“Mutton dressed as lamb” – the horrible saying that strikes fear in the heart of any woman over the age of, what, 45?! None of us want to think that about ourselves whilst looking in the mirror, and there would be nothing worse than hearing it said about us. But the question is, what fashion retailers actively target the over 40s and provide us with stylish clothes that fit and flatter our figures?
Well, you’ll be pleased to know that clothing and footwear for mature ladies is currently the fastest growing area of the fashion market, according to retail analyst Verdict. Not only are there now a number of clothes stores specifically for us ladies in later life, but many retailers are developing collections aimed at our age range, or perhaps (more cynically) our “grey pound”.
The High Street stores and brands below are proud to be serving our age range, whilst the retailers listed further down the page have collections and styles that are suitable for our wise and wonderful bodies to wear.
“We believe we will deliver a fantastic shopping experience to the growing population of 50+ year customers.” Bon Marche won the “Best for Flattering Fit” award at Yours 50+ Fashion Awards in 2012.
“The core customer is an affluent, 50 something social butterfly with disposable income to spend. She expects good customer service and seeks advice on what to wear in every aspect of her lifestyle.”
The Austin Reed Group whose stores include; CC and Viyella
“Mary at House of Fraser was designed for women ‘of a certain age’ who felt forsaken by
youth-obsessed high street brands.”
Mary at House of Fraser
“We are passionate about confidently dressing the mature woman in the highest quality products that are proudly designed in Britain.” The Jacques Vert Group whose stores include;
Jacques Vert , Kaliko, Planet, Precis Petite, Minuet Petite, Windsmoor
“Our target customer is a woman who is typically 35+. She is looking for quality fashion for herself and her family and expects a good level of customer service in an inspirational and comfortable environment.”
M & Co
- Fenn Wright Manson
- John Lewis
- Laura Ashley
- L K Bennett
- Marks & Spencer
- Not Your Daughter’s Jeans (NYDJ) – the clue is in the name!
- Phase Eight
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By Marie and Jo Caley