Consumer Behavior

“55 Is Not Old!”: Aging and Identity in Fashion Blogs Targeting Female Baby Boomers

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Abstract

The advent of social media has played a significant role in how consumers behave, offering them unprecedented opportunities to share their own consumption experiences and to make purchase decisions informed by those of others. The purpose of this study was to explore fashion blogs developed by and for women aged 55 and over. Using a qualitative approach, data were collected through netnographic observation, particularly using a “netblographic” approach. The data were analyzed to identify categories based on topics, including issues related to fashion and aging, products and aging, and brands. Three major themes emerged and were used to structure the interpretation: Asserting Fashion Sensibility, Managing a Changing Identity, and Finding Allies in Aging. Findings of this study reveal the extent to which fashion blogs offer women 55 and over more than just fashion advice, but a means to establish social connections and gain emotional support though the shared experience of aging.

Keywords: fashion, blogs, baby boomer

How to Cite:

Lee, Y., Hodges, N. J. & Min, S., (2019) ““55 Is Not Old!”: Aging and Identity in Fashion Blogs Targeting Female Baby Boomers”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8392