• 10 (or 20) years younger: 45+ consumers are interested in staying/looking younger, dressing fashionably but appropriately, and are mostly quality-driven.
• Problems with fit and the plus size opportunity: Many 45+ consumers find it very hard to get a good fit in clothing. This is partly a size issue as plus sizes are frequently found in this market segment.
• Older icons provide aspirational status: Retailers/brands looking to connect with these consumers are increasingly using older icons in their advertising and marketing.
• Service is a key differentiator: Many 45+ consumers are confident shoppers, but many do like good service. Knowledgeable and helpful staff, and personal shopping services are key factors for success.
• Multi-channel is a must: Many 45+ consumers are techno-savvy, so multi-channel retailers have an advantage as they use the Internet both to research and to buy - especially if they don’t like visiting shops (which can be related to size).
• Young fashion chains are attractive: these consumers do not have a ‘traditional’ repertoire of shops. M&S is the most popular for buying clothes, but they also like supermarkets, value chains, Debenhams and mail order/online. And a significant percentage also buy from ‘young’ fashion chains.
• Store environment is important: and some 45+s find some store intimidating.

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