London - They have the experience and style savvy to know what looks best, while wanting to feel comfortable in what they wear.
So when women over 50 were asked to name their favourite piece of clothing, a trusty pair of jeans came top of the list.
But perhaps it’s not surprising that many have to rely on an old faithful, as the majority feel neglected by high street chains.
Just 20 percent of mature women feel well catered for on the high street, according to research, while 61 per cent feel that their age group is forgotten.
More than half (53 percent) of women over 50 said they find it hard to find clothing that suits them, two thirds want to see more choice suited to their age and one in five find shopping intimidating.
TV star Lorraine Kelly, 54, who is creating a clothing line for retailer JD Williams, which carried out the survey, said: “These women have the spending power and they want to look fantastic ... [but] we have neglected them. I know this from my own experience.”
She added: “Fashion is all about feeling comfortable in your own skin.” That certainly seems to be the mantra of mature women, as some 71 percent rated comfort over style.
The fashion industry would do well to wake up to their preferences; women over 50 are a hugely lucrative market, with annual fashion sales of £6.7-billion.
Angela Spindler, 52, of N Brown Group, which owns JD Williams, said she hoped the report will encourage the fashion industry to give older women what they want, adding: “Ignoring them should be done with peril.” - Daily Mail