Understanding Taiwanese Female Baby Boomers through their Perceptions of Clothing and Appearance

Abstract

The objectives of this study are twofold: (1) to provide insights and in-depth information regarding the impact of attitudes of female baby boomers in Taiwan toward aging through clothing, and (2) to understand how female baby boomers in Taiwan behave in different contexts in regard to clothing choice, usage and consumption. In order to understand how baby boomers think, feel and behave during the process of aging, clothing was selected as a vehicle to illuminate the complex relationships among various attributes—physiological and psychological change, dress and appearance, body image, lifestyle, and social activities. The qualitative research method was used to collect data from 14 mature female consumers ranging in age from 50 to 59 years. According to our findings, social activities and appropriate clothing styles can provide aging consumers self-assurance/-gratification as well as a healthy state of mind and spirit. It is evident that many Taiwanese baby boomers were concerned with modesty, age appropriateness, and physical and psychological comfort when it comes to apparel consumption. Although their bodies transformed with age, most of our informants expressed an acceptance and sense of comfort with their physical change, and they felt “young-at-heart”; therefore, chronological age is not a good indicator of consumer attitudes towards the evolving stages of life.

Keywords:

• clothing choice
• aging
• consumer behavior
• baby boomers
• Taiwan

Additional information

Notes on contributors

Osmud Rahman

Osmud Rahman is an Associate Professor in the School of Fashion, Ryerson University. His works have appeared in various journals such as Fashion Theory, The Design Journal, and International Journal of Design. His research interests are in the areas of consumer behavior, fashion design, subculture, and branding.

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Wan-Tien Chang

Wan-Tien Chang is a fashion practitioner at a high-end retail company. She received her Master’s degree in Fashion Design from Ryerson University. With her background of cosmetic sciences and psychology in color marketing, Wan-Tian Chang has been continuously conducting her research in several areas including consumer behavior and psychology, merchandising, and branding.