One in eight people in the US are over the age of 65. According to the Census Bureau, it’s the largest age group of the population. One in eight means there are more than 40 million of us, and the segment is growing by leaps and bounds.
Let’s assume that half of that population is female. Since women statistically live longer than men, there are probably more women than men in our age group.
Twenty million consumers—that seems to be a market that could be tapped to produce significant profit for the American retailer. I realize that not all of us elder women have the same criteria as I when shopping. Still, I'm sure that there is a large portion of us who don't want to dress like teen-agers.
The other day I was shopping for jeans. I’ve lost a few pounds and all my jeans are baggy in the seat and legs. Being full-figured (that’s a euphemism for that ugly three-letter “F” word), I wanted jeans that rose to my natural waist. I wanted an elastic waist. At this stage of my life, comfort is important. I don’t wear stilettos any longer, and I want to have a little wiggle room in my pants when bending over. I also refuse to pay more than $35.00 for one pair of jeans.
I usually buy my jeans at J. C. Penny’s or Sears. Both stores carried the jeans I wanted. It seems they no longer provide comfortable jeans for those of us who won’t, or can’t, wear hip-huggers. (Are they still called “hip huggers?) I am so pissed! No more granny jeans?! What in the world are we grannies supposed to wear?
Another thing—could someone (Sears, Penny’s and Walmart) please offer blouses with one more button on the upper portion of the front. I’m tired of having to hunt for safety pins because most blouses (shirts) show way too much skin. I am by nature a modest person. I don’t care to have people looking down the front of my shirts when emptying my grocery cart. I don’t suppose anyone really wants to look either. At 66 years of age, my cleavage ain’t what it used to be. It’s sort of like a traffic accident—you just have to look.
So Sears, J.C. Penny’s, Walmart, Target, take a look at the demographics. It’s time to consider the elder consumers and give us practical, reasonably priced clothing. You could be missing out on outrageous monetary gain. If you won’t offer products we need out of the goodness of your hearts, then fall back on your greed and avarice. We seniors have to spend money, too, you know.