Market analysis of fit preferences of female boomers

Abstract

Purpose

The purpose of this paper is to disseminate research findings that compared attitudes regarding apparel and fit preferences as well as actual buying behaviors for 229 female baby boomers employed at a midwestern university.

Design/methodology/approach

Researchers created a questionnaire that examined purchasing attitudes, behaviors and identified valued apparel characteristics and garment fit expectations/frustrations. Data were analyzed using descriptive statistics.

Findings

Results indicated that respondents were frustrated that the apparel industry did not cater to their apparel and fit needs more effectively. While they felt that they knew how to judge proper fit, they indicated that store personnel should be knowledgeable about products in general and clothing fit in particular. They also had distinct clothing design preferences and chose fit, product quality and price considerations over designer and brand names.

Research limitations/implications

The population was limited by midwestern demographic and economic factors descriptive of employees working in a rural community. This may limit the application of results to more diverse baby boomer populations located throughout the USA.

Practical implications

Survey results provide the apparel and retail industry with data that can be used to design and market clothing that is a more accurate reflection of boomer needs and wants, thus producing more satisfied consumers and maximizing industry profits.

Originality/value

This unique study is helpful in expanding an understanding of the apparel and fit preferences of the lucrative baby boomer generation.

Citation

Howarton, R. and Lee, B. (2010), "Market analysis of fit preferences of female boomers", Journal of Fashion Marketing and Management, Vol. 14 No. 2, pp. 219-229. https://doi.org/10.1108/13612021011046075