"I just want to look the best I can at whatever age I am. Our mothers were matronly at 50; our generation still dresses in jeans. We've recognized that we live longer, so why be dowdy for three-quarters of it?" asserts 52-year-old actress Morgan Fairchild in a recent issue of More magazine.
Ditto, agrees Fairchild's counterparts with their hearts as well as their pocketbooks. According to STS Market Research, a market research company that specializes in customized consumer research, women ages 45 to 54 drove apparel sales in 2002, and purchased more of almost everything for their wardrobes. And with these significant dollars being spent by this all-important group, everyone from market researchers to magazines to manufacturers are paying keen attention to Boomers' buying habits.
According to Cotton Incorporated's Lifestyle MonitorTM, women 35 to 55 spent an average of $76.25 on clothing in the last month, shopping an average of 1.8 times. And Boomers are also a retail dream come true when it comes to their apparel shopping habits. When asked by the Monitor to describe how they shop for clothes, 62% of female consumers, ages 35-55, said they bought what they wanted when they wanted it – more than any other age group.
"Boomers are the first generation of women to focus on themselves," shares Lois Joy Johnson, fashion director of More. Echoing Fairchild's observations, she adds, "We can wear things that our mothers would not have worn."
In addition, Johnson stresses that Boomers also want choices, choices and more choices in clothing. "We want to have the option of a pencil skirt or a softly draped A-line skirt. We want 10 different styles in a flat-front pant – with pockets, without pockets, different waistbands and so on," she declares. "And today's designers are listening and coming through."
It seems that the Boomer shopper not only desires a wide variety of styles across apparel lines, but also in shopping venues. "They want to look good, but they also want affordability," offers Gabrielle Redford, senior editor of AARP The Magazine, the nation's largest magazine in circulation. Research from the Monitor seems to bear that out; 26% of female respondents 35 to 55 relayed that they shopped mass merchants for their apparel. Chain stores and department stores followed at 24% and 25%, respectively, as their favored shopping sources.
"The fact that this age group was the number one group to shop mass market indicates that this consumer shops not only for style and value, but with time in mind," analyzes Kim Kitchings, director of market planning and research, strategic planning, at Cotton Incorporated. "She wants the whole package in one fell swoop."
Time most definitely is a factor in both shopping and dressing, confirms Eileen Fisher, the fashion designer and retailer whose eponymous collection was created "to inspire women to celebrate who they are." "We're all busy and less interested in fussing. We want to look good and feel good." Fisher designs for a lifestyle, which she defines as "modern and bigger than trends." She elaborates on the fact that women over 40 "want to get dressed simply and make it easy to deal with their daily lives."
And with a little bit of age most definitely comes a good dose of comfort with one's own style, according to Fisher. "We see through clothes that are trendy. Older women are better at style instinctively." That style, she sees, is about clothing that is structured, yet wears with ease. She runs down the list of must-haves that fit the bill: "Knits, cardigans, yoga pants." Fisher also relates that today's most comfortable and wearable apparel are constructed with more natural fibers, such as cotton, than ever before. "Items need to be washable and easy care; I want to be able to get dressed for the day and yet still be able to sit on the floor with my kids," she shares.
Designer Jenne Maag confirms that women want comfort yet still keep an eye on style. "They want a tailored look, but with the feel of sweats," she reports.
Most industry experts agree that the one thing this group doesn't want is to be segregated or specialized. "These women don't want to be branded or separated. Women don't think of themselves that way," states Johnson.
In addition, the Boomer shopper buys across all retail outlets with impunity.
"For the first time in history, women are cross-shopping. You are as likely to see a 40-year-old shopping next to a 15-year-old and sometimes making the same choice of a crewneck or crop tee," says More's Johnson.
"I enjoy shopping with my daughters and my nieces," allows 50-something public affairs associate Arlene. "We can shop a lot of the same stores together, and even be drawn to some of the same things, especially basics. They've given me the encouragement to try some sleeveless tops, which is nice. But I draw the line at baring my midriff!"
It's about finding modifications, emphasizes Johnson. "We don't have to wear our jeans too tight or our pants too low. We're paying attention to style, but wearing things the way that we want. We don't have to go so extreme to be hip."
AARP's Redford adds that her readers "know who they are and want to dress that way. They are not looking to transform themselves, but be who they are."
And that's a good bit of wisdom to follow at any age!
 This story is one in a series of articles based on findings from Cotton Incorporated's Lifestyle Monitor™ tracking research. Each story will focus on a specific topic as it relates to the American women's wear consumer and her attitudes and behavior regarding clothing, appearance, fashion, fiber selection and many other timely, relevant subjects.
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