Recent Venture and realisation.

Recently i have been doing some alteration work on the side working with an over 50 client. Who says "Life Doesn't end at 50!" But with in the media and the fashion world you would like it would as there is very little fashionable clothes out there that caters for the over 50's market and for the bigger busted lady. 

Between juggling a full time job working in a clothes store and doing alterations at night. i have realised what a problem this is becoming for women, but also there are brands out there that are trying to cater for this age group you just need to know where to look. 

From chatting to my client i have realised what the over 50 women looks for in there wardrobe:

-Staple pieces you can wear over and over again

-Something to cover up your arms

-Comfortable, breathable clothing often natural fibres

Betty Jackson, Clothing women would wear however worn on young models

These women are said to be a niesh market within the fashion world, however these are the women are half the british population, whom have the money to spend on clothes, many have had children and  are in good jobs and have money to play with. But not many people have cracked this market yet.

However one person who i think has nailed it on the head is Mary Portas (i know not agian, but i am her biggest fan). I think Everything Mary does is just great. But by not only pairing up with House of Fraser to launch her brand "Mary" last year she has collaborated with many well known quality brands such as underwear with Playtex, Shoes with Clarks and Tights and Armery with Charnos. Armery i must say is a savour for women concise about there arms. But many women don't' know it exists or that that was the market mary was trying to target. But i think i may have persuaded two women today to invest in a set of Armery - the famous Sculptwear for the arms. 

Mary and the Mary range including the "no brainer dress" a must have staple in you wardrobe.

Other brands that are attempting to cater to these markets would be Hobbs, Pepperberry and Whistles. However many of the high street are still charging £150 for a dress that you may have thought was 100% wool however they are squeezing in synthetic fabrics and still charging the same amount for it. So you may buy a staple pice for your wardrobe, but the poor quality of the fabric means it doesn't last as long... 

Let me know your thoughts on this ?

Ashley J

Something About Mary...

Mary Portas is an expert in the retail department, she has the knowledge every new business want to know! She is most famous for transforming Harvey Nichols and there world renowned window displays. Since then she opened a PR company Yellowdoor, which has been very successful and worked with many big brands. She went on to make a few TV series' transforming fashion boutiques, bakeries and even antique stores to a successful business. 

Now Mary has dove in head first with her whole reputation on the line to see if she really is as good as she says she is. Mary has launched her own brand "MARY" through House of Fraser. The Brand is aimed at women over forty and it is a lifestyle brand....a place where you cant only get staple pieces to keep you stylish through the seasons but you can also buy your coffee, stylish home accessories and maybe even a cheeky dildo (if she was allowed). She is a headstrong women who doesn't like the answer NO, with this in mind she has certainly pushed the boundaries of House of Fraser, she hasn't got everything she wanted, but just about!

From recently being involved in the David Nieper Competition, creating a 5 piece collection  for the over 50's.  I have realised that this market is in desperate need for some life to be injected into it .... I think it is great what Mary has done! Also loving the way she has used models that are the age she is targeting to, I think this makes all the difference!! And the women look chic and confident she doesn't make them look old she makes them look 10 years younger.  She has tapped into a great market while achieving a modern, contemporary shopping experience! A definite see the next time I am in London Town!

Ashley J