Whether you choose to call them FAB’s, Flat Agers or simply mature, the fact is that the fifty plus market is emerging as the
most powerful consumer group, and currently stands as the UK’s fastest growing fashion sector.
However despite endless discussions, abundant articles and even a Hollywood blockbuster about this demographic,
there is little behavioural research that exists about them. As the UK’s leading fashion retailer targeting fifty plus women, JD Williams commissioned the UK’s first state of the nation
YouGov report looking into body confidence, style, shopping behaviours and the attitudes towards aging for the mature female sector.
The field work was carried out in October 2014 involving over 2,000 women aged 50+, which ran alongside a smaller survey involving 570 women aged between 18 to 49 in order
to ascertain relevant comparisons.
One of the report’s findings states that almost three out of five British woman aged 50+ don’t feel their age group is well represented in TV
