ATTITUDES OF WOMEN OVER 50 TOWARD APPAREL AND MEDIA

This study was designed to measure attitudes of women over 50 years of age concerning apparel and media. A factor analysis of survey respons es indicated that the items fell into five meaningful clusters and pro vided some insight into how respondents felt about apparel and media. Apparel was important to respondents, particularly for feelings of wel l-being, in social and economic success and making a favourable first impression, and when purchasing new apparel styles and colors. Many of the clothing images promoted by media depicting younger people did no t appeal to these women over the age of 50. There was also dissatisfac tion with types and fit of available apparel.