Fashion For Older People Is Also Fashionable. High Street Fashion Hits 50S.

When you walk through the shop window, you will find that the clothes are loose, the sleeves and the waist are just a big one, and the store's latest promotion is for the white haired old people.

Those elegant designs are not only exclusive to young people.

At this time, a person was carrying.

The bag and friends laughed and walked back and forth - the way of life of the young people is beginning to sweep through the 50s.

Don't belittle the elderly, they are also online shopping people.

High Street finally realized how big a gold market for women over the age of 50.

Just this month, data showed that their purchases amounted to 2 billion 700 million pounds, which accounted for 41% of total sales.

Overnight, the entire shopping street became a gray pound sea.

British retailers suddenly realized how valuable this age group is.

They began to guide these women, let their fingers slide over the fabric, and try to invite them to try them on in the dressing room instead of buying them online blindly.

This is a mess for retailers, but the rewards for winning these customers are enormous.

Bon Marche, middle aged and elderly in Britain

Famous brands now grow by 66% a year.

Even M&S, the largest multinational retail group in the UK, has started to gain from this age group.

59 year old Anne Lennox, 55 year old Emma Thompson, 55 year old Laurence and 61 year old Lin were hired as spokesmen.

Like Yamsin Le Bon, now 49 years old, she is now the spokesperson of the famous British brand Winser London.

Until then, the picky brand was only associated with young and lovely girls.

"Now, over 75% of women over the age of 60 are shopping as crazy as they were when they were young," says Julia Toki, Professor of fashion and age and professor of University of Kent. "Their more than 60 year old life is quite different from that of more than 40 years old.

"High street will not give a definite answer.

They must ensure that all clothes are not labeled with age.

Otherwise, someone will say, "that flower skirt is for the elderly," and sales will drop sharply.

"The group over 50 is not yet a new niche group, but the market needs to be forward-looking.

If they can have the same sense of fashion, action and alertness as their daughters, this will bring a considerable income. "

For example, before Jaeger's advertising shot, Tessa Codrington, the former fashion photographer, is now 70 years old and has been struggling in front of the Tessa camera.

But her supermodel daughter Akta Wheeler (Jacquetta Wheeler) looks confident.

The choice of the two models is quite clear: Although these things are for old women, fashion still wishes to be favored by her more than 30 year old daughter.

In fact, it has clearly communicated to customers, but gently avoid using the word "Lao".

Like this, there are many fashion brands from high street, such as Jaeger, who gave up their core customers in the first ten years of this century to pursue the popularity of young people.

"Too young, too fashionable, it's also a disaster," CEO Colin Henry admits.

"We must rethink."

The old people are on the stage of fashion, which also has an impact on the autumn and winter exhibitions.

They can now cut back on their expenses, return to the use of natural fabrics and enhance their air permeability, which is the favorite of the elderly.

For example, an ordinary gray jacket, wear-resistant fabric, 220 pounds enough.

But in order to embody fashion, designers also need to add various decorations on the cuffs and necklines.

This greatly increased the cost of clothes.

However, although quality has always been regarded as the primary consideration of mature women, professor also said that fancy decorations are equally effective for the elderly.

After the Second World War, the generation became richer. They went through 15 years of fast fashion, so they were willing to pay more attention to good things.

However, only a small number of brands such as JD Williams, Isme and Gray & Osbourn will be considered for the fashion sense of the elderly. This has also become the reason why the elderly women fall behind the fashion threshold.

They are only thinking about what the elderly should wear and how the elderly should wear, rather than what the elderly really want to wear.

JD Williams believes that contemporary fashions should be more suitable for mature women.

Their clothing is generally loose and waist circumference is large, and skirts and trousers are designed to be easier to go to the toilet.

It may add one or two hidden elastic threads to enhance flexibility and lift loose fat.

Add multiple folds on the waistline to cover your belly.

Fabric will choose a softer type to reduce stress on the body.

Compared with heavy black, neutral skin with similar skin has more vitality.

"For our customers, you have to make yourself look first."

Rachel Thornton, an upscale brand Gray & Osbourn, appealed to the elderly: "you can make an invisible person in life, become a dull victim, wear clothes that are not shaped, or you can enjoy your life."

This has become the pronoun of success.

It is seen everywhere in mail order catalogues, streets and shops, and is now sweeping across high streets.

Whistles, John Lewis, Damsel, Jigsaw and even H&M, the main H&M, have introduced clothes suitable for the elderly.

Nowadays, the elderly have more and more choices in fashion, and they have begun to consciously enhance their knowledge of fashion, become familiar with it and adapt themselves to fashion.

Perhaps one of the most convincing examples is the mutation of jeans.

Jeans are always the main hits of young people.

Now, designers are designing loose jeans that can stretch for the elderly.

For example, Isme's bottompants, Not Your Daughter high waist cowboy and so on.

Change is not just about brands.

Now, the elderly have begun to learn collocation skills from their daughters instead of imitating their mothers' knowledge of dressing.

"Our best selling shoes are a canvas flat shoe with very high attrition resistance, and the audience can be introduced from Peter Taylor, manager of Hotter shoes from 18 to 80 years old.

"Choose us not only for comfort, but also for fashion."

Most elderly people over the age of 50 are not very agile, but many people simply do not admit that their feet have changed.

"This is also one aspect we consider when designing.

We have done a lot of experiments to prove what shoes are suitable for different foot types.

For example, lining and insole, there are many changes.

Your feet need more space. "

He also explained that the old people are very different now. "To work for the elderly is only a part of the problem. It ignores the psychological effects of old age.

Aging seems not a good thing, but you can see its good side.

For example, you can have more time to choose clothes and entertainment ways that you like.