of middle aged women still feel ignored
Online retailer JD Williams revealed the results of their ‘Midster’ Report today which looks at the 45 65 market, asking questions about body confidence, style and shopping behaviours. It also looks at attitudes towards key life moments canada goose outlet store such as dating and relationships, healthy living, life adventures, home life and the 9 5/work life balance.
cheap canada goose uk And while many of the results are encouraging and opinions towards ‘mid life’ are improving, it looks like when it comes to fashion the industry is still failing. cheap canada goose uk
cheap Canada Goose OK so before I start my rant, let’s start with some of the good news; cheap Canada Goose
56% of women aged 45+ define themselves as body confident, a 13% increase from the previous YouGov report in 2016 (43%), revealing that women are feeling more empowered and getting more comfortable in their own skin.
buy canada goose jacket cheap One in five women aged 45+ say their sex life is better canada goose outlet toronto factory now compared to their younger years, with 16% saying they have sex once a canada goose outlet black friday week or more and 42% saying they’d like to increase their time spent between the sheets. buy canada goose jacket cheap
I thought that canada goose outlet sale might put a goose outlet canada smile on your face. But now for the slightly irritating ‘bad’ news:
It would seem that even with the canada goose factory outlet apparent positive attitudes of the women surveyed, the report reveals that these women still feel underrepresented in the media, with eight in ten British women aged 45+ not feeling represented enough in TV adverts, 70% feeling ignored by the high street and 8 in canada goose outlet parka 10 believing that their age group isn’t represented on fashion catwalks.
canada goose coats So why isn’t this message getting through? With money in their pockets and a keen interest in looking good, it just doesn’t make sense that the high street isn’t catering for 45 65 year old women. So what’s the problem? canada goose coats
canada goose store Well for starters, most retailers stand by the belief that women don’t want to be patronised and treated as ‘old’. True. But the rather bewildering result of this view is that clothes are modelled by prepubescent teenagers. It just doesn’t follow. canada goose store
canada goose uk outlet Surely they can see that there’s an affluent, savvy, style hungry middle ground? And it’s not looking to buy a twin set and pearls. Forty is the new thirty and fifty is the new forty, remember? canada goose uk outlet
canada goose uk shop Then there’s the official canada goose outlet problem of customer perception to consider. While shops like Zara, H Mango and River Island offer clothes for an older demographic, you really have to look for them. And the layout of most canada goose outlet reviews shops is enough to send most 45 canada goose outlet jackets plus women sprinting for the exit. canada goose uk shop
Canada Goose Online Basically what I am saying canada goose outlet shop is that walk into most high street stores and the first thing you see is a picture of young model staring at you wearing a ridiculously ‘trendy’ outfit. And there’s probably some very loud music blaring at you. It’s not exactly a shopping environment that entices grown women in. So yes, the dress of your dreams may well be hanging, as you turn right, at back of H but are you prepared to venture in and hunt for it? Canada Goose Online
Zara is an interesting example because they have clearly identified this gap in the market. Fully aware that the 45 plus canada goose outlet nyc customer has thus far been ignored they launched their new canada goose outlet store uk Zara Timeless Collection this canada goose outlet new york city season. This is a clever, and far from altruistic move by the Spanish https://www.canadagooseisverige.com retail giant. Having identified a gap they are actively going after 45 65 canada goose outlet canada year olds. And guess what? It’s been shot canada goose outlet on three women, all over 40. Genius right? Well no, not really. But it’s been such a long time coming we automatically feel inexplicably grateful. But walk into their stores and there’s little or no evidence of this exciting new collection. Dispersed around the store, it only stands alone online. Why???? Surely, they should be shouting from the rooftops.
canada goose coats on sale Of course Zara aren’t the only retailer that’s chasing the slightly grey(ing) pound. Cos have struck the right canada goose outlet online uk cord for the 45 plus women offering gown up clothes in a comfortable environment. As have Whistles, Reiss and LK Bennett. But they’re all at the more expensive end of the market. canada goose coats on sale
Which brings me on to M The high street store is unashamedly and quite vocally catering for the older women. But when newly appointed CEO Steven Rowe identified ‘Mrs M last canada goose outlet online year there was a public outcry. How dare he? While on the surface she may not have sounded canada goose outlet in usa uber glamorous he knew she had money in her pocket and wanted to buy some stylish, age appropriate clothes.
canadian goose jacket And guess canada goose outlet what, following the announcement, nobody died. Infact M sales figures are looking better than they have in years. Gaze around the shop and they’ve used grown up models. And they’ve even stopped playing loud music, wait for it, because their customers didn’t want it. Well blow me down with a feather. canadian goose jacket
Canada Goose Coats On Sale And that’s not all. Take a canada goose jacket outlet look at the Style and Living section on their website and you’ll see styling tips canada goose outlet uk sale aimed at women of ALL ages. So maybe the high street just needs to change the way they communicate to their older customers? Canada Goose Coats On Sale
Canada Goose Outlet Take JD Williams for example. The online retailer is hugely successful thanks to the fact that their remit has always been to evolve their designs to cater for their 45 plus customer. They have identified that it’s all about allowing women to feel confident and comfortable in whatever they choose. Day time TV presenter Lorraine Kelly, 57, designs affordable timeless collections for JD Williams that have been big sellers. Canada Goose Outlet
canada goose Giving their customers what they want hello, is anyone listening??? canada goose
canada goose black friday sale And of course they continue to use age appropriate models in their campaigns. The canada goose outlet uk key is the ‘listening to their customers’ bit which makes their Midster report so invaluable. This is the retailers third sate of the nation report with YouGov, that gives them a competitive edge. canada goose black friday sale
uk canada goose outlet Clearly there’s no simple answer to this debate. But the figures don’t lie, most 45 plus women feel ignored by retailers and it’s complete and utter madness. uk canada goose outlet
canada goose clearance sale But I do believe (small) change is starting to happen. I just have no idea why it’s so slow. One thing that’s blatantly obvious is that the high street really, really needs sit up, listen and do a bit of growing up canada goose clearance sale.