About a year ago, my friend Durell Godfrey and I had the idea to create a book about fashion for Women of a Certain Age. We're both in our seventies and still interested in expressing our style and looking good. The book never took off for various reasons I've mentioned before:
https://allwaysinfashion.blogspot.com/2019/03/allways-in-fashion-forever.html
To gauge interest in the project, it was suggested we poll a group of women to see how they felt about fashion, and we did just that. 100 women from their early 50s to mid 80s responded to the survey. They live on both coasts and in the middle, up north and down south. Some are still working, some retired, many doing a bit of both. Every one that came back via snail mail or email was fun to read and became part of our quasi-scientific survey.
Because we rarely talk about it, most of us think we are The Only One—the only one who hates her arms or that roll of fat around her mid-section or hates her legs or gets thrown a loop when dressing for a special occasion. Even those women who said they didn't care about fashion admitted they were frustrated with their inability to find things they liked at prices they could afford. Love it or hate it, everyone was interested enough to have an opinion.
It seems such a waste to let those surveys sit at the bottom of a box marked "Always in Fashion Book Proposal", so here are the questions and the results:
T H E F A S H I O N S U R V E Y
1) Is fashion more or less important to you now than when you were in your ‘30s?
a) more important b) less important c) the same importance
About half said fashion had the same importance.
2) Do you wish you could branch out but are nervous to try new looks?
a) I like to experiment b) I prefer what I know works
Answers were 50/50.
3) Is it hard to clean out your closet and get rid of things you no longer wear?
a) I try to do that b) I hate to give things up
More than half clean out their closets.
4) What’s your biggest challenge(s) when shopping for clothing today?
a) finding clothes that fit b) finding styles I like c) finding items that fit my price range
More than half are challenged to find things they liked.
5) Are there things you absolutely-will-not-wear?
a) cropped pants b) full skirts c) pencil skirts d) sleeveless anything e) elastic pants f) heels g) jeans h) shorts i) bathing suits j) sandals
Full skirts, cropped pants, sleeveless anything and shorts topped the list.
6) What style of dressing do you feel most comfortable in?
a) relaxed casual b) Bohemian c) simple tailored d) feminine e) bold and dramatic f) I don’t have one style
Relaxed casual and simple tailored were most chosen.
7) Would you occasionally splurge on a pricey item?
a) jewelry b) handbag c) shoes d) clothing e) I’m not even tempted
Almost everyone would spurge on something, especially clothing.
8) How often do you make a special effort to get dressed each day?
a) every day b) if I have someplace special to go
More than half make an effort daily.
9) How often do you shop online?
a) most of the time b) about half the time c) sometimes d) rarely if ever
“Sometimes” and “rarely” were the surprising answers.
10) What do you most like about shopping online?
a) the convenience b) the variety c) the prices d) the fun of finding something unexpected
Those that did liked the convenience.
11) Do you like to shop with friends or on your own?
a) with friends b) on my own
Almost everyone preferred to shop alone. Even those who liked “social shopping” preferred to shop alone when on a mission.
12) Which are your favorite stores to shop? Circle all that apply.
a) mid-range department store like Macy’s or Nordstrom b) high end store like Saks or Neiman’s c) trendy store like Zara or Anthropologie d) specialty store like Talbot’s or Chico’s e) classics store like J Crew, GAP or Banana Republic f) budget conscious store like Target, TJ Maxx or Marshall’s g) consignment or thrift shop
Answers were pretty evenly divided, with trendy stores and budget conscious stores receiving the most.
13) Do you enjoy dressing for special occasions?
a) I like dressing up b) special occasions throw me in a tizzy
Almost 90% of respondents like dressing up.
14) Do you have a physical feature you play up?
"The legs are the last to go" seems to be a truism among respondents. Others are still proud to show off small waists, nice bosoms or slim figures.
15) Do you have a physical feature you play down?
20% of respondents are unhappy about their stomachs.There does not seem to be a body part someone doesn't like.
16) Who are your style icons (movies or celebrities)?
Audrey Hepburn by far led the pack, followed closely by Diane Keaton and Katherine Hepburn. Audrey Hepburn is a natural choice for the demographic. Diane Keaton dresses unexpectedly and to the beat of her own drum. Perhaps that is part of the admiration. Kate Hepburn, also outspoken, mastered the tailored look many of our respondents strive to adopt for themselves.
How do these compare with your own thoughts? Designers, manufacturers, fashion editors and retailers please take note!
still a good idea for a book. maybe the book should be a questionnaire?
ReplyDeleteHey! This is a nice idea for a book. If there is some question and answer system then it is better. It will be there?
ReplyDeleteI would love to read your book! Maybe self publishing?
ReplyDeleteNo plans right now, but I have learned never to say never. Thanks!
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