Fashion communication and ageist sentiment in the Australian fashion industry

Saltmarsh, H 2017, Fashion communication and ageist sentiment in the Australian fashion industry, Masters by Research, Fashion and Textiles, RMIT University.

Document type: Thesis
Collection: Theses

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Title Fashion communication and ageist sentiment in the Australian fashion industry
Author(s) Saltmarsh, H
Year 2017
Abstract Mature women’s fashion, for those aged 35 years and older, seems underrepresented in the Australian marketplace and media. International research suggests similar circumstances prevail for older women abroad but there are conditions unique to Australia’s garment industry that exacerbate and frustrate mature consumers further. This research investigates factors affecting midlife consumer’s fashion in Australia and explores the lifestyle interests and expectations of mature consumers. Research on attitudes to aging were investigated through a broad range of source material including academic papers local industry interviews, historical fashion references and a consumer questionnaire. Academic research pointed to a misunderstanding of mature consumer’s needs and dated concepts about mature women’s aesthetic interests in clothing. An exhibition of t-shirt graphics was devised to highlight historical and contemporary views on mature women and fashion. A series of design communication illustrations were developed for use by designers to challenge fashion precepts that stigmatized mature women’s clothing.
Degree Masters by Research
Institution RMIT University
School, Department or Centre Fashion and Textiles
Subjects Textile and Fashion Design
Keyword(s) Mature
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Created: Mon, 19 Mar 2018, 09:33:46 EST by Denise Paciocco
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