Most women over 55 feel ignored by high street fashion brands

Seven in 10 women in this age group — equivalent to 6.7 million — said advertising aimed at them fell back on ‘ageist stereotypes’ and was not relevant to what they wanted,the Daily Mail reported. 

Around 42 per cent said they had difficulty in finding retailers that sell clothing that is both fashionable and suitable for their age.

Consequently,less than half said they actually enjoyed going shopping.

The study also revealed that with women living longer and many working well into their 60s,clothing tastes among the over-55s have changed considerably.

According to analysts at Mintel,the market research group who conducted the study,the market for over-55s clothing and footwear is now worth 5.7 billion pounds.

“In placing so much importance on youth,the fashion industry is alienating older consumers,many of whom feel they no longer belong to this rather elitist industry,” said Mintel Senior Fashion analyst Emma Clifford.

“Using mature figureheads in advertising campaigns would help to persuade this demographic that they are valued shoppers,with a place in the fashion arena,” she said.