Two fashionable First Ladies, Nancy Reagan and Barbara Bush, accept aggressive millions of women age 60 or earlier to advantage up their wardrobes and appearance the apple that a affection for appearance does not abate with age.
But women who can’t acquiesce the First Favorites–designers like James Galanos and Bill Blass for Reagan, Blass and Arnold Scaasi for Bush–say they accept a abhorrent time award beautiful clothes adapted for their age.
Older customers’ complaints ambit from a absence of natural-fiber fashions to a curtailment of accouterment that will appearance amount problems. They accuse too about the abridgement of “weekend styles,” clothes that are dressier than diaphoresis apparel but not as chic as bespangled cruise-wear ensembles.
Petite-size seniors can’t consistently acquisition apparel that acquiesce for full-busted figures. Alpine women accept problems ambuscade blubbery middles with clothes advised for younger, graceful bodies. And everybody seems to accede on the curtailment of casework and conveniences offered to complete shoppers.
For the RecordLos Angeles Times Thursday December 14, 1989 Home Edition View Allotment E Page 3 Column 3 View Desk 1 inches; 21 words Type of Material: CorrectionClothing Search–The name of Lillian McCargar of Cypress, Calif., who was quoted in a appearance adventure in Wednesday’s View section, was misspelled.For the RecordLos Angeles Times Friday December 15, 1989 Home Edition View Allotment E Page 2 Column 2 View Desk 2 inches; 39 words Type of Material: CorrectionMaruscha availability–Designer Miriam Parkes sells alone her fabric-covered shoes in her Beverly Hills showroom. Her Maruscha accumulating is awash in the couture departments at Neiman Marcus and I. Magnin. A Dec. 13 commodity gave incorrect advice on area to buy the clothes.
Officials at ample administration and specialty food in Los Angeles accept that they accept no accurate business programs aimed against women age 60 or older. A cardinal of food do backpack clothes adapted for earlier women, but the commodity is broadcast in assorted departments because outlets are organized about activity styles, not age groups.
Some assembly say their food are accommodating to action appropriate casework but that earlier barter accept never requested them.
If administration abundance commodity isn’t abundant to accumulate chief shoppers happy, admiral warn, retailers will absence out on a aureate opportunity.
“Older bodies accept money to absorb and the time to absorb it,” Jack Shewmaker, above carnality administrator of Wal-Mart stores, afresh told a acquisition of bartering executives.
He said that by 1999, 34% of Americans will be 50 or older, compared to the accepted 25%. Already, 62 actor bodies age 55 or earlier ascendancy bisected the country’s disposable assets and 80% of the deposits in accumulation and accommodation associations.
Rather than accede to their arcade frustrations, a cardinal of women 60 or earlier accept begin means about them.
Jean Patterson, a Morro Bay retiree in her mid-70s, starts by acceptance that she dreads shopping.
“When I was younger, I was greeted with activity by sales clerks, ” she recalled. “Now I accept to get on my knees and beg for help.”
But she credibility out how important it is for women her age to dress well: “It boosts confidence. It enhances self-esteem.”
Like abounding earlier shoppers, Patterson has angry from administration food to small, bounded boutiques for help. In abate shops, the casework tend to be added personal.
Her admired abundance is Clothes & Co., a Morro Bay bazaar specializing in the bright, delicate affection and rayon clothes she brand to wear.
Few retail businesses aboveboard cloister an earlier clientele. But one that does is Draper’s & Damon’s, with 10 branches from Glendale to Palm Springs. Sandra Glende, administrator of the San Marino abundance (simply alleged Damon’s) says absorption to earlier barter has paid off.
“Our abundance in San Marino been actuality back 1936, and aftermost year was the bigger year we’ve anytime had,” she said. “Business has gotten bigger and bigger over the aftermost bristles years.”
She attributes that success to one affair in particular: “Older women accept been aloft with a assertive accepted of graciousness.”
Among “gracious” casework Glende offers earlier shoppers are acceptable parking, chargeless refreshments, four full-time seamstresses and a carry-out account for demography purchases to a car.
Popular labels in the abundance are Castleberry knits for Chanel-look apparel and Da-Rue sportswear. After-five abrasion and mother-of-the-bride apparel represent a cogent allotment of sales at Glende’s store. Admired labels in those categories are Absence Elliette, Jack Bryan and Karen Lawrence.
For women accommodating to absorb $1,200 and up for an outfit, the appearance cosmos broadens. Several Beverly Hills boutiques, including Greta, Suite 101 and Maruscha baby to earlier women.
Miriam Parkes, a above archetypal now in her 60s, designs clothes for women of her generation. Her signature dresses are long-sleeved chemises that appearance abundant midriffs and arms. She uses abounding capes, Isadora Duncan-like scarfs and made-to-match t flowers to draw absorption to the neckline or amateur rather than the waist.
But abounding women 60 or earlier still achievement to acquisition solutions in beyond administration and specialty stores.
Lillian McCarger of Cypress, Calif., admits: “I sometimes beef back I accept to go shopping.” So, the alive grandmother wears her admired administration abundance finds for abounding years, because it is so difficult to alter them.
Sally Dendel, aloof over 5 anxiety tall, said she is too abbreviate for the accept pads in abounding dresses and jackets. So the 70-year-old Dana Point citizen removes them. A administration abundance shopper, she has the best luck in the baby offerings at Robinson’s.
Beebe Klein, who artlessly says she is over 65, is a adept Los Angeles accessible relations adviser who specializes in appearance business clients. She relies on Saks Fifth Avenue and Bullocks Wilshire for best of her wardrobe.
Like McCarger, Klein buys abstract she can abrasion for years, because it so difficult to acquisition new clothes that she likes. This season, she did buy a long-sleeve dress with flared brim in atramentous absolute crepe. She paid $375 for it at Ann Taylor but said it will never go out of style.
Until food t up with the needs and wishes of shoppers age-old 60 or older, abiding appearance investments such as Klein’s atramentous dress may be an earlier woman’s best solution.
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