African American Women's Satisfaction with the Design and Marketing of Ready‐to‐Wear Clothing

The African American market has increased in terms of percentage of the United States population and income, with purchasing power estimated at more than 800 billion. This pilot study assessed older African American women's perception of how well their clothing needs were being met using focus group discussion methodology. The primary objective was to determine African American women's satisfaction with marketing clothing, clothing fit, cultural dress, and accessories. The dress‐body clothing purchase decision‐making factors model was used as the theoretical framework. Thirty‐two African American women from the Charleston, West Virginia, area participated in the study. Results indicated dissatisfaction with the portrayal of African American females in targeted advertisements and the fit of clothing. Suggestions are provided to overcome these reservations.