A study of Canadian female baby boomers: Physiological and psychological needs, clothing choice and shopping motives

Abstract

Purpose

The purpose of this paper is to gain an understanding of baby boomers’ physiological and psychological needs through clothing consumption.

Design/methodology/approach

A qualitative research approach was employed for this study. Data were collected from two generational segments: early baby boomers (1946–1954), and late baby boomers (1955–1964). In total, 13 informants aged from 53 to 71 years were participated in this study. Content analysis and interpretive approach were used for data analysis.

Findings

According to the findings, there are several reasons why the baby boomers shopped for clothing, including a way of stress relief or retail therapy, wardrobe update, replacement of worn-out garments, attractiveness of clothing styles and convenience. Style, fit, comfort and colour were the four most important product evaluative cues. Other than product cues, age appropriateness is an important factor for clothing consumption. Many informants were disappointed with their current body type, shopping experience and the industry offers.

Practical implications

Age-appropriate clothing can give wearers greater self-assurance/-gratification. If fashion designers create their products based on the baby boomers’ cognitive age, it would probably increase their customers’ acceptance and satisfaction.

Originality/value

The rapid growth of the aging population is a global phenomenon. Therefore, investigating the needs and challenges of the baby boomer generation is both timely and imperative. This study intended to offer new knowledge on the issues of baby boomers’ unmet needs, and provide insights and implications to fashion practitioners.

Citation

Rahman, O. and Yu, H. (2018), "A study of Canadian female baby boomers: Physiological and psychological needs, clothing choice and shopping motives", Journal of Fashion Marketing and Management, Vol. 22 No. 4, pp. 509-526. https://doi.org/10.1108/JFMM-09-2017-0100