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Fashion for the Over-55s - UK - November 2012

“A rapidly ageing population is not without its commercial opportunities but shopping must be made more enjoyable and easier for these consumers. Four in ten over-55s do not enjoy shopping for clothes in-store, highlighting that there are numerous obstacles that ruin the shopping experience for this age group. Retailers can win over these consumers with additional services to help those who are less mobile and have difficulty trying on clothes.”

– Tamara Sender, Senior Clothing Analyst

Some questions answered in this report include:

  • Is there a gap in the market for over-55s?
  • Where do over-55s shop?
  • What are the opportunities for the fashion industry created by the ageing population?
  • Has the use of older models in fashion made advertising more relevant to older consumers?
  • Are older consumers shopping for clothes online?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast value sales of over-55 clothing and footwear, 2007-17
            • Market factors
              • Style at any age
                • Clothes that last with panache
                  • Clothes purchases remain steady
                    • The financial situation of the over-55s
                      • Clothing low on the priority list
                        • Rapidly ageing population
                          • Life expectancy
                            • Figure 2: Life expectancy of 55 year olds, by gender, 2005-16
                          • Retirement delayed
                            • Figure 3: Proportion of UK adults leaving the labour market, by gender and age, April-June 2011
                          • Link between size and age
                            • Companies, brands and innovation
                              • Retail competitor analysis
                                • Who’s innovating?
                                  • The consumer
                                    • M&S is the retailer of choice for over-55s
                                      • Figure 4: Outlets where clothing has been purchased in the last 12 months, by age, September 2012
                                    • Over-65s feel uncatered for
                                      • Figure 5: Attitudes towards shopping for clothes, September 2012
                                    • Investing in quality
                                      • Over-55s are very brand-loyal
                                        • Figure 6: Agreement with statement ‘I prefer to buy from trusted retailers or brands’, by age, September 2012
                                      • Purchases tend to be needs-driven
                                        • Figure 7: Further attitudes towards shopping for clothes, by age, September 2012
                                      • Are older women buying for their partners?
                                        • What we think
                                        • Issues in the Market

                                            • Is there a gap in the market for over-55s?
                                              • Where do over-55s shop?
                                                • What are the opportunities for the fashion industry created by the ageing population?
                                                  • Has the use of older models in fashion made advertising more relevant to older consumers?
                                                    • Are older consumers shopping for clothes online?
                                                    • Trend Applications

                                                        • Trend: Experience is All
                                                          • Trend: Cam Cam
                                                            • Trend: Old Gold
                                                            • Market Drivers

                                                              • Key points
                                                                • Style at any age
                                                                  • Figure 8: Attitudes towards personal appearance, by gender and age, 2012
                                                                • Health-conscious
                                                                  • Figure 9: Statements on personal care, by gender and age, 2012
                                                                • Older women look after their appearance
                                                                  • Figure 10: Statements on personal appearance, by gender and age, 2012
                                                                • Clothes that last with panache
                                                                  • Figure 11: Statements on clothing, by age, 2012
                                                                • Clothes purchases remain steady
                                                                  • Figure 12: Purchasing of outerwear in the last 12 months, by age, 2012
                                                                  • Figure 13: Trends in purchasing outerwear in the last 12 months among over-55s, 2008-12
                                                                • The financial situation of the over-55s
                                                                  • Clothing low on the priority list
                                                                    • Rapidly ageing population
                                                                      • Figure 14: Trends in the structure of the UK population aged 55+, 2012 and 2017
                                                                    • Life expectancy
                                                                      • Figure 15: Life expectancy of 55 year olds, by gender, 2005-16
                                                                    • Retirement and pensions
                                                                      • Figure 16: Proportion of UK adults leaving the labour market, by gender and age, April-June 2011
                                                                    • Link between size and age
                                                                      • Figure 17: UK clothing sizes bought by women, by age, May 2012
                                                                      • Figure 18: UK clothing sizes bought by men, by age, May 2012
                                                                    • Consumer confidence
                                                                    • Strengths and Weaknesses in the Market

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • New fashion launches aimed at the older consumer
                                                                              • Celebrity endorsement for older brands
                                                                                • Older models have come back into fashion
                                                                                  • Silver Surfers
                                                                                    • Virtual fitting rooms
                                                                                      • Improving the store experience
                                                                                      • Competitive Context

                                                                                        • Key points
                                                                                          • Figure 19: Value sales of over-55 clothing and footwear, compared with all clothing and footwear, at current prices, 2007-12
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Over-55 fashion market worth £5.8 billion
                                                                                            • Figure 20: Over-55s estimated expenditure on clothing and footwear, 2007-17
                                                                                          • Forecast to 2017
                                                                                            • Figure 21: Best- and worst-case forecast value sales of over-55 clothing and footwear, 2007-17
                                                                                          • Factors used in the forecast
                                                                                          • Retail Competitor Analysis

                                                                                            • Key points
                                                                                                • Figure 22: Leading clothing retailers, 2010/11
                                                                                                • Figure 23: Leading department stores, 2010/11 and 2011/12
                                                                                                • Figure 24: Specialist plus, tall and petite clothing retailers and selected online and mail order operators, 2011/12
                                                                                            • Companies and Products

                                                                                              • Marks & Spencer
                                                                                                • Company overview
                                                                                                  • Retail offering
                                                                                                    • Product offer
                                                                                                      • Financial performance
                                                                                                        • Figure 25: Key financials for Marks & Spencer, 2011 and 2012
                                                                                                      • Advertising and promotion
                                                                                                        • House of Fraser
                                                                                                          • Company overview
                                                                                                            • Retail offering
                                                                                                              • Product offer
                                                                                                                • Financial performance
                                                                                                                  • Figure 26: Key financials for Highland Group Holdings, 2011 and 2012
                                                                                                                • John Lewis
                                                                                                                  • Company overview
                                                                                                                    • Retail offering
                                                                                                                      • Product offer
                                                                                                                        • Financial performance
                                                                                                                          • Figure 27: Key financials for John Lewis, 2011 and 2012
                                                                                                                        • Advertising and promotion
                                                                                                                          • Debenhams
                                                                                                                            • Company overview
                                                                                                                              • Retail offering
                                                                                                                                • Product offer
                                                                                                                                  • Financial performance
                                                                                                                                    • Figure 28: Key financials for Debenhams, 2011 and 2012
                                                                                                                                  • Advertising and promotion
                                                                                                                                    • Evans
                                                                                                                                      • Company overview
                                                                                                                                        • Retail offering
                                                                                                                                          • Product offer
                                                                                                                                            • Financial performance
                                                                                                                                              • Figure 29: Key financials for Arcadia Group Brands Limited, 2010 and 2011
                                                                                                                                            • Advertising and promotion
                                                                                                                                              • Cotton Traders
                                                                                                                                                • Company overview
                                                                                                                                                  • Retail offering
                                                                                                                                                    • Product offer
                                                                                                                                                      • Financial performance
                                                                                                                                                        • Figure 30: Key financials for Cotton Traders, 2010 and 2011
                                                                                                                                                      • Advertising and promotion
                                                                                                                                                        • N Brown
                                                                                                                                                          • Company overview
                                                                                                                                                            • Retail offering
                                                                                                                                                              • Product offer
                                                                                                                                                                • Financial performance
                                                                                                                                                                  • Figure 31: Key financials for N Brown plc, 2011 and 2012
                                                                                                                                                                • CC
                                                                                                                                                                  • Company overview
                                                                                                                                                                    • Retail offering
                                                                                                                                                                      • Product offer
                                                                                                                                                                        • Financial performance
                                                                                                                                                                          • Figure 32: Key financials for Country Casuals, 2010 and 2011
                                                                                                                                                                        • Advertising and promotion
                                                                                                                                                                        • Brand Promotion and Communication

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Adspend aimed at over-55s increases 32%
                                                                                                                                                                              • Figure 33: Main monitored advertising expenditure on fashion advertising, by company, 2008-12
                                                                                                                                                                            • Press is the main form of advertising
                                                                                                                                                                              • Figure 34: Main monitored advertising expenditure on fashion advertising, by media type, 2008-12
                                                                                                                                                                            • Internet browsing habits
                                                                                                                                                                              • Figure 35: Visitors to fashion websites – over-55s, August 2012
                                                                                                                                                                          • The Consumer – Demographic Overview

                                                                                                                                                                            • Key points
                                                                                                                                                                                • Figure 36: Demographic profile of over-55s, September 2012
                                                                                                                                                                              • Older people delay retirement
                                                                                                                                                                                • Spending power falls among over-65s
                                                                                                                                                                                  • Most 55-74s married, while over-75s more likely to be widowed
                                                                                                                                                                                  • The Consumer – Where They Shop

                                                                                                                                                                                    • Key points
                                                                                                                                                                                        • Figure 37: Outlets where clothing has been purchased in the last 12 months, September 2012
                                                                                                                                                                                      • M&S retailer of choice for over-55s
                                                                                                                                                                                        • Debenhams is favourite department store
                                                                                                                                                                                          • Northerners shop at Primark and Matalan
                                                                                                                                                                                            • Supermarket chains
                                                                                                                                                                                              • Next
                                                                                                                                                                                                • Retailers by age split
                                                                                                                                                                                                  • Figure 38: Outlets where clothing has been purchased in the last 12 months, by age, September 2012
                                                                                                                                                                                                • Retailers by gender
                                                                                                                                                                                                  • Figure 39: Outlets where clothing has been purchased in the last 12 months, by gender, September 2012
                                                                                                                                                                                                • Plus-size retailers and catalogues
                                                                                                                                                                                                  • Online shopping limited
                                                                                                                                                                                                  • The Consumer – Attitudes Towards Shopping for Clothes

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                        • Figure 40: Attitudes towards shopping for clothes, September 2012
                                                                                                                                                                                                      • Loyalty to a brand/retailer
                                                                                                                                                                                                        • Figure 41: Agreement with statement ‘I prefer to buy from trusted retailers or brands’, by age, September 2012
                                                                                                                                                                                                      • Investing in quality
                                                                                                                                                                                                        • Over-65s feel uncatered for
                                                                                                                                                                                                          • Figure 42: Agreement with statement ‘There are very few clothes stores that cater for my age’, by age, September 2012
                                                                                                                                                                                                        • Shopping enjoyment
                                                                                                                                                                                                          • Seven in ten don’t enjoy shopping online
                                                                                                                                                                                                          • The Consumer – Further Attitudes Towards Shopping for Clothes

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                • Figure 43: Further attitudes towards shopping for clothes, by gender, September 2012
                                                                                                                                                                                                                • Figure 44: Further attitudes towards shopping for clothes, by age, September 2012
                                                                                                                                                                                                              • Over-55s are motivated by need rather than impulse
                                                                                                                                                                                                                • Seasonal shoppers
                                                                                                                                                                                                                  • Sales buying
                                                                                                                                                                                                                    • Are older women buying for their partners?
                                                                                                                                                                                                                    • The Consumer – Target Groups

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                          • Figure 45: Marketing targets for over-55s, September 2012
                                                                                                                                                                                                                        • Dissatisfied Shoppers (29%)
                                                                                                                                                                                                                          • Replacement Driven (27%)
                                                                                                                                                                                                                            • Keen Shoppers (24%)
                                                                                                                                                                                                                              • Value Driven (19%)
                                                                                                                                                                                                                              • Appendix – Market Drivers

                                                                                                                                                                                                                                  • Figure 46: Trends in attitudes towards personal appearance among over-55s, 2008-12
                                                                                                                                                                                                                                  • Figure 47: Life expectancy of 55 year olds, by gender, 2005-16
                                                                                                                                                                                                                                  • Figure 48: Working status, by age and gender, 2012
                                                                                                                                                                                                                                  • Figure 49: Forecast growth of the UK population, by socio-economic group, 2007-17
                                                                                                                                                                                                                                  • Figure 50: Frequency of making a purchase online, by gender and age, 2012
                                                                                                                                                                                                                                  • Figure 51: Methods of accessing the internet – over-45s, by age, April 2012
                                                                                                                                                                                                                                  • Figure 52: GDP, PDI, consumer expenditure and savings, 2007-17
                                                                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                  • Figure 53: Best- and worst-case forecast value sales of over-55 clothing and footwear, 2012-17
                                                                                                                                                                                                                              • Appendix – The Consumer – Where They Shop

                                                                                                                                                                                                                                  • Figure 54: Most popular outlets where clothing has been purchased in the last 12 months, by demographics, September 2012
                                                                                                                                                                                                                                  • Figure 55: Next most popular outlets where clothing has been purchased in the last 12 months, by demographics, September 2012
                                                                                                                                                                                                                              • Appendix – The Consumer – Attitudes Towards Shopping for Clothes

                                                                                                                                                                                                                                  • Figure 56: Agreement with the statements ‘I prefer to buy from trusted retailers or brands’ and ‘It is better to buy good quality clothes that last for years’, by demographics, September 2012
                                                                                                                                                                                                                                  • Figure 57: Agreement with the statements ‘I enjoy shopping for clothes in-store’ and ‘Value for money is more important to me than quality when buying clothes’, by demographics, September 2012
                                                                                                                                                                                                                                  • Figure 58: Agreement with the statements ‘There are very few clothes stores that cater for my age group’ and ‘I prefer brands that have a unique offering’, by demographics, September 2012
                                                                                                                                                                                                                                  • Figure 59: Agreement with the statements ‘It's difficult to find fashionable clothes for my age’ and ‘I enjoy shopping for clothes online’, by demographics, September 2012
                                                                                                                                                                                                                              • Appendix – The Consumer – Further Attitudes Towards Shopping for Clothes

                                                                                                                                                                                                                                  • Figure 60: Further attitudes towards shopping for clothes, by demographics, September 2012
                                                                                                                                                                                                                              • Appendix – Target Groups

                                                                                                                                                                                                                                  • Figure 61: Target groups, by demographics, September 2012
                                                                                                                                                                                                                                  • Figure 62: Repertoire of outlets where clothing has been purchased in the last 12 months, by demographics, September 2012

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • Arcadia Group
                                                                                                                                                                                                                              • Austin Reed Group Ltd (Retail)
                                                                                                                                                                                                                              • Ben Sherman
                                                                                                                                                                                                                              • Betty Jackson Ltd
                                                                                                                                                                                                                              • Burton old
                                                                                                                                                                                                                              • Converse, Inc
                                                                                                                                                                                                                              • Cotton Traders Ltd
                                                                                                                                                                                                                              • Country Casuals Ltd
                                                                                                                                                                                                                              • Debenhams (UK and Republic of Ireland)
                                                                                                                                                                                                                              • Diesel
                                                                                                                                                                                                                              • Dorothy Perkins old
                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                              • Fenn Wright & Manson Ltd
                                                                                                                                                                                                                              • Figleaves Global Trading Ltd
                                                                                                                                                                                                                              • Fred Perry Ltd
                                                                                                                                                                                                                              • Hackett Group
                                                                                                                                                                                                                              • House of Fraser Plc
                                                                                                                                                                                                                              • Jasper Conran
                                                                                                                                                                                                                              • John Lewis Partnership
                                                                                                                                                                                                                              • John Rocha
                                                                                                                                                                                                                              • Joules
                                                                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                                                                              • Miss Selfridge
                                                                                                                                                                                                                              • N Brown Group Plc
                                                                                                                                                                                                                              • OXFAM
                                                                                                                                                                                                                              • Phase Eight Ltd
                                                                                                                                                                                                                              • Ralph Lauren Ltd
                                                                                                                                                                                                                              • Reiss Ltd
                                                                                                                                                                                                                              • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                                              • Ted Baker
                                                                                                                                                                                                                              • Topman old
                                                                                                                                                                                                                              • Topshop old
                                                                                                                                                                                                                              • Waitrose
                                                                                                                                                                                                                              • Wallis old
                                                                                                                                                                                                                              • White Stuff Ltd

                                                                                                                                                                                                                              Fashion for the Over-55s - UK - November 2012

                                                                                                                                                                                                                              £1,995.00 (Excl.Tax)