| Summary: | The dynamics of the fashion market drives
forward many companies of the sector to
delineate industrial and commercial
strategies in order to ensure themselves
against the competition. In addition, the
easy access to the mass media has induced
users and consumers more informed and
aware about their need and expectations,
which has increased the level of demand
goods, mainly clothing. In this sense, this
study aimed to identify and discuss the
considerations of middle-aged women, in
relation to clothing products currently
found on the market as well as possible
changes in their spending habits. To this
end, a questionnaire was prepared and
applied to a sample group of women
between ages 45 and 65, aiming to clarify
such issues. It is evident the importance of
this segment of users, once they are a
representative demand for the fashion
industry
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