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  • Flush, fashionable and underserved: Understanding the older clothes shopper
  • Flush, fashionable and underserved: Understanding the older clothes shopper
    Just Ard, Creative Commons (2014) ©
REPORT

How fashionable over-50s want to dress

The over-50s hold a whopping 80% of the UK's wealth, and British women in their 50s spend £7 billion on clothes. While some fashion brands are starting to court the older shopper, many more are leaving these women frustrated by a lack of desirable, comfortable clothes on the high street.

Location United Kingdom

Scope
The amount British women in their 50s spend on clothes is nearly £7 billion and rising. [1] It’s a lucrative segment, but is it really understood by brands?  While some fashion brands are starting to court the older shopper, many more are leaving women over 50 frustrated by a lack of desirable, comfortable clothes on the high street.

Not interested in squeezing into their daughters’ jeggings but way off the twinset-and-pearls stage, women over 50 are caught between a rock and a hard place when it comes to the high street. “Fashion designers haven’t woken up ...

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