A Lucrative Fashion Design Niche

By Candice Mancini
Fashion Design School Review Columnist

What do Susan Sarandon, Diane Keaton, and Julianne Moore have in common? Of course, they’re all movie stars. They’re also current Revlon models, paradigms of beauty and fashion, and all are over forty.

$1 Trillion Income: Room for Fashion

According to the U.S. Census Bureau, women over 40 boast a $1 trillion-plus yearly income. And research coordinated by Cotton Incorporated revealed that women over 55 spend $30 billion a year on fashion and apparel. For those just beginning or just finishing fashion school, this should capture attention. Fashion design for baby boomers is a lucrative business.

Fashion Design for Whom?

Whether you’re creating clothing, cosmetics, or accessories for this age bracket, it’s best not to market it toward “older” women. While “mature” is still safe, another name has been buzzing around: Zoomer. A Del Webb Corporation survey looking at the retiring baby boomers—which revealed that this group lived ‘younger’ lives than their female ancestors—coined this term.

This survey is rich in information for fashion schoolers seeking a fashion niche. For instance, a great many Zoomers live 30-plus years after retirement, and many continue working after retirement age. The survey also revealed that many Zoomers desire to dress fashionably.

Fashion Tips in this Area

Just because maturing women desire “younger” lifestyles, doesn’t mean the fashion of twenty-somethings will fit. Cosmetic leader Bobbi Brown has long recognized this. Ms. Brown is known for her emphasis on natural beauty and poise of self, or, more specifically, working with what you have.

As to fashion design in this age group, sensuality is not revealed by flashing skin. Instead, it can be exposed through:

• Sensual fabrics, such as silk, cashmere, and leather
• Simple, elegant patterns
• Lavish colors, such as chocolate brown, wine, and deep plum

Retailers like Talbot’s and Chico’s, as well as Ms. Brown, are models to study here. But there’s room yet for newbies in this segment of fashion design.

About the author

Candice Mancini is a writer and teacher with an unusual fashion sense that drives her to create her own clothing and recreate perfectly-good ready-made clothing. She has an M.A. in Education and a B.A. in English and history.

Source(s)

Fashion Trends 2006: Zoomers & Older Models Shades of Gray

Posted on August 13, 2007 at 05:14 PM