After all the fuss about M & S this week, how to cater for the older women fashion wise, seems to be front of everyone’s mind – and about time too! As we have said before (and no doubt will say again – many times) one of the things retailers do wrong when addressing the older consumer, is to lump them all together in a 40 plus generic group.
Like tweens, teens and twenty somethings, there are many different customer profiles and age segmentations in the 40 plus market, and until this ‘one size fits all’ approach stops, they are never going to figure us older women out.
While discussing how we thought M & S could improve their clothing ranges, Amanda said “why don’t you put a fantasy range together”. So I started to pull some thoughts and images together as to what direction I thought they should go in and it dawned on me – sod it. Let M & S sort it out, I’m going to create a Womens Room fantasy range – as we know exactly what customer profile we want to appeal to.
So welcome to The Womens Room (fantasy) shop, created specially for stylish 40 plus woman.
We start with our style icons who are aspirational but real – the kind of women we admire, hard working, talented, creative and stylish. Imagine them in our advertising campaign and in-store graphics.
We would also have an amazing online presence (obvs) with a whole section devoted to streetstyle – just like Amanda’s great images from Italy. We also would hope to feature some amazing women from the UK, wearing The Womens Room of course!
Our transitional collection for next Autumn/Winter (due to hit in Sept – not July like other retailers) would feature black, white and pops of neon.
Prints would be polka dots and geometrics, in easy to wear Equipment style shirt shapes, slim fit trousers and knee length pencil skirts. Classic black tailoring features easy to wear body skimming (not fitted) dresses and softly tailored masculine inspired jackets. Add classic men’s style brogues, kitten heels and bright neon bags to accessorise!
Casualwear is easy and menswear inspired, featuring dark wash, skinny and baggy jeans, soft easy to wear chinos, teamed with classic white shirts and Breton tops. Add white Converse, loafers and an Ally Capellino bag to complete the look. Think Margaret Howell meets Toast in Milan.
We hope you like it.
Look out for ideas for store design and the next collection, due to hit end Sept – in our dreams!