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M&S right to meet fashion needs of older women
Julia Twigg, Professor of Social Policy and Sociology at the University of Kent and the author of a soon-to-be-published book on fashion and age, has commented on Marks and Spencers unveiling of a new clothing range it hopes will meet the fashion needs of the older woman by saying:
My research showed that many older women are frustrated shoppers. Some of them, especially those in their fifties and sixties have money to spend on clothes, but they cannot always find looks they like in the current market. Many older women want younger, more fashionable styles, but ones that also fit them, responding to the way their figures change.
Retailers are very aware of the potential of the grey pound, but they have found it difficult to get their offer right. This has been true even of M&S which has a loyal core of older shoppers. Their move towards higher quality, more luxurious items is a good one. Older women in general trade up in terms of quality, and are less attracted by fast fashion.
Professor Twiggs book, titled Fashion and Age: Dress, the Body and Later Life, is the first book to systematically explore the links between clothing and age, drawing on fashion theory and cultural gerontology to examine the changing ways in which age is imagined, experienced and understood in modern culture through the medium of dress. It will be published by Bloomsbury in July 2013.
Julia Twigg is Professor of Social Policy and Sociology at Kents School of Social Policy, Sociology and Social Research.
Story published at 11:43am 17 May 2013
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