Criando para mulheres ativas: moda, esporte e envelhecimento na perspectiva feminina

Abstract

This research paper seeks questioning elderly brazilian women's relation with sports garments available in the current market. Using the descriptive field research methodology, a questionnaire was digitally applied to a group of women over 50 years old, found in messaging app WhatsApp’s groups targeted at women who exercise, in order to acquire data for this investigation. The answers were analyzed using the content analysis methodology. In order to carry out a comparative analysis with the opinions submitted about the clothes, an analysis of the brands most mentioned in the questionnaire was also developed. This research found that, according to the population sample consulted, the sportswear market still doesn’t consider the desires and needs of elderly women. In conclusion, the research points out ways for improvements and possible new approaches to update the field of sportswear to the changes in the population.