Summer as we know it is over, and autumn (my favourite time of the year) has arrived in all its glory - and so have the customers.
As all women know, the desire to update our wardrobes, or just to buy something new, is very rarely down to need, but due to an oerwhelming emotion to move forward, feel attractive, impress our partners or peer groups. But for some women, the idea of buying a new top fills them with overwhelming fear and dread.
I have a theory, and it’s all about what you’re used to, or the now overused term your “comfort zone”. As we get older, some women become locked into a look or style that at one point was bang on trend, but she now refuses to move on, in fear that she might look like mutton.
I think the problem is lack of education. If there is a glossy magazine editor reading this, please take note. May I suggest you run an article or two directly targeting this 40-plus market? It might not be the sexiest market but in terms of revenue it’s worth millions to us independents.
Women who don’t really have much interest in fashion or seasons have therefore lost touch with what’s in or out. Luckily, in my business I have a real mix of customers, some up to the minute, others more conservative, and they come in all shapes and sizes. But I have to say how great it is when on several occasions recently I managed to transform customers from (dare I say) frump to supermum or supergran. They came back saying how well everything they’d bought had been received by their friends and family.
Of course, it’s all about knowing your stock, staff training and forever keeping on top of the game, but a little help from our fashion editors wouldn’t go amiss.