35-55... Why Them?!

So, the question often comes up in class and in my own head- Why must we design for the 35-55 year old consumer??? It limits design options, it changes the necklines, it affects the color, and don't even get me started on what it does to the HEM !

 When we question the "powers that be" (aka our instructors) as to WHY we must work for this target market, here's a little bit on what they think:

 

Women Over 40 Lead Apparel Sales

65% of all online sales go to women over age 35, and the fastest growing sales are to women age 55-64 (a boomer population that's been known for its willingness to indulge).  Sales to consumers age 55-64 rose by about 11%. This market is aware of both positive and negative aspects of her body. The 35-55 year old woman wants to be conscious of her age but not "dress Old". These gals know what they want! Natural fibers, cardigans, and other softly tailored pieces are key- not to mention washable and easy care for when they're running around with the family. 

• Updated classics 
• Unexpected fabrics
• New takes on old shapes 
• Look at vintage apparel for inspiration
• Use accessories to upgrade and update the look

 Forgiving fabrics are the best for this market (like Chiffons with great drape and strategic cuts). Some considerations to evaluate in designing for this market: Avoid sleeveless looks, mini-ANYTHING, baggy looks, trendy/fussy details that require regular upkeep.

 

Keep the neck/chest covered in a stylish and modest way. These ladies aren't trying too hard! Frilly evening attire is not so desirable at this stage. Tailored looks are much better. Avoid shawls and cape looks along with anything with the words "tight","low", or "plunging" before it.

These are the factors that I'll be trying to incorporate in my collection. It's going to be a challenge finding the balance!

Focus on:

• Shoulders
• Legs
• Soft colors
• Mixed Textures

Apparently, boomers know who they are and want to dress that way! They don't want to transform themselves but be who they are. So, although I can't guarantee  that this will be the target market that I choose for my future designs, I can see why these gals are so appealing after all.