Ageist Sentiment

The objectives of the research "Fashion communication and ageist sentiment in the Australian fashion industry" were to firstly raise awareness of the issues confronting this mature consumer group and secondly challenge the conventional assumptions about the aesthetic viability of designing apparel for the mature women’s market. The project asked two research questions: What problems are associated with design for the mature women’s fashion market in Australia? How could fashion communication make a contribution to address those problems?

121p runthenight04 02-02-2023 3 1   Download

Mature women’s fashion, for those aged 35 years and older, seems underrepresented in the Australian marketplace and media. International research suggests similar circumstances prevail for older women abroad but there are conditions unique to Australia’s garment industry that exacerbate and frustrate mature consumers further. This research investigates factors affecting midlife consumer’s fashion in Australia and explores the lifestyle interests and expectations of mature consumers.

121p runordie3 06-07-2022 10 1   Download