Is the Fashion Industry Ageist?

Yet women over the age of 50 lead the way with a generous disposable income and time to spend on themselves. They have also been driving growth in the industry, spending £6.7 billion on clothing.  So why is this ripe market sector often ignored?

While the high street has a long way to go with this demographic two news stories broke this week relating to the issue:

BHS, the Arcadia-owned department store, is launching a new fashion collection aimed at a style-conscious older customer, the range hopes to appeal to a 40-plus shopper who is looking for fashion while on a budget.

“We are going to provide aspirational clothing that’s good quality and good value, while aiming to keep prices low and improve quality and fashionability,” said Sir Philip Green in a press statement.

The collection features easy-to-wear pieces with an emphasis on casualwear. There are faux shearling gilets, long-line biker jackets, suede-front leggings, boho smock tops inspired by Isabel Marant and a pair of Yves Saint Laurent-style Chelsea boots embellished with a silver chain.

BHS’s womenswear director Sara Bradley said: “Our biggest challenge is changing the perception around BHS womenswear clothing. Home and lighting is a forte of the business and we want to get the rest of the brand up to that level.”  

Meanwhile Nottingham Trent University have launched a new fashion scholarship, courtesy of David Nieper, to challenge over 200 second-year fashion students to design and promote fashion for women over 50.

Instead of ignoring women of a certain age, the aim of the David Nieper scholarship is to encourage up-and-coming fashion students to design for and think about the needs of women looking for flattering, timeless British style and elegance. The scholarship will also pass on specialist knowledge and skills to the students taking part.

David Nieper’s senior designer, Elizabeth Edwards, said: “Women, especially our customers, not only want stylish clothes that look great, but garments that fit well and make them feel great too. Whilst fashion is more about attitude than age, it is important to think about details such as longer sleeves, flattering necklines, colour and fabric choice.

“The top scholarship entries will need to pay real attention to detail in terms of cut and fit, so that their designs are not just elegant and comfortable to wear, but also bring confidence to the customer.”

As part of the scholarship, NTU students across three courses, including Fashion Design, Knitwear Design and Fashion Communication and Promotion will compete in a week-long intensive fashion challenge focusing on classic British style.

Designer Sarah Allen at David Nieper design studio

Competition finalists will spend a day behind the scenes at David Nieper, to tour the factory and present their designs to a panel of judges, including David Nieper’s own customers and staff.

The winning student from each degree course will be awarded £1,000, with the overall winner receiving an additional £2,000 – bringing the total to £5,000 of prize money to be awarded.

In addition, scholarship finalists will be given a budget of £500 to put on a fashion show at NTU in November 2014, where the competition winners will be revealed.  The winning students will also be invited to carry out work experience at David Nieper, to gain hands-on experience from the highly experienced staff.

Taking an alternative standpoint, Jean Woods, one of the ‘Fabulous Fashionista’s’ featured in the Channel 4 documentary about stylish women over 60 says that it’s not the industry that is ageist but women’s lack of confidence to experiment and try out new things. She says: “It’s all there for older people you just need the courage to try everything on and dress for yourself.”