A new report has found that four out of five mature women do not feel catered for on the high street and 61% feel their age group is forgotten.
Two-thirds of the 2,000 women aged over 50 surveyed in a YouGov poll said they would like to see more choice from fashion retailers suited to their age group. JD Williams commissioned the report, which examined the shopping behaviour, attitudes towards ageing and issues around body confidence for the ‘forgotten fifties’ to coincide with a brand relaunch for autumn 14.
94% of women aged 50 and over said they feel younger than their age, but 76% said they don’t feel their age group is well represented in advertising, magazines (58%) or TV (57%).
The mature market is the UK’s fastest growing fashion sector and was worth £6.7bn in 2013, according to Kantar Worldpanel.
“There are more women in the 50+ bracket than ever before and it’s abundantly clear that they have felt let down by the fashion industry,” said Angela Spindler, chief executive of the N Brown Group, the parent company of the JD Williams brand. “We’ve made it our mission to address this. Shopping for clothes should be easy and enjoyable whether you’re 16 or 60.”
JD Williams unveiled the results of the survey alongside a panel discussion on the issues surrounding fashion for the over 50s and body confidence.