A company with a sensitivity to the needs of older women, Sigrid Olsen, is shutting its doors. This is part of a new trend that limits options for this segment of the buying public, according to a recent New York Times article. Other lines like Dana Buchman and Ellen Tracy are being downsized significantly, while specialty retailers such as J. Jill are closing stores. What’s going on here? Since the US population is aging, why are companies targeting older women closing shop?
Apparently the problem is caused both by producers and consumers. On the supply side, the older market is not as profitable as lines aimed to younger customers. Older women don’t buy as much. They often have a look they are comfortable with and don’t experiment as much with new styles. In addition, they don’t have as many occasions where special clothes are required. Financially the big bucks line with the young.
But older women have to assume some responsibility as well, as much as I would like to blame corporate capitalism for our problems. Apparently most of us don’t want clothes that are somehow easily tagged as “old.” That means that retailers who try to meet our needs get overlooked in favor of lines that span the generations. Some of us even insist on wearing clothes intended for teenagers in order to prove that we are still young-looking and fit.
Are we at an impasse? I continue to think that there is a big market for comfortable, elegant, and well-designed clothes for older women. But we need to make our needs known and use the power of the purse to support the brands and stores we love.
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