Moda — czynnik determinujący czy wykluczający udział seniorów w rynku?

Fashion is an inseparable element of contemporary human life. In general, clothing choices are determined by age, gender and material factors. In terms of age, however, these decisions differ significantly, which is especially evident among the elderly. In consumer choices older consumers are usually guided by rationality. Seniors are currently a specific group of consumers on the market. On the one hand, they are marginalized because of their age and earnings, but on the other hand, it is a social group that begins to dominate the market, which in the near future will become a group of target recipients, including clothing products. When discussing fashion, there are also important characteristics of consumers that influence the fact of whether a given person is an active participant on the market or is an individual excluded from it. The purpose of this article is to try to define fashion as a factor determining or excluding the participation of seniors in the market. The paper presents an analysis of secondary research and the results of pilot studies on the attitude of seniors in the context of fashion.