A comparison of older and younger women's attitudes towards apparel and media

Although a large proportion of the population is ageing, youth still commands a high value in our society. This study was designed to compare older and younger women's attitudes towards apparel and media. Apparel advertising has evolved from selling a product to selling an image. Various forms of media play a significant role in shaping attitudes towards apparel. Two hundred and twentynine women are surveyed about their attitudes concerning apparel and media. A reliability analysis of the instrument was conducted. A discriminant analysis indicated that, of the 56 items on the apparel and media scales, seven items significantly discriminated between the two groups. There were few differences between age groups, which suggested that women of all ages hold similar attitudes towards apparel and media. However, older women were more tolerant of social appearance errors and more concerned with comfort versus fashion. Older women also seemed to recognise the magnitude and penetration of media in the apparel arena more than younger women, and were less satisfied with apparel currently available. Results have implications for apparel manufacturers and retailers, as well as advertising executives.