Women who have postponed childbirth to become established in a career are now embarking on parenthood while continuing to work throughout much of the pregnancy. As a result, pregnant employed women need clothing that will project an appropriate image. The purpose of this research was to determine the types of garments that pregnant employed women prefer to wear to work and to identify factors influencing the selection of those garments. Results indicated that there were differences among age range groups in selection of workplace attire, and among educational level groups in general fashion appeal of classically styled garments, selection of attire for the workplace, selection of nylon for the summer season, and in care required for garments. There were differences among income range groups in the classic category of general fashion appeal, in the selection of silk fibre for winter wear, and in care required for garments. This study supported the concept of a new and separate segment of the consumer market dealing with pregnant employed women. They have special needs for attire based on age range, educational level, and income range, that will project an appropriate image in the workplace and offer physical and psychological comfort as well.
|Number of pages
|Journal of Consumer Studies & Home Economics
|Published - Sep 1990
ASJC Scopus subject areas
- Applied Psychology
- Economics and Econometrics
- Public Health, Environmental and Occupational Health