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~ the rejuvenile generation are adults in their thirties and forties who behave and dress as they choose, wearing clothes directed at teenagers and following marketing trends online shopping and pleasure activities directed at their children. Market researchers have named such individuals who reject adult choices in favour of youthful tastes as the kidult, the adultescent and the rejuvenile online shopping generation. Cocooning – In 2004 staying at home to relax and just be secure, will become an important lifestyle factor that will continue throughout the decade. As dress becomes less formal and more casual most of the time, even in work time, so does the desire for differentiation between leisure wear and just casual wear with casual brand names becoming an even more important focus as status symbols. Clothes to cocoon in will be soft and comfortable, stretching and retaining shape. Today comfort is one of the main qualities required of clothing for over 50% of consumers, as is easy wear easy care.
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