@inbook{fef8dce8d0214e2eaa285386ee63f007,
title = "Older consumers: understanding sizing, body shapes and requirements of apparel for this niche",
abstract = "The author discusses clothing design for active ageing where a major concern is the changing size and shape of the older body. There is little design direction, or time and incentive, for product development teams to consider this emerging, unfamiliar market. Co-design led research indicates that older wearers wish for garment ranges, with fewer products, in less transient styling, with more consistency in sizing, with emphasis on age appropriate fit. In providing styling direction, the author aims to contribute to improving the image of ageing through clothing that is comfortable and flattering to the rapidly growing older market sector.",
keywords = "age appropriate fit, older body, active ageing, design, older market sector",
author = "Jane McCann",
year = "2014",
month = jul,
day = "16",
doi = "10.1533/9781782422150.2.132",
language = "English",
isbn = "978-1-78242-210-5 ",
series = "Woodhead Publishing Series in Textiles",
publisher = "Woodhead Publishing Ltd",
pages = "132--152",
editor = "Marie-Eve Faust and Serge Carrier",
booktitle = "Designing Apparel for Consumers",
}