Female stereotypes

The focus of this study is on two of these factors: gender stereotyping and bullying. Gender stereotypes are the beliefs and attitudes that are presumed to distinguish between women and men (Rollero, Glick & Tartaglia, 2014), while bullying can be referred to as the repeated acts of an individual or group with the intention to harman individual holding an inferior position of power (Goldsmid & Howie 2014). While these two separate issues can occur independent of one another and in combination, gender based stereotyping and bullying both form critical barriers to female professionals.

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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?

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