fashion

The implications of these findings are noteworthy. In targeting adult female consumers either in, or transitioning into middle-age, marketers and retailers should consider the age of the model used in their promotional materials, as it is possible that middle-age and older female consumers have a preference for fashion models perceived to more closely represent their actual ages. Furthermore, as indicated in these two studies, female consumers over the age of 30 may have a greater likelihood of purchasing clothing depicted on fashion models perceived to more closely represent their age group. 

In a time of overall declining sales for women’s apparel and considerable competition among retailers, tactics that can be used to stimulate purchase behaviour and drive customer loyalty among these market segments need to be considered. 

These studies are indicative that the age of the model should be perceived as accurately representing the age range of the target market, as this strategy may encourage more interest and response among female consumers. It is estimated that middle-age and older consumers spend approximately $2.3 trillion on consumer goods each year, yet, as stated previously, retailers still continue to market to younger adults with less affluence.