For many of us, it's hard to find the right clothes that fit our shape while not making us look like extras from Last of the Summer Wine or X-Factor rejects. Just why is it so difficult for the High Street to cater for us over-50s?
This was the finding from a new Mintel poll, which revealed that almost three-quarters of women aged in their 50s believe major retailers ignore their age group and design their clothing for younger customers.
Despite champions of older women trying to draw attention to this gap in the market, such as TV presenter and retail guru Mary Portas, it seems many of us still struggle to find shops that combine fashion nous with the ability to think about how certain trends will look on older consumers.
Mintel senior fashion analyst Emma Clifford commented: "In placing so much importance on youth, the fashion industry is alienating older consumers, many of whom feel they no longer belong to this rather elitist industry.
"Using mature figureheads in advertising campaigns would help to persuade this demographic that they are valued shoppers, with a place in the fashion arena," she added.
Of course, treating us over-55s as a homogenous mass is where the problem starts – no, we don't all hate our legs, some of us still have pretty decent upper arms and the lucky ones among us can continue to show off a flat stomach, so what's the point in designing clothes that make us look like we're embarrassed of our bodies and need to cover them up?
Indeed, the poll found that more than one in three of us stands by our trusty jeans and almost a quarter likes to experiment with bright colours instead of fading into the background in a palate of black, grey and sludgy browns.
So come on High Street – sort it out. Otherwise we'll be forced to raid our daughters' closets again, and no-one wants that.
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