Fashion Consumption among Women Aged 40 to 60: Behavior and Style Perspectives

Abstract

The objective of this study is to analyze the factors that influence clothing consumption among aging women, aged between 40 and 60 years, as well as to understand the profile of B1-class women in this age group within the fashion market, based on the reality of Blumenau, Santa Catarina, Brazil. The research also seeks to relate the aging process to elements that impact the clothing preferences and needs of these consumers, in addition to examining the role of media in shaping and influencing their choices. This is a qualitative, descriptive study. Thirteen interviews were conducted with B1-class women, aged 40 to 60, residing in Blumenau. The main results indicate that bodily and psychological changes associated with aging and menopause directly affect their clothing choices, with a preference for garments that, in addition to offering comfort and aesthetics, help conceal certain body areas. Although they value fashion as a tool for self-esteem and social inclusion, most report difficulties in finding products that fully meet their needs and desires. The participants also express dissatisfaction with the underrepresentation of their age group in the media, highlighting the need for a more inclusive and realistic approach in the fashion market.