1-2. Reasons For Purchasing New Girdles
Girdles are purchased for a variety of reasons. These reasons, however, may be classified into three major buying motives:
- The replacement purchase
- The special occasion purchase
- The "mood" purchase
Each of these major purchase motives shall be covered in turn.
The Replacement Purchase
The most frequently mentioned reason for the purchase of a new girdle is the need to replace a presently-owned girdle which is stretched out of shape, discolored to the point of "looking dirty" or simply worn out.
Apparently, among women who buy girdles for this reason, no regular routine system of girdle purchases occurs. The frequency of purchase is directly related to the life span of the girdle. Most of these women buy one girdle at a time; a few buy two girdles, and only in extraordinary cases are more than three girdles purchased at a time. (Apparently, many women are afraid that their figures will change and consequently are reluctant to invest money in a large number of girdles.)
In the replacement purchase, women tend not to experiment with different types of girdles. Many women try to get a girdle that is exactly the same as the one they are replacing (assuming, of course, that they were satisfied with their previous girdle).
The Special Occasion Purchase
Another major reason for purchasing a new girdle is the need to match a girdle to a new dress or for a "special" occasion which demands an "extra good" appearance. In short, the special occasion purchase takes place in response to a definite and specific need.
Frequently, women buy a new dress (usually a sheath) which requires either a different type of girdle, or the same type but in better condition, than the one they now own. Apparently, these women see the girdle as a way of maximizing their appearance in the new dress and buy a girdle which is most apt to go with that dress. (It will be brought out later how girdles are assigned specific duties by women and that the specifications of the girdle must convince the women that it will achieve the desired results.)
Since appearance is usually the dominant factor in formulating the requirements for the special occasion girdle, women are more apt to buy a girdle that is somewhat uncomfortable as long as they are convinced it will enhance their appearance. Interestingly, some women indicated that when confronted by a special occasion they are likely to buy a new girdle but not necessarily a new dress. These women seem to feel that the new girdle will do so much for their appearance that they can "get away" with wearing one of their presently owned dresses.
The "Mood" Purchase
A relatively small group of women indicated that they will buy a new girdle in order to cheer them up when they are feeling blue or depressed. The desire for a new girdle usually arises when these women are unhappy about their appearance.
Although the presently-owned girdle may be in good condition, these women become convinced that their girdles are not effectively improving their appearance. As a result, the purchase of a new girdle can be as satisfying to these women as a trip to the beauty parlor or the purchase of a new hat.
Apparently, women who buy girdles because they are depressed about their appearance are more apt to experiment with different types and brands of girdles. These women are looking for a drastic change and will not be reluctant to buy a drastically different girdle if it beautifies their figures.
In the final analysis, the survey indicates that the purchase of a new girdle can be prompted by a variety of factors. It should be noted, however, that these factors are not necessarily isolated from each other. For example, a woman may be depressed about her appearance and use a forthcoming special occasion as an excuse to buy a new girdle. In short, a variety of inter-related factors can motivate a woman to buy a new girdle.
The reasons which prompt women to buy a new girdle also play a role in dictating the type of girdle to be purchased.
Continue to What Kind of Girdles Do Women Purchase?
Return to "What and Why of the Girdle Buy" Index
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Originally Posted April 20, 1997