London Met Research Showcase: “Older people are not allowed to be old anymore” - assessing the psychological impact of mature consumers’ representation in Fashion media. The session will lead by Aurore Bardey. A 30-minute Q&A session will follow the presentation. The present research aims to evaluate how mature consumers are portrayed in the fashion industry and its psychological consequences.
This study has highlighted the need to portray more accurately the mature consumers and their negative attitudes towards Fashion media. The present research also highlighted a positive impact of feeling young on satisfaction with life as well as a positive impact of fashion product involvement on body esteem. The importance of considering and portraying all the consumers in the Fashion industry leads to both psychological and business positive implications.