The new concept of aging: Fitness and leisure sporting apparel adequacy for the “ageless” generation
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Predictions about increasing longevity in the world indicate we will live with more than 40% of the population over 45 years. Composed of proactive and active individuals, this “mature” society is focused on healthy habits, disease prevention and the practice of physical activities. These individuals will be exercising increasingly and require a garment suitable for the purpose, within their physiological, sensorial, and emotional demands. This brief study, conducted in Brazil, analyzed a specific group of users and their expectations, with respect to the perception of comfort, style, performance, and suitability of sportive/fitness apparel. The research identified that this segment over 45 years, demonstrate greater interest in comfort, quality, technology, and practicality, rather than fashion details. These characteristics are not recognized yet by the productive market. There is a gap in the targeted supply, and the available clothing is restricted to offer items adapted with a focus on the younger target audience, not meeting the specificity and belonging expected by users.