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Fashion for the Over-55s - UK - October 2011

“As the UK is getting older, the over-55s are becoming an increasingly powerful demographic, hence, understanding their attitudes and responding to their needs will be key to unlocking their sizeable value in the fashion industry. Many over-55s are hungry for more stylish fashion options for their age group. It is no longer commercially acceptable to ignore this growing customer base, which has traditionally been underserved by fashion retailers.”

– Emma Clifford, Fashion and Clothing Analyst

Some questions answered in the report include:

  • How do over-55s feel about the clothes shopping experience?
  • How can retailers encourage higher levels of expenditure from older consumers?
  • What do over-55s look for when choosing new garments?
  • Has there been any improvement to the fashion offering to older consumers?
  • Is the way that over-55s dress changing?
  • Where do over-55s like to shop and why?

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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 clothing and footwear to over-55s, 2006-16
            • Market factors
              • Ageing population
                • Figure 2: Trends in the age structure of the UK population, 2006-16
              • Britons are retiring later
                • Over-55s reap financial rewards
                  • Engagement in fashion declines with age
                    • Waistlines expand with age
                      • The consumer
                        • Over-55s are seasonal shoppers
                          • Figure 3: Frequency of buying clothes, February 2011
                        • Fashion styles and preferences mature with age
                          • Quality is a major selling point
                            • Replacement is the main driver of sales
                              • Over-55s are neglected by the fashion market
                                • Figure 4: Attitudes towards buying clothes, by age group, February 2011
                              • Age reflects in shopping behaviour
                                • Figure 5: Outlets where clothing has been purchased in the last 12 months, August 2011
                              • Marks & Spencer excels on quality
                                • Figure 6: Reasons why over-55 consumers shop for clothes at Marks & Spencer, August 2011
                              • Value and convenience attract shoppers to supermarkets
                                • Low cost clothing is a double-edged sword
                                  • Figure 7: Top 15 least preferred outlets to purchase clothes at stores, by age group, August 2011
                                • Limited appeal of mid-market fashion outlets
                                  • Figure 8: Reasons why consumers do not shop for clothes at River Island and Topshop/Topman, August 2011
                                • What we think
                                • Issues in the Market

                                    • How do over-55s feel about the clothes shopping experience?
                                      • How can retailers encourage higher levels of expenditure from older consumers?
                                        • What do over-55s look for when choosing new garments?
                                          • Has there been any improvement to the fashion offering to older consumers?
                                            • Is the way that over-55s dress changing?
                                              • Where do over-55s like to shop and why?
                                              • Future Opportunities

                                                  • Trend: Agelessness
                                                    • Trend: Extend my brand
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Comfort and looking well-dressed are the top priorities
                                                          • Figure 9: Trends in attitudes towards personal appearance among over-55s, 2011
                                                        • Enjoyment and spending declines with age
                                                          • Being fit and active is the main aim
                                                            • Figure 10: Statements on personal care, by age groups, 2011
                                                          • Personal appearance is important
                                                            • Figure 11: Statements on personal appearance, by age group, 2011
                                                          • Age influences clothes size
                                                            • Figure 12: UK clothing sizes bought by women, by age, April 2011
                                                          • Four in ten over-55 men are plus-size
                                                            • Figure 13: UK clothing sizes bought by men, by age, April 2011
                                                          • Over-55s becoming more technology- and internet-savvy
                                                            • Figure 14: Frequency of making a purchase online, by demographics, 2010
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Shifting age structure
                                                              • Figure 15: Trends in the age structure of the UK population, 2006-11 and 2011-16
                                                              • Figure 16: Trends in the over-55 age structure of the UK population, 2006-20
                                                            • Life expectancy climbs
                                                              • Figure 17: Life expectancy of 55-year-olds, 2004-15
                                                            • Retirement age edges up
                                                              • Figure 18: working status, by age and gender, 2011
                                                            • ABs to boost clothing sales
                                                              • Figure 19: Forecast growth of the UK population, by socio-economic group, 2006-11 and 2011-16
                                                            • Tough trading conditions but light at the end of the tunnel
                                                              • Figure 20: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                                            • Turbulence in the eurozone and the UK economic recovery stagnates
                                                              • Figure 21: Trends in GDP quarterly percentage change, Q1 2004-Q2 2011
                                                            • Consumer confidence remains in deep negative territory
                                                              • Figure 22: Trends in consumer confidence, January 2008-September 2011
                                                            • Clothing inflation accelerates
                                                              • Figure 23: Inflation in clothing and footwear, January 2006-August 2011
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Retailers target the more mature shopper
                                                                    • Shift towards older models
                                                                      • Media aimed at older consumers
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Solid growth of 10% between 2006 and 2011
                                                                            • Figure 24: Value sales of over-55 clothing and footwear, compared with all clothing and footwear, at current prices, 2006-11
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Value of over-55 clothing and footwear market reaches £5.7 million
                                                                              • Figure 25: Over-55s’ estimated expenditure on clothing and footwear, 2006-11
                                                                            • The future
                                                                              • Impressive growth of the over-55 fashion market
                                                                                • Figure 26: Best and worst case forecast value sales of over-55 clothing and footwear, 2006-16
                                                                              • Factors used in the forecast
                                                                              • Retail Competitor Analysis

                                                                                • Key points
                                                                                  • Figure 27: Leading clothing retailers, 2009/10
                                                                                  • Figure 28: Leading department stores, 2009/10
                                                                                  • Figure 29: Specialist plus, tall and petite clothing retailers and selected mail order operators, 2009/10
                                                                              • Companies and Products

                                                                                • N Brown
                                                                                    • Figure 30: Key financials for N Brown PLC, 2010-11
                                                                                  • CC
                                                                                      • Figure 31: Key financials for Country Casuals Limited, 2009-10 
                                                                                    • Bonmarché
                                                                                        • Figure 32: Key financials of Bonmarché, 2009-10
                                                                                      • Cotton Traders
                                                                                          • Figure 33: Key financials of Cotton Traders Limited, 2009-10
                                                                                        • House of Fraser
                                                                                            • Figure 34: Key financials of House of Fraser, 2010-11
                                                                                          • Evans
                                                                                              • Figure 35: Key financials of Arcadia Group Brands Limited, 2009-10
                                                                                            • Debenhams
                                                                                                • Figure 36: Key financials of Debenhams PLC, 2009-10
                                                                                              • Marks & Spencer
                                                                                                  • Figure 37: Key Financials for M&S, 2010-11
                                                                                                • John Lewis
                                                                                                    • Figure 38: Key financials for John Lewis, 2010-11
                                                                                                • The Consumer – Over-55s Clothes Buying Behaviour

                                                                                                  • Key points
                                                                                                    • Making clothing last
                                                                                                      • Figure 39: Statements on clothing, by age groups, 2011
                                                                                                    • Practical, personal and elegant
                                                                                                      • Minimal demand for young styles
                                                                                                          • Figure 40: Over-55s’ statements on clothing, by gender, 2011
                                                                                                        • The rising popularity of jeans
                                                                                                          • Disinterest in designer clothing
                                                                                                              • Figure 41: Trends in statements on clothing among over-55s, 2006-11
                                                                                                          • The Consumer –Clothes Bought by Over-55s

                                                                                                            • Key points
                                                                                                              • Over-55s are more reluctant shoppers
                                                                                                                • Figure 42: Purchasing of outwear in the last 12 months, by age and gender, 2011
                                                                                                              • Casual attire shows the greatest age divide
                                                                                                                • Marginal rise in menswear and womenswear purchases
                                                                                                                  • Figure 43: Trends in purchasing outerwear in the last 12 months among over-55s, 2008-11
                                                                                                                • Tops are the main buys for women whilst men prefer the basics
                                                                                                                  • Figure 44: Purchasing of womenswear, by female over-55s in the last 12 months, 2011
                                                                                                                  • Figure 45: Purchasing of menswear, by male over-55s in the last 12 months, 2011
                                                                                                              • The Consumer – How Often Over-55s Buy Clothes

                                                                                                                • Key points
                                                                                                                  • Over-55s are seasonal shoppers
                                                                                                                    • Figure 46: Women’s frequency of buying clothes, by age group, February 2011
                                                                                                                  • Three in ten men rarely buy clothes
                                                                                                                    • Figure 47: Men’s frequency of buying clothes, by age group, February 2011
                                                                                                                • The Consumer – Over-55s’ Attitudes Towards Clothing Styles Worn

                                                                                                                  • Key points
                                                                                                                      • Figure 48: Attitudes towards clothing styles worn, by age group, February 2011
                                                                                                                    • Women’s fashion styles mature with age
                                                                                                                      • Age influences men’s fashion choices
                                                                                                                        • Figure 49: Attitudes towards clothing worn, February 2011
                                                                                                                    • The Consumer – Over-55s’ Attitudes Towards Shopping for Clothes

                                                                                                                      • Key points
                                                                                                                          • Figure 50: Attitudes towards buying clothes, by age group, February 2011
                                                                                                                        • Ageism in advertising?
                                                                                                                          • Older consumers feel overlooked by fashion retailers
                                                                                                                            • Enjoyment in shopping declines with age
                                                                                                                                • Figure 51: Attitudes towards buying clothes, by age group, February 2011
                                                                                                                              • Over-55 men mainly buy for replacement
                                                                                                                                • Over-55 women struggle with their size
                                                                                                                                  • More over-55s are opting for quality over quantity
                                                                                                                                    • Store loyalty is lower among over-55s
                                                                                                                                    • The Consumer – Where Over-55s Buy Clothes

                                                                                                                                      • Key points
                                                                                                                                          • Figure 52: Outlets where clothing has been purchased in the last 12 months, August 2011
                                                                                                                                        • M&S is the top choice for over-55s
                                                                                                                                          • Asda versus Tesco
                                                                                                                                            • Matalan is the most popular value retailer
                                                                                                                                              • A quarter shop at Debenhams
                                                                                                                                                • Mid-market fashion retailers hold minimal appeal
                                                                                                                                                • The Consumer – Reasons Why Over-55s are Attracted to Certain Stores

                                                                                                                                                  • Key points
                                                                                                                                                    • M&S triumphs on quality
                                                                                                                                                      • Figure 53: Reasons why over-55 consumers shop for clothes at M&S, August 2011
                                                                                                                                                    • Value and convenience attract shoppers to supermarkets
                                                                                                                                                      • Figure 54: Reasons why over-55 consumers shop for clothes at Asda and Tesco, August 2011
                                                                                                                                                    • Matalan and Primark provide value and choice
                                                                                                                                                      • Figure 55: Reasons why over-55 consumers shop for clothes at Matalan and Primark, August 2011
                                                                                                                                                    • Debenhams’ wide selection of clothing draws in over-55s
                                                                                                                                                      • Figure 56: Reasons why over-55 consumers shop for clothes at Debenhams, August 2011
                                                                                                                                                    • Shopping environment and staff
                                                                                                                                                      • Figure 57: Over-55s who shop at certain stores because the shopping environment is pleasant and because the staff are friendly and helpful
                                                                                                                                                  • The Consumer – Where Over-55s Prefer Not to Buy Clothes

                                                                                                                                                    • Key points
                                                                                                                                                        • Figure 58: Top 15 least preferred outlets to purchase clothes from, by age group, August 2011
                                                                                                                                                      • Primark falls down on quality
                                                                                                                                                        • Figure 59: Reasons why consumers do not shop for clothes at Primark, August 2011
                                                                                                                                                      • TK Maxx can enhance its in-store environment
                                                                                                                                                        • Figure 60: Reasons why consumers do not shop for clothes at TK Maxx, August 2011
                                                                                                                                                      • Quality is the main issue at Matalan and Peacocks
                                                                                                                                                        • Figure 61: Reasons why consumers do not shop at Matalan and Peacocks, August 2011
                                                                                                                                                      • Quality deters from Tesco clothing
                                                                                                                                                        • Figure 62: Reasons why consumers do not shop at Tesco, August 2011
                                                                                                                                                      • Youth-orientated mid-market fashion outlets overlook over-55s
                                                                                                                                                        • Figure 63: Reasons why consumers do not shop at River Island and Topshop/Topman, August 2011
                                                                                                                                                      • Department stores over-priced?
                                                                                                                                                        • Figure 64: Reasons why consumers do not shop at House of Fraser and John Lewis, August 2011
                                                                                                                                                      • Comparison of quality
                                                                                                                                                        • Figure 65: Over-55 consumers who do not shop at certain retailers because the quality is not high enough
                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                        • Figure 66: Trends in statements on personal care among over-55s, 2004-11
                                                                                                                                                        • Figure 67: Trends in statements on personal appearance among over-55s, 2004-11
                                                                                                                                                        • Figure 68: Statements on personal appearance among over-55s, by demographics, 2011
                                                                                                                                                        • Figure 69: Statements on personal appearance among over-55s, by demographics, 2011
                                                                                                                                                        • Figure 70: Statements on personal appearance among over-55s, by demographics, 2011
                                                                                                                                                        • Figure 71: Statements on personal care among over-55s, by demographics, 2011
                                                                                                                                                    • Appendix – The Consumer – Clothes Buying Behaviour

                                                                                                                                                        • Figure 72: Trends in statements on clothing among over-55s, 2004-11
                                                                                                                                                    • Appendix – The Consumer – What Clothes are Bought?

                                                                                                                                                        • Figure 73: Trends in purchasing outerwear in the last 12 months among over-55s, 2008-11
                                                                                                                                                        • Figure 74: Purchasing of outwear in the last 12 months, by age and gender, 2011
                                                                                                                                                    • Appendix – The Consumer – Where Over-55s Buy Clothes

                                                                                                                                                        • Figure 75: Outlets where clothing has been purchased in the last 12 months, August 2011
                                                                                                                                                        • Figure 76: Main outlets where clothing is purchased, August 2011
                                                                                                                                                        • Figure 77: Most popular outlets where clothing has been purchased in the last 12 months, by demographics, August 2011
                                                                                                                                                        • Figure 78: Next most popular outlets where clothing has been purchased in the last 12 months, by demographics, August 2011
                                                                                                                                                        • Figure 79: Other outlets where clothing has been purchased in the last 12 months, by demographics, August 2011
                                                                                                                                                        • Figure 80: Outlets where clothing has been purchased in the last 12 months, by demographics, August 2011
                                                                                                                                                        • Figure 81: Most popular main outlets where clothing is purchased, by demographics, August 2011
                                                                                                                                                        • Figure 82: Next most popular main outlets where clothing is purchased, by demographics, August 2011
                                                                                                                                                    • Appendix – The Consumer – Reasons Why Over-55s are Attracted to Certain Stores

                                                                                                                                                        • Figure 83: Reasons why consumers shop for clothes at Marks & Spencer, by demographics, August 2011
                                                                                                                                                        • Figure 84: Reasons why consumers shop for clothes at Marks & Spencer, by demographics, August 2011
                                                                                                                                                        • Figure 85: Reasons why consumers shop for clothes at Primark, by demographics, August 2011
                                                                                                                                                        • Figure 86: Reasons why consumers shop for clothes at Next, by demographics, August 2011
                                                                                                                                                        • Figure 87: Reasons why consumers shop for clothes at Asda, by demographics, August 2011
                                                                                                                                                        • Figure 88: Reasons why consumers shop for clothes at Tesco, by demographics, August 2011
                                                                                                                                                        • Figure 89: Reasons why consumers shop for clothes at Debenhams, by demographics, August 2011
                                                                                                                                                        • Figure 90: Reasons why consumers shop for clothes at Matalan, by demographics, August 2011
                                                                                                                                                        • Figure 91: Reasons why consumers shop for clothes at New Look, by demographics, August 2011
                                                                                                                                                        • Figure 92: Reasons why consumers shop for clothes at H&M, by demographics, August 2011
                                                                                                                                                        • Figure 93: Reasons why consumers shop for clothes at TK Maxx, by demographics, August 2011
                                                                                                                                                    • Appendix – The Consumer – Where Over-55s Prefer Not to Buy Clothes

                                                                                                                                                        • Figure 94: Least preferred outlets to purchase clothes at, by demographics, August 2011
                                                                                                                                                        • Figure 95: Further non-preferred outlets to purchase clothes at, by demographics, August 2011
                                                                                                                                                        • Figure 96: Other least preferred outlets to purchase clothes at, by demographics, August 2011
                                                                                                                                                        • Figure 97: Least popular least preferred outlets to purchase clothes at, by demographics, August 2011
                                                                                                                                                        • Figure 98: Other non-preferred outlets to purchase clothes at, by demographics, August 2011
                                                                                                                                                        • Figure 99: Other non-preferred outlets to purchase clothes at stores, by demographics, August 2011
                                                                                                                                                        • Figure 100: Reasons why consumers do not shop for clothes at Evans, by demographics, August 2011
                                                                                                                                                        • Figure 101: Reasons why consumers do not shop for clothes at Primark, by demographics, August 2011
                                                                                                                                                        • Figure 102: Reasons why consumers do not shop for clothes at TK Maxx, by demographics, August 2011
                                                                                                                                                        • Figure 103: Reasons why consumers do not shop for clothes at Dorothy Perkins, by demographics, August 2011
                                                                                                                                                        • Figure 104: Reasons why consumers do not shop for clothes at CC (formerly Country Casuals), by demographics, August 2011
                                                                                                                                                        • Figure 105: Reasons why consumers do not shop for clothes at House of Fraser, by demographics, August 2011
                                                                                                                                                        • Figure 106: Reasons why consumers do not shop for clothes at Peacocks, by demographics, August 2011
                                                                                                                                                        • Figure 107: Reasons why consumers do not shop for clothes at Matalan, by demographics, August 2011
                                                                                                                                                        • Figure 108: Reasons why consumers do not shop for clothes at John Lewis, by demographics, August 2011
                                                                                                                                                        • Figure 109: Reasons why consumers do not shop for clothes at River Island, by demographics, August 2011
                                                                                                                                                        • Figure 110: Reasons why consumers do not shop for clothes at Topshop/Topman, by demographics, August 2011
                                                                                                                                                        • Figure 111: Reasons why consumers do not shop for clothes at Tesco, by demographics, August 2011
                                                                                                                                                        • Figure 112: Reasons why consumers do not shop for clothes at Wallis, by demographics, August 2011
                                                                                                                                                        • Figure 113: Reasons why consumers do not shop for clothes at Asda, by demographics, August 2011

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Adidas
                                                                                                                                                    • Arcadia Group
                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                    • Austin Reed Group Ltd (Retail)
                                                                                                                                                    • Ben Sherman
                                                                                                                                                    • Betty Jackson Ltd
                                                                                                                                                    • Bonmarché
                                                                                                                                                    • Burton
                                                                                                                                                    • Cotton Traders Ltd
                                                                                                                                                    • Country Casuals Ltd
                                                                                                                                                    • Debenhams Total (GTV)
                                                                                                                                                    • Diesel
                                                                                                                                                    • Dorothy Perkins
                                                                                                                                                    • Dune Group
                                                                                                                                                    • Evans
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • Fenn Wright & Manson Ltd
                                                                                                                                                    • House of Fraser Plc
                                                                                                                                                    • John Lewis Partnership
                                                                                                                                                    • John Rocha
                                                                                                                                                    • Joules
                                                                                                                                                    • Lonsdale
                                                                                                                                                    • Marks & Spencer
                                                                                                                                                    • Mulberry Group
                                                                                                                                                    • N Brown Group Plc
                                                                                                                                                    • Nike
                                                                                                                                                    • Peacock Group
                                                                                                                                                    • Topshop
                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                    • Waitrose Ltd

                                                                                                                                                    Fashion for the Over-55s - UK - October 2011

                                                                                                                                                    £1,750.00 (Excl.Tax)