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Prof. Maria Holmlund, Mrs. Anne Hagman, Dr. Pia Polsa, (2010) "AN EXPLORATION OF HOW MATURE WOMEN BUY CLOTHING: EMPIRICAL INSIGHTS AND A MODEL", Journal of Fashion Marketing and Management, Vol. 15 Iss: 1

Holmlund, Hagman, and Polsa wrote about their observations of buying patterns of ten Finnish women between the ages of fifty and sixty. They found that fit and style played a greater role than was once believed. Women do not want to dress like they are old. They want to wear the styles that are “in” among younger women. This has a lot to do with the consumer’s environment and social groups. The authors give suggestions to designers and retailers about the importance of a good fit. Since women’s bodies change as they age, they believed the design should too.

This article gives insight into a realm of the fashion world that is often overlooked. The authors knew how neglected this age group was and wanted to bring a new light to the topic.