Why female fashion brands should focus on the women 40+ market

A new survey shows how women’s clothing purchasing habits and wardrobes have evolved during the pandemic, and how the fashion industry seems to struggle to connect with older female consumers. Tamar Miller, former Head of Merchandising at Gap Inc. and founder of Bells Becks talks to FashionUnited about where the opportunity lies for fashion brands based on the survey findings. “Unsurprisingly, the pandemic resulted in a major shift toward online shopping with more consumers preferring to shop from the safety of their homes, allowing e-commerce to increasingly edge out brick and mortar in the marketplace,” summarises Miller.