A Sea of Change for the Fashion Industry

  

The high street and online shopping world is currently drowning in fast fashion aimed at young consumers and why wouldn’t it be? This demographic is fashion conscious and loves on-trend apparel at low prices. According to a Mintel Womenswear report (2016) “Young women drive fashion purchasing; 63% of 16-24-year-olds have bought outerwear within the last three months and almost half (48%) have bought footwear and this consumer is more likely to prioritise low prices.”

These types of stats are what drives fast fashion retailers such as H&M, New Look and Topshop to aim their collections, advertising campaigns and promotions at a younger generation.

But what about the mature shopper? Don’t they deserve on-trend, stylish clothing and to be included in the world of fashion?

My final major project at university consisted of creating a timeless knitwear collection for the over 50’s women for a middle market high-street retailer. This decision was made due to an increased gap in the market that needed to be addressed.

Research brought to my attention the limited offerings there is for the fashion conscious mature consumer. Marks and Spencer, Hobbs, Jigsaw and Jaeger are all brands targeting an older market but somehow their collections were aging and boring. This growing demographic has the potential to be a profitable alternative to the price-driven and less brand-loyal youth and somehow this opportunity was being missed by many popular high-street retailers.

“The over-55s is set to be the fastest growing demographic over the next five years, driving spending among older women represents an opportunity for womenswear. The research finds more stylish clothing for their age and greater availability of clothes in larger sizes as key issues older women would like to see resolved.” (Mintel, 2016)

Since carrying out this research, I have noted a sea of change happening within the fashion industry, after many years of signing teenagers to promote their wares, brands are catching on that customers with money to spend – older women – want to see models with life experience in campaigns and editorials.

The latest crop of fashion weeks saw designers Dries Van Noten and Simone Rocha casting older models to walk their shows. This past season designers have made a distinct effort to be more diverse in their casting, using more non-white models, as well as older and non-professional models. Jan de Villeneuve, 72 who was photographed for the cover of The Telegraph’s Stella magazine last month adds “Life doesn’t end when you start getting a pension…...Older women love fashion too. I’ve always thought it would be nice if people of all ages, shapes and sizes were included because that’s more relevant to day-to-day life.” (Telegraph Online, 2017)

In recent weeks fashion publications, Elle UK, Porter and Sunday Times Style have all covered this topic. Personally, I'm excited by diversity within an industry that sometimes feels generic and mainstream. 

Ph credit - The Sunday Times and Vogue

29 year old graduate

This week, I graduate! Four years of university and six years of study behind me - my whole career ahead of me. I'm not certain how I feel right now nervous, excited, nostalgic but I have to say it's all rather unnerving. 

I know I'm 29 (much older than most graduates) and should be ready for full time work and in most ways I am. I'm ready for routine, a stimulating, exciting career and I'm definitely ready for a full time wage - but the idea of life post uni is daunting. Going from student to employee is a big life change, there's a whole lot of responsibility on my shoulders and university life hasn't really prepared me for this. Note to professors - prepare students for adult life, maybe adulting could become a new module? 

I worked hard for my degree and will be graduating with a 2:1. This is something I'm proud of but on the other hand I' am somewhat disappointed I'm not finishing with a 1st. I know that its ridiculous to feel a little disheartened as when I think about it an upper 2nd class degree is pretty bloody great. Why do we always put so much pressure on ourselves? Why do we constantly compare ourselves to others? Why does others successes impact our own? These have been some of the questions that have been swirling round my head over the last few weeks.

The last 6 months of my life have been tough probably the toughest of my entire life and I'm happy I managed to graduate at all. 

My beautiful mother died of Cancer in January and my world fell apart. In that time my degree felt pointless and small, how could a degree mean anything anymore if my Mum was no longer in my life. Somehow I managed to carry on, this was mainly done for my Mum, she was very proud of my study and letting her down was something I could never do. My future life also needed my degree. Yes, rent, food and bills don't come for free. 

By my last assignment I really had lost enthusiasm and this is what ultimately let my grade down. Writing a 6000 word project, whilst searching for a job is not an easy task.

On my last day in university I felt incredibly sad and nostalgic. I really have loved my time at university and I will remember it fondly. University has changed me, mostly for the best. I've learnt a lot about who I am and what I want from life and most of all how much I love to study, research and write. I love it mainly for turning my dream (yes, it's a little cringe but the thesaurus offered no alternative) into a reality. I'm sure I've got a long way to go in my career but I think I'm ready for the journey, ups and downs and all.

Something that always made me doubt returning to study was the thought of leaving university without a job. I knew I would be nearly thirty years of age and needed to start my career ASAP! This thought has constantly driven me throughout the last few years and I'm happy to know I am graduating with a job I wanted and love. I understand it's not always that easy; the job market is competitive and gaining industry experience is what possibly sealed my current role. 

My advice to anyone who is thinking about going to university or returning to study - without a doubt you have to go for it, no matter what age or stage of your life you are at you should seek the career or job you love. I know there's barriers that can get in the way, family commitments or money but we spend the majority of our adult lives at work and if you're not enjoying what you're doing, it makes those Sunday night blues even worse. Plus this year I've learnt that life's too short to not make yourself happy.

Ph Credit - The Red List 

PINK TO MAKE THE BOYS WINK

It's the 1st July which means it's officially summer here in the UK - even though our summer actually exists for a very limited number of days. Those red hot June days we had a couple of weeks ago were probably the best we're going to get but hey, I should stop being cynical and appreciate what we get, right?
Summer means wearing some lighter colours and right now PINK is everywhere; catwalks, street style, the high-street - it's unavoidable.
So far I've only gone in as far as a pink oversized shirt from ASOS. I wear it multiple times a week mainly with skinny jeans and pinstripe trousers, but I would like to delve into the trend more if the purse strings and my lack of tan allows. So far I'm limited to browsing pinterest for inspiration - it didn't disappoint. Delpoza, Carven, and multiple fashion show goers have been keeping me inspired.

Ph credit - Vogue UK and Elle UK