Fashion and Social Engagement in Older Adults: The Influence of Self-Perceived Age Identity on Their Relationship.

• Isabella DiGiulio, Fashion Merchandising, University of Delaware

• Nokyeon Kim, Fashion, University of Delaware

The older consumer market segment, recognized as adults aged 60 and older, has grown increasingly attractive due to its growing size and untapped market potential, however it remains significantly underserved due to uncertainty surrounding the market, compounded by a lack of research and widespread misconceptions. Previous research tends to oversimplify and homogenize this dynamic group, failing to capture the intricacies of the aging process in relation to consumer behavior which has contributed to significant variance in findings. This research aims to explore the relationship between self-perceived age, fashion engagement, and social engagement for older women in later life. It proposes that older women’s fashion engagement influences social engagement, and this relationship is either strengthened or weakened by their self-perceived age identity. By integrating existing research across disciplines, this study seeks to offer a more holistic and differentiated understanding of older consumers that captures the complexity of their motivations, perceptions, and fashion-related behaviors. These behaviors are shaped by self-perception and influenced by personal, social, and emotional needs. This study positions fashion as more than an aesthetic practice, but also potential contributor to social engagement– a key contributor to psychological well-being, life satisfaction, and overall quality of life in later life. By exploring how fashion engagement influences social engagement,  this research highlights the broader implications of fashion as a meaningful tool for promoting healthy aging and social inclusion among older adults.