A Sneak Preview...

Editor’s Note

Times have changed. The UK consumer has less money to spend and in the retail world, times are hard.

However, there is one consumer who can afford to treat herself. She is sitting on a property of substantial value and Mintel suggests that the weekly average expenditure of over 45’s has risen from £415 in 2000 to £476 in 2005.

This demonstrates a 14.7% increase that is likely to increase further in the future. (Mintel, Fashion for the Over 45’s. November 2006) Over 45’s are encouraged to spend because the temptation to save has become less and less appealing with the drop in interest rates.

She is the mature woman*.

The previous strains on her disposable income such as supporting her children and feeding a family are disappearing and she now has more time and cash for herself.

Unlike her preceding generations this mature woman has different demands and has presented retailers with a problem. Having witnessed the fashion revolution of the 1960’s she experienced the zeitgeist in-store: creativity, theatre and innovation. Alongside this the boutiques offered relevant, trend-led clothes and impeccable service.

This consumer is a modern woman, she knows what she wants and isn’t afraid to go out and find it.

Frustrated by actions (or in some cases, a lack of action) taken by the brands who were supposed to serve her market well, she began to look elsewhere. The mature woman discovered the likes of Zara, H&M and Gap; often foregoing high quality service and garments in order to seek out the clothes and styles that she desires.

Insight offers brands a chance to regain this consumer’s interest and trust. It features the perspectives of various women across the UK covering topics such as the shopping experience and their own sense of style. Alongside this, interviews with industry professionals will offer invaluable advice regarding retail, design, merchandising and promotion.

This isn’t about finding a quick fix; but really thinking about the whole brand experience on offer – choosing the best designs, displays and directions for your consumer.

The customer is always right – all you have to do is ask!

Emily Trimmer – Creative Director of Insight.

*Throughout this report the term ‘mature woman’ will refer to female consumers living in the UK and aged between 45 and 65; and socio-economically classified as ABC1.