of all ages have always been involved in fashion to a certain extent, the premise is that as women age, keeping up with the latest styles becomes less and less important. A recent AARP study found however, that since 1999, the proportion of women over age 65
who like to follow changes in clothing styles and those who consider themselves fashionably dressed has increased substantially. This will impact advertisers as many women will remain in the workplace after normal retirement age, presenting a growing market for stylish, office-appropriate work-wear that reflects the mature woman’s preference for both casual clothes and the desire to look fashionable. Advertisers should take advantage of this growing trend and target mature women through publications specifically for them.