A Maturing Fashion Market
At Norma James we strive to understand the needs of our clientele by inviting feedback from customers. Acknowledging that some of our ladies are older and want age appropriate but stylish clothing.
Since putting Norma James online we have found our customers are spending more time browsing the web than ever before. But unlike younger markets, they are looking for high quality clothing that will last for years and not fade or fray.
Long gone are the days when maturing women wore twin sets and pearls with a blue rinse. Now the fashion industry, being so much more accessible though the internet can offer them a wide range of clothing suited to women of all age groups. Everything from casual loungewear to formal dresses and jumpsuits for special occasions can be bought online.
A recent Insight Report revealed that 18% of the UK population is over 65. And this older population is only set to grow. And this older population is getting increasingly aware of what the online world can give them. Currently 48% of this group shop online, up from a low 16% in 2008. We’ve also seen our customers love of social media increase over the last few years. A huge 70% of UK adults between the ages of 55 and 65 currently use Facebook and 61% of ages between 65 and 75.
So what can Norma James learn from our customers
Firstly customers feel undervalued in how clothes are marketed to them. They want to see models that are glamorous and stylish, yet older with more realistic figures. When buying collections we look at the shape and fitting of each design. Buying clothing that will help accentuate the good and conceal the bad.
At Norma James we strive to find clothes that suit our customers needs. One of our bestselling designers, Joseph Ribkoff, does this with ease. With over 50 years experience in the fashion industry the brand has mastered the perfect fit and styling for our audience.
Over the last twenty years, our customers have felt they have to change the way they dress. Our ladies are more discerning as they know what they like and look for high quality fabrics that look good and are sustainable.