London, Jan 10 IANS | 7 months ago

Most mothers seek approval of their daughters before buying new clothes, mostly to check that they are "age appropriate", according to new research.


The research by a money saving website Vouchercloud.com shows that 48 percent of mothers seek assurances from their daughters on how to avoid looking unflattering in the new clothes.

The website polled mothers, who have at least one daughter of 16 years or over. The biggest worries for a mother are the ones like buying a dress that could be too short, or a low-cut top that they consider a little too "young" for them.

If the daughter doesn't approve, the mother won't buy it, the survey showed.

Matthew Wood of Vouchercloud.com, which carried out the research, said: "It seems that many women take the lead in the fashion stakes from their daughters. The results suggest that mothers are also likely to trust their daughters to be honest with their opinion."

He added: "It's probably the case that asking 'Does my bum look big in this?' of your daughter will result in a truthful answer, rather than the one you might prefer to hear."

Other figures from the poll of 1,452 mothers found that two-thirds of mothers believed they are "fashion conscious", while almost two-thirds said they asked for their daughter's opinion when buying new clothes or accessories.

(Posted on 10-01-2014)