The Wall Street Journal wrote an article on April 15th about the changing needs of baby boom age women called “Reshaping Boomer Fashion.” The article elaborates on the need for manufacturers to custom design their apparel to meet the needs of an aging female population. The mature female has changed, according to the article, and wants styles that are youthful and flattering rather than dowdy. “Far more than in previous generations, they are often confident, professional women who stay trim with exercise, body-shapers and liposuction and are anxious to throw away the old middle-age fashion stereotype out.” Or as David Wolfe, creative director of Doneger Group says, “Boomers are determined to follow fashion. That means that their clothes overall are tighter and sexier.” (Let’s hope they consult a mirror before leaving the house). The Gap is introducing a new brand concept aimed at women over 35 in 10 stores this fall.

What does this mean to you?
It means you should keep on the look out for trends, fabrics and colors that flatter the mature, yet youthful woman or man over 35. Wider brims, more fabric trimming, subtle yet daring gadgets (chin straps, funny sayings, clips to attach to clothing, sizeable bands, seersucker and madras - or any nostalgic fibers from the 60’s and 70’s.

Tailored clothing is re-establishing itself as a staple for business attire, according to the WSJ. “After shrinking 20%, men’s tailored clothing increased 24% last year, according to NPD Group. Beware: The two-button men’s suit is coming back.

Gucci hired a new apparel designer after two collections. Alessandra Facchinetti will be replaced by Frida Giannini, the shoe and handbag designer. Sales of accessories were up at Gucci, in part because of floral-patterned accessories by 32-year-old Giannini. Handbags and shoes make up 80% of their sales. What does that mean to you: Keep Your Eyes on Gucci Accessory trends. Follow their lead on colors-patterns-and styling….water it down a bit for the mass market. But don’t forget: the new mass market is yesterday’s department store customer.

Colorful Floral printed patterns are turning up on street.