THE FORGOTTEN SHOPPER : Finding the Labels That Cater to the Mature Woman
Just because you’ve reached--or passed--that “certain age” doesn’t mean you have to abandon the fashion style you’ve acquired over the years.
But it might mean that you will want certain conveniences, styling details and fabrics to enhance your appearance, better match your more relaxed lifestyle and make getting dressed easier.
The problem, as many women know, is finding these clothes.
Many designers, notes New York fashion consultant Alan Millstein, largely ignore older women, claiming they “have no feel” for them. Department stores, eager to attract the free-spending younger set, fear being labeled “an old ladies shop.” And, with few exceptions, independent store owners treat the forgotten older woman as if she wears only large-sized clothes or is as rich as Nancy Reagan.
But some stores and catalogues are courting over-60 women who wear sizes 6 to 16. And dozens of manufacturers make skirts and slacks with elastic waists, blouson tops with longer sleeves and snap closures, and skirts and dresses that cover the knees.
The following stores and catalogues are among those with the most to offer.
When the old Bullock’s Wilshire stores became I. Magnins, a lot changed. But not the Playdeck department, which has always catered to the older shopper. The department still carries an assortment of Size 6 to 16 separates by Bleyle, Da Rue, Three Flaggs, Ancora, St. Germaine and Ballantyne.
In addition, the Magnin Wilshire’s Wynshire department offers dresses by Shrader, Baron Peters and Stanley Sherman that have traditionally appealed to older women.
Founded in Pasadena by Virginia Draper and her nephew, Simon Draper, Draper’s & Damon’s has expanded into a small chain of stores aimed almost exclusively at mature women. Labels include Da Rue, Regal, Matches, Jordana, Sia Sia, Castleberry, Andrea Gayle and Ruth Norman, in sizes ranging from 4 to 20 regular and 2 to 16 petite. Eleven of their 13 stores are in Southern California: Pasadena, San Marino, Glendale, Seal Beach, Newport Beach, Laguna Hills, Bonsall, Rancho Bernardo, Rancho Mirage, Palm Desert and Camarillo.
For the more affluent shopper, options include Jaeger, Chanel and Gucci, with boutiques in South Coast Plaza and Beverly Hills, and Escada and Lilli Ruben, in South Coast Plaza. Upscale labels include St. John, Adolfo and Ferragamo.
Among catalogues, the Tog Shop is particularly well known. James Yawn, senior vice president for the Americus, Ga.-based company, says the catalogue operates almost exclusively with the “more mature customer in mind,” offering a wide assortment of dresses and separates in comfortable styles and easy-care fabrics.
“The older woman isn’t as willing to sacrifice comfort for appearance as the younger woman,” Yawn says. “And they’re not as hung up about natural fabrics. If it goes into the washing machine and comes out looking good, they don’t care. They’ve already put in their 50 years in the laundry room.”
Among the Tog Shop labels are Graff, Bleyle, DaRue, and several house brands: Vera, Haymaker and Gertrude Davenport. To reach the Tog Shop, call (912) 924-9371 Monday through Thursday, 9 a.m. to midnight (EST); Friday, 9 a.m. to 9 p.m.; Saturday, 9 a.m. to 7 p.m., and Sunday, 11 a.m. to 7 p.m..
Other catalogues with styles suited to the older woman include Brownstone Studio ((800) 221-2468, 24 hours a day), Talbots ((800) 882-5268, 24 hours a day) and Lands’ End ((800) 354-4444, 24 hours a day).
