A synthesized hierarchy of functional and symbolic product attributes for activewear design for active-aging women

Purpose This study examines the product attributes that influence activewear satisfaction among active-aging women (AAW), defined as women aged 50 and older who regularly engage in physical activity and pursue wellness-oriented lifestyles. The objective was to identify essential, expected, unexpected and potential product attributes to inform age-inclusive product development, segmentation strategies and brand positioning in the activewear market. Design/methodology/approach A qualitative research design was employed, consisting of 14 semi-structured interviews with physically active women aged 50 to 78. Data were analyzed using thematic coding within a synthesized hierarchy of functional and symbolic product attributes model that integrated the frameworks of Levitt (1980), Kotler and Armstrong (2004) and Brechan (2005). Functional and symbolic values were incorporated into the analysis to capture both physical and psychological dimensions of product satisfaction. Findings Participants identified essential attributes as physical comfort, fabric performance outcomes, fabric-level properties and self-esteem. Expected attributes included support and compression, climatic protection and layering, safety, aesthetics and group membership. Unexpected attributes were durability and modesty, while potential attributes included flexibility in use, motivation and lifestyle integration. Functional and symbolic values were found to be intertwined across all levels, indicating that activewear should address both physical performance and identity affirmation for AAW. Originality/value This research synthesizes established marketing models into a hierarchy of product attributes tailored to AAW consumers. The findings offer actionable strategies for designing and communicating activewear products for AAW consumers.