By Karen Mathis for the NABBW

Just because women hit 50+ years, doesn’t mean they (we) should no longer be targeted as fashion consumers. Why? There are millions of women 50+ in need of great clothing for their active and busy lives. The clothing businesses can always use more profits.

#1 There’s A Very Large Number of Us

According to the U.S. Census, there are 77 Million Baby-Boomers. Women make up approximately 50%, ( Forbes magazine and others write about it, “Women represent the largest market opportunity in the world,” (

#2 We have active, busy lives and need fashion options

Women over 50 are healthy, wealthy, and more active than any generation in history. We now use technology to stay connected. Many of us are active running businesses from different locations. Many of us are recreating ourselves, even going back to school. We need the right wardrobe pieces in quality fabrics at the right prices.

#3 We Can Afford It: If it fits

We need designs with a flattering fit, in easy care packable fabrics, and classic appeal… we‘re sold! Our current issue for fashion for women 50+ is not always whether we can afford the prices, but the fit does not work for most of us.

I was helping a client shop for a mother-of-the-bride dress a couple years ago. We searched multiple departments including special occasion. and there were no  dresses long enough. How could this be?!!

Many designers start with size 2 pattern models, and they digitally adjust up in size.

#4 We Are Buying for the Family

It is not unusual for us to buy for everyone else in the family. We shop for our husbands, our children, and grandchildren. Often we settle for clothes we already have. Who hasn’t bought the same shirt in 7 colors?

#5 We Love to Shop Online

Women are more active online than men, 116 million U.S. women active on the Web, (Nielsen).  Who else could make QVC an absolute empire.

It amazes me to see some of the very brands we started, not tapping into the market that created them.

We are great customers to have on your team. We are loyal, and willing to spread the word about products we love. We need clothing that fits our body type. We are calling on you to remember who brought you to this fashion party. Baby-Boomers, it is time for us to ask for the fashion we need.


KarenMathisKaren Mathis is a serial entrepreneur. She enjoys creating and building at the start-up phase. Her fashion merchandising and marketing career exposed her to large scale, and smaller private corporate operations, including owning her own retail businesses.

Mathis is a lifelong learner, completing a Masters of Science in Executive Leadership, at University San Diego in May 2016. Being a Baby-Boomer herself, she understands the fashion challenges of 50+ women segment.

She is married with three daughters and lives in San Diego, CA. Her personal mission is to use her knowledge to empower women. She consults, teaches, and writes. You can find her eBooks at Fashion Buyer, Darling Where’s Your Wrap, and 8 Easy Pieces. Her latest project is 50FashionForward. Karen welcomes you to email her or check out her website, 50FashionForward.