on mature women's buying behaviour and attitudes is still scarce. The purpose of this paper is to explore and analyse … mature women's buying of clothes. Design/methodology/approach – The empirical material consists of observations made in a … department store and of interviews with a sample of ten Finnish women aged 50 to 63 years. Findings – The study yielded …

apparel brands targeting young women and develop a valid and reliable brand association scale for assessing and monitoring …

Purpose – This study aims to investigate the apparel fit preferences of Mexican‐American women between the ages of 18 …‐American women preferred semi‐fitted apparel across all garment categories studied. Physical body characteristics tended to impact on …

inform the debate over skinny models vs real women in advertising. Originality/value – Previous research regarding the … effectiveness of real women in advertising has been inconclusive. This paper demonstrates not only that model weight affects …

of this paper is to specifically explore clothing acculturation of Black African women in London, UK. Design …/methodology/approach – A total of 20 in‐depth interviews were conducted with women of Black African ethnicity resident in London, as recruited … acculturation among these women is influenced by a number of interconnected factors which are identified and categorised in this …

, and education of Indian women in predicting their fashion clothing involvement. Design/methodology/approach – Data were … collected by contacting women in their offices, colleges, and malls in five different cities of India ( n =397). The self … involvement of Indian women is influenced by age, importance to identity, and public esteem. Research limitations …

Purpose – In addition to the psychological differentiation of older women, ageing has numerous effects on the breast … requirements and bra consumer behaviour. The purpose of this paper is to explore factors of importance in bras in a cohort of women …‐structured interviews and two focus groups with women, aged 45 to 65 years, to discuss bra habits, considerations, and influential factors …