4. National Studies of Older Adults’ Preferences for Apparel and Footwear

 Two large-scale national studies focus on older adults’ shopping and consumption habits for apparel and footwear.  They investigate preferences for new apparel products, information sources and methods of purchasing apparel (in-store vs. direct).  The studies also examine reasons for patronizing specific department stores, buying (or not buying) apparel by phone or mail, and for choosing specific brands of apparel products.  Finally, the studies analyze media preferences of potential buyers of new apparel products.  These behaviors are reported for older (55 ) as well as younger age groups, and are analyzed by ten socioeconomic and lifestyle characteristics of older adults. © 1997.  Length: 120 pages.  $150.00

TABLE OF CONTENTS  

Purpose and objectives II-1
The studies II-2
Purchase of new apparel and footwear II-3
Information sources for new apparel II-5
Preferences for methods of purchasing apparel and footwear II-8
Reasons for patronizing department stores II-10
Reasons considered before buying apparel and footwear by phone or mail  II-16
Reasons for choosing brands of apparel and footwear II-20
Mass media use II-26
Summary and implications for marketing strategy II-28
Tables 
Appendix 
Supplement 

LIST OF TABLES  

TABLE II-1 Preferences for sources of information regarding new clothing and fashion among older adults
TABLE II-2 Preferences for sources of information regarding new clothing and fashion among older adults by age
TABLE II-3 Preferences for sources of information regarding new clothing and fashion among older adults by gerontographic cluster
TABLE II-4 Preferences for methods of purchasing clothing and fashion among older adults by gerontographic cluster
TABLE II-5 Reasons for patronizing department stores among older adults
TABLE II-6 Reasons for patronizing department stores among younger and older adults
TABLE II-7 Reasons for patronizing department stores among older adults by age
TABLE II-8 Reasons for patronizing department stores among older adults by gerontographic cluster
TABLE II-9 Reasons considered before buying clothes and shoes by phone or through the mail among older adults
TABLE II-10 Reasons considered before buying clothes and shoes by phone or through the mail among younger and older adults
TABLE II-11 Reasons considered before buying clothes and shoes by phone or through the mail among  older adults by age
TABLE II-12 Reasons considered before buying clothes and shoes by phone or through the mail among older adults by gerontographic cluster
TABLE II-13 Reasons for choosing specific brands of clothes and shoes among older adults
TABLE II-14 Reasons for choosing specific brands of clothes and shoes among younger and older adults
TABLE II-15 Reasons for choosing specific brands of clothes and shoes among older adults by age
TABLE II-16 Reasons for choosing specific brands of clothes and shoes among older adults by gerontographic cluster
TABLE II-17 Media consumption by preference for a new style of clothes or shoes among older adults
TABLE II-18 Older adults' magazine readership by preference for a new style of clothes or shoes

 
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