It’s to the Bargain Bin for Brands who don’t adapt to the 45+ Womenswear Market

By 9th August 2016 No Comments

By Julie Malamute, Associate Director

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“It’s official – women are getting younger”

Women are defying time by taking better care of themselves – maintaining a youthful look and younger figure longer than their mothers, whether it is through diet and exercise or surgery. But these women struggle to be on-trend and are forced to pick the racks at H&M alongside teenagers. While she might not want to wear a micro-mini anymore she doesn’t want to be told she has to wear a pastel twin-set.

Here’s what brands need to know / do in order to keep this audience engaged:

What is important to her?

The name of the game is ‘you’ll never guess my true age’. Brands which offer good tailoring and subtle tricks of the eye such as ruching in the tummy area which can hide a multitude of cakes and slower metabolism; are preferred.

Who is doing it well?

JD Williams recently showed off fashions designed by students at the London College of Fashion which were on trend, yet age appropriate. M&S have said they are moving away from designing for different age groups and have just partnered with Alexa Chung who is renowned for her effortless sophisticated style – which appeals to a 35 year-old-woman as much as a 55 year-old-woman.

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Trans-seasonal Clothing

Retailers targeting the 45+ woman spend a lot of time focusing on the AW outerwear ranges offering an array dramatic winter coats with embellishments. But British weather is growing more and more unpredictable each year and as a result retailers have suffered.

Personalised Shopping In-store

E-commerce has given retailers the opportunity to analyse how the consumer shops and understand her personal preferences to better target her when she is shopping online. However, this experience needs to be recreated in-store, and personalisation in-store is key – whether it is complimentary one-on-one time with a stylist or an interactive mirror which shows her how to best put an outfit together.


The 45+ woman is a more loyal shopper than her younger counterparts, but she is busier, with more work and family demands on her time and attention. Brands which can offer a 12am deadline for next day delivery as well as click & collect in-store services will win.

For the full report or to discuss how to drive awareness and engagement amongst this market, get in touch jmalamute@publicasity.com.