Home / Knowledge / News / Apparel/Garments / Women over 50 consider buying jeans as stressful activity
Women over 50 consider buying jeans as stressful activity
21
Jul '11
Over 67% of women over 50 have cited shopping for ladies' jeans as the activity that they find most stressful. A massive 43% of those asked even ranked the search for a good pair of jeans higher on the stress-o-meter than buying a house.

Despite being one of the most popular pieces of casual wear, mature women have said that they feel that shopping for jeans is 'unbearably stressful' due to the poor fit of the classic denim trousers.

According to research by online retailer, isme.com, an increase in 'younger styles' such as low-rise hipsters and skinny jeans has led to the over 50s turning their back on their jeans and instead plumping for a more comfortable style of denim, in particular tummy control jeans.

As a result, the over 50s online retailer, isme.com, has found that sales of their tummy control jeans are soaring, outselling standard style jeans by a whopping 20% since the website launched in January 2011.

Brands such as 'Not Your Daughter's Jeans' and isme.com's exclusive Savoir range of tummy control jeans are both specifically tailored to suit a more mature figure.

These are jeans with a difference, designed with a higher waist and discreet front control panel for a sleeker look, simultaneously countering the 'saggy bottom', 'muffin top' and 'bum cleavage', all common problems cited by the more mature woman.

Jackie Lewis, Shapeologist at isme.com, comments:
"However much you might spend on a pair of jeans, an ill-fitting pair can take you from fashionable to frumpy in seconds. For trousers and jeans it's all about the waist, which thickens as you age - if mature women simply buy a larger size to accommodate their waist, they find that the trousers are too large on the hips and sag around the bottom.

"We have developed the Savoir tummy control trousers to fit and flatter a mature figure - we found from talking to our customers that low-rise jeans are a complete no-no as the constant pulling up or flash of underwear when sitting absolutely infuriates mature women."

Loose Women presenter, actress and brand ambassador for isme.com, Lynda Bellingham, 62, agrees:
"We've all been there, trying to squeeze into the skinniest of jeans or doing up a pair to find they create that dreaded muffin top. I have found a go-to pair with isme.com's 'Not Your Daughter's Jeans' - I even wear them on stage in Calendar Girls as they are so flattering.

"Like so many people, I am tired of the high street's 'one-size-fits-all' philosophy - that's why I'm thrilled to be part of a brand that realises that 50+ women still want fashionable clothes, outstanding choice and prices to suit all budgets - and one that understands what looks good on a more mature woman's shape."

isme

Must ReadView All

Textiles | On 9th Dec 2016

ACIMIT signs MoU with Pakistan textile bodies

In a bid to strengthen the trading in garments and textiles between...

Textiles | On 9th Dec 2016

‘Less demand may make it hard to achieve export target’

The $48 billion target for textiles and garment exports for 2016-17...

Textiles | On 9th Dec 2016

GST Council may decrease tax rates in future: CBEC

The goods and services tax (GST) Council might reduce the proposed...

Interviews View All

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Evelyne Cholet
UCMTF

‘France had a reputation of being big in new ideas, but poor in marketing...

Vidhyaa Shankar. S
A Ganapathi Chettiar

'The usage of knits is getting into the boundaries of woven fabrics'

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
December 2016

December 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


Advanced Search