Baby Boomer And Women Clothing

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Baby Boomer Decisions towards Women Clothing


Birth and death rates influence the age distribution of the population. Although in most European countries the birth rate is still higher than the death rate, both are tending to decrease. The effect of this is a reduction in the number of young people and increase in the number of old people in the population. It is predicted that, by the year 2020, 26.7% of the European population will be over 60 years of age. This paper explores the concept of the baby boomers and their spending towards women clothing.

Table of Contents


Baby boomers4

Consumer Behaviour of Baby Boomers5

Female Boomers6

Recent Trends of Baby Boomers8

The Effect of Population Aging and Generation on Consumption10

Consumer Behaviour in 202012



Baby Boomer Decisions towards Women Clothing


Baby Boomers have had a tremendous impact on 20th century history and culture. Baby Boomers are defined as anyone born between 1946 and 1964. In the United States, nearly 30% of the population constitutes Boomers. The increased birth-rate in the post-World War II era also affected Canada, where the generation is known as “boomies.” In Britain, Baby Boomers are simply referred to as “the bulge.” Baby Boomers have left an indelible mark on the modern history of the Britain (Besl and Kale 2006, Pp: 18-28).

Baby boomers

Demographically, it is understood the baby boomers are those who were born between 1945 and 1965, during the population boom after the Second World War. This is the first generation that defines itself as a generation. Indeed, earlier there were no major differences between the generation of parents and children. Thus, the parents did not attach greater importance to children and considered as a necessary transitional stage to reach adulthood. Children in turn were regarded only as tiny people and then aspired from an early age to "be great" to get a place in society (Besl and Kale 2006, Pp: 18-28).

The baby boomers participated actively with their environment and made an impression on many events in the history (the rock, the hippie movement, peace and love, the Vietnam War, sexual liberation, emancipation of women, etc.). This is the generation of hope was the generation that changed the world (Besl and Kale 2006, Pp: 18-28).

Consumer Behaviour of Baby Boomers

Many consumer behaviour researchers have taken an interest in the topic of identity, and the extent to which it can be used to help understand a consumer's purchasing decisions and possessions. One conceptualization of identity is Social Identity Theory (SIT), which posits that individuals have a tendency to classify themselves and others into social categories, and that part of an individual's self-concept is derived from the categories to which they belong (Crampton, Hodge and Mishra 2006, Pp: 243-256). Group identifications occur along dimensions that distinguish one group from another-age, gender, ethnicity, religion, occupation, in a process whereby one category only becomes meaningful in relation to another, for example, young versus old. As perceived group differences become accentuated, individuals construct conditions such that they view their “in-groups” as being positive, ...
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