Barriers in Adopting New Fashion Trends by Older Adults

Fashion is not just an aspect of self-expression; it also plays an important role in shaping identity and social belonging at all stages of life. However, old age people may find it difficult to engage with current fashion trends due to a variety of emotional, social, and cultural limitations. This study investigates barriers in adopting current fashion trends adults aged 60–80 years in Udaipur, Rajasthan, focusing on their barriers toward adopting modern fashion trends. Utilizing exploratory research design and purposive sampling (N=120; 60 males and 60 females). Results reveal that older adults prioritize comfort, are cautious of societal judgment, and rely more on traditional media than digital platforms. While financial and physical limitations hinder trend adoption, respondents showed awareness and openness to age-inclusive fashion. Findings highlight the need for inclusive design and marketing strategies that embrace the identity, comfort, and aspirations of aging consumers.