment outside the home?

63

• casual • somewhat casual • somewhat conservative • conservative

• other: What is your income?

• less than $20 000 • $20 000 - $39 999 • $40 000 - $59 999 • $60 000 - $79 999 • $80 000 - $99 999 • $100 000 - $149 999 • $150 000 or more • prefer not to answer

What is your household income? • less than $20 000 • $20 000 - $39 999 • $40 000 - $59 999 • $60 000 - $79 999 • $80 000 - $99 999 • $100 000 - $149 999 • $150 000 or more • prefer not to answer

When do you plan to retire? • within the year • next year • within the next 5 years • within the next 10 years • within the next 15 years • I have no plans to retire

How many dependents to you currently have living in your household? • 0-2 • 3-5 • 6+

64

Which activities influence your apparel choices most? You may choose more than one option.

• vacationing • sports • going to the opera/theater/ballet/concert • dining • caring for your children • caring for your grandchildren • caring for your elderly parents • volunteer/charitable work • health/wellness

• other: Section Two: Consumer Satisfaction Answer the following questions by ranking your answer from 1-5, with 1 being Not Important and 5 being Very Important

1 2 3 4 5 How important is the fit of your clothing? 1 2 3 4 5

How important is the ease of care of your clothing? 1 2 3 4 5

How important is the comfort and feel of the fabric of your clothing? 1 2 3 4 5

How important is the fabric content of your clothing? How important is the quality of the construction of your clothing? 1 2 3 4 5

How important are clothing trends when making a decision of what clothing to buy?

1 2 3 4 5

How important are classic silhouettes when making a decision on what clothing to buy?

1 2 3 4 5

Answer the following questions by ranking your answer from 1-5, with 1 being Not Satisfied and 5 being Very Satisfied

1 2 3 4 5 How satisfied are you with the availability of casual pants, skirts, and other bottoms in the market?

1 2 3 4 5

65

1 2 3 4 5 How satisfied are you with the formal pants, skirts, and other bottoms available in the market?

1 2 3 4 5

Are you satisfied with the casual tops you find in the market? 1 2 3 4 5

Are you satisfied with the formal tops you find in the market? 1 2 3 4 5

Overall how satisfied are you with the clothing available to you in the market?

1 2 3 4 5

Section Three: Consumer Shopping Behavior Answer the following questions by ranking your answer from 1-5, with 1 being Not Important and 5 being Very Important 1 2 3 4 5 How important is shopping at a boutique or specialty store when buying your clothing?

1 2 3 4 5

How important is shopping at a department store when buying your clothing?

1 2 3 4 5

How important is it that you look your absolute best? 1 2 3 4 5

How important is the brand of clothing when making a decision about where to shop and what to buy?

1 2 3 4 5

How important are loyalty programs when making a decision about where to shop and what to buy?

1 2 3 4 5

How important is ethical/sustainable practices of a garment when making a decision about where to shop and what to buy?

1 2 3 4 5

How often do you spend money on clothing for yourself? • often - once or more a week • somewhat often - once or more a month • not often - once or more a year

How often do you spend money on clothing for others? • often - once or more a week • somewhat often - once or more a month • not often - once or more a year

66

What category of clothing do you invest most of your clothing dollars? • Casual • Business Casual • Business • Formal-wear • Athletic-wear

67

AppendixD:FocusGroupGuide

Introduction:MynameisJenelleandIamaMastersstudentattheschooloffashionat

RyersonUniversity.Myfocusformymajorresearchpaperinvolvesconsumer

satisfactionandtheapparelneedsofbabyboomerwomen.Youhavebeenaskedto

participateinagroupdiscussiontobetterunderstandwhatthebabyboomer

demographiclikesaboutyourapparelchoicesandwhatyoufeelismissing.Thisfocus

groupisbasedonasurveyregardingshoppingandconsumerbehaviorthatwas

conductedearlierthisyear.Iwillfirstintroducethetopicinmoredepth.Thefirst

topicwillinvolveyourdailyactivitiesthataffectyourclothingchoices.Thesecond

topicofdiscussionwillinvolveyourshoppingbehavior.Finally,thethirdtopicwill

involveyourconsumerpreferences,whereIwillshowyouimagesofvariousitemsof

clothinganddiscussionwillbebasedonyourreactiontoshapeandsilhouette.

GeneralTopic:Thestudywillinvestigatetheconsumerbehaviors,shoppingpatterns,

andconsumersatisfactionoffemalebabyboomers.Withaspecificfocusinthe

Canadianretailmarket,thestudyfirstsurveyswomenbornbetweentheyearsof1946

and1964toobtainmarketresearchanddatathatwillfurtheraidinasmallerfocus

group.


whataboomerwantsandwhatisavailabletothemonthemarket.

Thestudywillprovideproductknowledgesourcingtodeterminewhatfit,fabrics,and

stylesofclothingthatboomerwomenwant,whetherornottheyaresatisfiedwith

68

whatisavailabletotheminthemarket,andfinallyhowthefashionindustrycanreach

theboomermarketwiththisknowledge.

TopicOne:(Generalquestionsthataresupposetohelpbreaktheiceandgivea

generalideaastowherethetopicofdiscussionwillgo.)

Mostwomendescribedtheirworkdressasbeingsomewhatconservativetosomewhat

casual.Thereappearstobeamovementawayfromconservativebusinessattire.Is

thistrueforyouaswell?Whatdoyouwearonadailybasisandwhy?

Thesurveyfoundthattheactivitiesthataffectboomerwomen'sclothingchoicesare:

A)Vacationing

B)Dining

C)Sports

D)Health/wellness

Doyoufeelthattherearesuitableclothingoptionsfortheseactivities?

Isthereanythingthatcomestomindthatyouwishyoucouldwearbutforwhatever

reason(ieillfitting,cannotfindyoursize)youdon'tfeelismadeavailabletoyou?

TopicTwo:ConsumerBehaviorHowartonandLee’s(2010)studyonfit

preferencesfindsthatbabyboomersdissatisfactionwiththeapparelindustryis

associatedwithage‐relatedphysicalchangesas“femalestypicallygrow3‐5inchesin

thewaist,1‐3inchesinthehips,and4‐6inchesinthechestastheyage”(220).This

makespreviousfitstandardsthatweredevelopedoverfiftyyearsagoimpracticalas

“womentodayareinfactlargerandmorepearshapedthaninpreviousdecades”

69

(Howarton220).BirtwistleandTsim(2005)alsofoundthatthechangingbodyof

boomerwomenisnotreflectedinfitmodelsandsizingsystemsandthatinordertofor

changestobemade,bodilychangesneedtobetakenintoaccount.Mainly,decreased

sittingheight,armspan,trunkheight,andskinelasticity(Birtwistle455).Assizinghas

yettorespond,femalebabyboomersarefrustratedwiththeapparelmarketandits

lackofwellfittingclothing.

a.Theresultsofthesurveyfoundthat78‐88%believedthatthemostimportantfactor

inmakingadecisionaboutwhattobuywasthefitofthegarment.Secondtofitwas

thefeelofthefabric.Thisimportanceincreasedwithageas53%ofthe46‐55age

groupfoundthefeelofthefabrictobeimportant,while64%ofthe56‐60agegroup

did,followedby77%ofthe61‐64group.Roughlyhalfofallrespondentsthought

constructionwasimportantinpurchasingagarment.Mostrespondentsfeltthatthey

werenotaffectedbytrendsorclassicsilhouetteswhenmakingclothingchoices.

‐willyouspendmoreonabetterconstructedgarmentandwhy?

‐ifyoufindthepiecetobespecialoruniquewillyouspendmoremoneyonthe

garment?

‐howimportantiscomfortwhenbuyingagarment?Howwouldyoudefinea

comfortablegarment?

‐doestheconceptoftimelessnessappealtoyou?Orareotherfactorsmoreimportant

whenpurchasingclothing?

‐ifagarmenthasdifficultcareinstructions,willthisswayyourdecisiontopurchase

it?

70

b.Mostindividualssurveyedaresomewhatsatisfiedwithwhatisavailabletothemon

themarket(42‐50%).Themainissuewithconsumersatisfactionarosewithwomen's

bottoms,bothformalandcasual.Whatissuesdoyouencounterwiththebottomsthat

aremadeavailabletoyouinthemarket?(Discussimages).

(Discussriseofpants,pantleg,lengthofskirtsaswellasshapeofskirtwhenlooking

atvisuals.)

‐whichofthebottomswouldyoubemostlikelytopurchase?Why?

C.Satisfactionforblousesvariedbetweensomewhatsatisfiedandverysatisfied.What

doyoulookforwheninvestinginablouse?(Discussimages)

‐(discusscomfort,fit,structure,fabric,andcolor,sleevelength)

‐whichofthetopsshownwouldyoubemostlikelytopurchase?Why?

TopicThree:ShoppingBehavior

a.Mostindividualssurveyeddidnotshopregularlyfortheirdependents.Doyoustill

shopforyourdependents?Areyoumorewillingtoshopifothersinyourhousehold

shopwithyou?

b.Shoppinglocation:Mostwomensurveyedlistedshoppinglocationassomewhat

importantwhenmakingadecisionaboutwheretoshop.Thislackofimportance

increasedwithage,asthe61‐64agegroupfoundthelocationofshoppingtobenot

important(44%).Howimportantisthelocationofshoppingtoyou?Doyouprefer

boutiquesordepartmentstores?Areyouanindependentshopperordoyoupreferthe

personalserviceofaboutique?

C)70%ofwomenbetweentheagesof56‐64foundbrands,loyaltyprograms,and

sustainablepracticesaresomewhattonotimportantwhenmakingadecisionon

71

wheretoshopandwhattobuy.Howeverthe46‐55yearoldsweremorelikelytolet

thesefactorsaffecttheirchoices.60%thoughtsustainablepracticeswereimportant,

50%thoughtloyaltyprogramswereimportantaswellaspurchasingbrandedfashion.

Thereisacleardiscrepancybetweenthetwoagecohorts.

‐areyoumorewillingtoshopatastorethatoffersincentivestoshop(ieHBCpoints,

freealterations,discounts)?

‐Howimportantarebrandnameswhenpurchasingproducts?Why?Whatdoyou

associatewithbrandnamesthatmakeyouchoosethemoverotherclothingoptions?

Whattypesofclothingareyoumorelikelytoinvestiniftheyhaveabrandname?

Suiting?Casual?Athleticwear?

‐ifyouknewaproductwasmadelocallyorethicallywouldyoubemorewillingto

investintheproductassupposetoothers,regardlessofprice?

D)Doyoushopoutofneed?Ordoyoufindyourselfshoppingassocialfunctionwith

others?

72

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FIGURES:

WGSNOriginalArtwork.TrousersS/S12WomenswearKeyItems.2010.NewYork.

WorthGlobalStyleNetwork.Web.6thJan2012.

WGSNOriginalArtwork.SkirtsS/S12WomenswearKeyItems.2010.NewYork.Worth


WGSNOriginalArtwork.TopsS/S12WomenswearKeyItems.2010.NewYork.Worth


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