Shopping for clothes: Body satisfaction, appearance investment, and functions of clothing among female shoppers

The present study aimed to investigate the link between clothing and body experience in women of different ages. Participants were 162 female clothes shoppers between the ages of 18 and 55 who completed questionnaire measures of body image, functions of clothing, self-esteem, and enjoyment of clothes shopping. It was found that clothing was worn primarily for assurance and fashion by women of all ages. On the other hand, BMI and body dissatisfaction were related to the use of clothing for camouflage purposes and to a more negative clothes shopping experience. Both components of appearance investment were related to choice of clothes for fashion and assurance. However, the self-evaluative salience component was negatively related, while the motivational salience was positively related, to enjoyment of clothes shopping. It was concluded that although clothing is an under-researched aspect of body image, it represents an important part of women's appearance management, whatever their age.