期刊名称：Journal of Emerging Trends in Educational Research and Policy Studies
电子版ISSN：2141-6990
出版年度：2013
卷号：4
期号：1
出版社：Scholarlink Resource Centre
摘要：The study examined the attitudes of middle-aged women towards a gendered dress code and how these influence its transmission to their offspring. Middle-aged women's attitudes are important since they are the main purveyors of culture and also constitute a large segment of dress consumers. The influences of middle-aged women in dress choice are pivotal to the clothing industry since its survival is based on sales of dress. A qualitative paradigm involving a case study was adopted. In-depth face-to-face interviews and evaluation of artefacts were the data collecting tools. Ten women aged between thirty and fifty and their offspring (30) were purposefully sampled. Collected data were presented in both descriptive and narrative forms. The findings indicated that most women held conservative attitudes towards a gendered dress code and were willing to transmit it to their offspring. In addition, the findings indicated that media and acculturation were pivotal in influencing choice of dress of the women's offspring. The results of the study is intended to benefit women in that they will have insight on how important their choice of dress and that of their offspring is to the clothing industry. The study recommends that the clothing industry should engage in periodic research activity that seeks to establish consumer attitudes which are ever changing.
