crazy lady - Adult apparel Young adults Highest...

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Adult apparel Young adults Highest expenditures per capita on apparel -continuous fashion interest -income -wardrobe transformation (career wear) Career, marriage, children – consideration of future -less impulsive  -wardrobe planning Empty Nest 1 – young adult move out expenses and responsibilities     time/money for selves Spend money on pleasant experiences -travel (travel clothes) - entertainment (dancing, rafting) -gifts -luxury  - very conscious of their appearance WOMENS – weight (waist, abs, butt), sagging bust, grey, facial wrinkles Still want to be sexually attractive  Men turn offs – large hips, wrinkles, graying  Women turn offs – portly bodies, love handles, balding Styles and colors should soften appearance/contours of face - becomes angular body looses pigment  - bright/dark colors = harsh - cool colors & pastels, curvilinear lines = flattering - beige/browns = wash out loss of eye elasticity creates a need for glasses - reanalyze hair shape
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Menopause – hot flashes – less need for warm clothes, separates a plus, cotton Buying motivations change with age  - success proven by accomplishments - less need to dress to impress - less willing to pay high prices for “in” style - comfy/quality ^ - still want to be attractive! Women’s sizing based on youthful model Proportion changes!  Larger in some places Buying larger sizes is not the answer -large circumference in waist/hips -too long in shoulders/bodice - neck too big - fuller armhole & upper back (round shoulders, fat deposites in back) - lower bust line (without lengthening bodice) Plus Size Apparel Obesity – 30 lbs overweight, #1 health issue in US - ^ number of aging bodies - Overeating - 2/3 adults are overweight $30billion in sales in plus size clothing As fashion conscious as the rest of the population!! 36% people under 20 y.o. are over weight -complain they cant find clothes Extend sizes for existing -don’t wait for sales, buy immediately - want large sales associates Understand issues -prefer not to shop in ‘plus size’ section Integrating
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Cosmetics and Toiletries Make up, hair care, fragrance, shaving, skin care, oral hygiene, cleansers - make up and fragrance  = biggest $6.5 billion/year -mass merchandisers, drug stores, department stores Baby boomers = greater per capita expenditures than other groups - product development = focus on older women’s skin ages faster than men’s - more time and money on anti-aging products Anti Wrinkle: Moisture retention – skin = soft and flexible -insensible perspiration – dry skin show wrinkle lines more
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This note was uploaded on 04/17/2008 for the course DHM 3643 taught by Professor Richards during the Spring '08 term at Oklahoma State.

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crazy lady - Adult apparel Young adults Highest...

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