The numbers speak for themselves. Women over the age of 50 currently spend
over £2.5 billion per season on fashion. They’re the fastest growing fashion
sector, with 90% of British retailers seeing most growth from the 50 plus
consumer. They contribute £300 billion to the annual UK economy, and account
for half of UK income and expenditure. Yet despite all growth in fashion coming
from this sector, it’s the only demographic that’s being neglected by the high
street, in that the majority of fashion retailers target them with clothing
designed for a younger audience. Just as an adult wouldn’t expect fashion
designed for a child to fit them, the same applies to mature women fitting into
clothing designed for ladies half their age.
Lorraine Kelly shows her JD
Williams AW14 edit to fashion journalist Hilary Alexander
Whether you choose to call this sector Flat Agers, FAB’s
or simply mature the fact is they are emerging as the most powerful
consumer group. They’re embracing age with a new approach, a new energy and a
new outlook, and can no longer be ignored. Just as the fashion media currently
caters for different priced fashion within its audience, part of ZPR’s mission
will be to ask that the fashion editors also cater for this sector by featuring
clothes that have been designed to fit mature women.
Guests enjoy the view, a glass
of bubbly and a browse of JD Williams’ AW14 edit (styled on Shard inspired
rails no less!)
Angela Spindler, CEO N Brown
Group speaking to guests on JD Williams’ journey
A huge thank you to everyone who supported the event. The coverage we
received was fantastic and guests of all ages were enthralled with the
evening’s discussions. With Lorraine set to lunch her first ever fashion
collection for SS15, one thing we promise is the best is definitely yet to
come.
A room with a view
#WhereFashionFits
If you would like to know more
about JD Williams’ journey, you can browse our digital AW14 look book at www.AW14JDWilliams.co.uk
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