Key Functional and Symbolic Values of Activewear Designed for Active Aging Women

Many activewear manufacturers do not prioritize the functional or socio-cultural needs of active aging women even though they are a sizeable market segment. Therefore, the purpose of this study was to explore the functional and symbolic value placed in activewear products for women aged 50 and older. The research team interviewed 14 physically active women aged 50 and older. Interview data were analyzed using thematic analysis and organized into key functional and symbolic values. The functional values of activewear identified by women in this study were protection, safety, fit, range of motion, thermal comfort, donning/doffing, pressure, support, fabric performance, layering, storage, friction, tactility, quality, and multi-use. The symbolic values were self-esteem, group membership, aesthetics, decoration, modesty, and motivation. Researchers and designers should consider these findings as key functional and symbolic values of activewear when developing activewear aimed at supporting active aging lifestyles.