A Study on the Purchasing Practice and Satisfaction of Down-aging Clothes for the Female in their 40s-50s

4050세대 여성의 다운-에이징(Down-aging) 의류 구매실태 및 치수만족도 조사

This study investigated purchasing practice and size satisfaction to offer basic data to establish a marketing strategy and produce down-aging clothes for females in their 40s-50s. For the data analysis, crosstabs, factor analysis, and one-way ANOVA were used. The results were as follows; first, middle-aged women were observed to purchase down-aging clothes "to look younger" and not purchase clothes "due to the lack of right sizes." For women who answered to 'not purchase clothes', they also acknowledged that they intended to purchase down-aging clothes in the future if the right size is available. Second, people in their early 40s significantly considered perceptual qualities such as fashion and brand names while people in their late 50s placed the most importance in practicality and wearability. For body shapes, people with overweight body types were found to significantly consider physical performance, practicality, and wearability. Third, the examination of purchase satisfaction levels by age groups showed that younger age groups had high satisfaction level for wear functionality related items that included size and activity however, the late 50s group had the lowest satisfaction level. Middle-aged women purchased clothes to look younger however, they simultaneously wear clothes that are plain and conservative or respectable and graceful. Therefore, the development of products reflect the analysis of designs that can help create a more youthful appearance and women's preferred styles are needed in addition to the establishment of a differentiated sizing system for middle-aged female consumers in the incorporation of the characteristics of middle-aged women's body parts.