ZPR SOHO: ZPR helps JD Williams to set new heights for the mature fashion market with its first fashion launch at The Shard

“Mature women....ignore us at your peril. We are a force to be reckoned with.” This is the message from Lorraine Kelly who was speaking at last week’s media launch at The Shard to celebrate the launch of her partnership with JD Williams. This was our first press event for JD Williams since ZPR first came on board in April, held at the fabulously swanky Shangri-La which is balanced on The Shard’s 35^th floor, and marked the start of a journey in which JD Williams and Lorraine hope to change the way the fashion industry caters for the mature consumer. Providing clothes that fit, flatter and feel comfortable for women regardless of shape, size and age might seem pretty fundamental in the year 2014, however the reality is far from this.

Lorraine Kelly speaking to the fashion media at JD Williams’ media launch at The Shard

The numbers speak for themselves. Women over the age of 50 currently spend over £2.5 billion per season on fashion. They’re the fastest growing fashion sector, with 90% of British retailers seeing most growth from the 50 plus consumer. They contribute £300 billion to the annual UK economy, and account for half of UK income and expenditure. Yet despite all growth in fashion coming from this sector, it’s the only demographic that’s being neglected by the high street, in that the majority of fashion retailers target them with clothing designed for a younger audience. Just as an adult wouldn’t expect fashion designed for a child to fit them, the same applies to mature women fitting into clothing designed for ladies half their age.

Lorraine Kelly shows her JD Williams AW14 edit to fashion journalist Hilary Alexander

Whether you choose to call this sector Flat Agers, FAB’s or simply mature the fact is they are emerging as the most powerful consumer group. They’re embracing age with a new approach, a new energy and a new outlook, and can no longer be ignored. Just as the fashion media currently caters for different priced fashion within its audience, part of ZPR’s mission will be to ask that the fashion editors also cater for this sector by featuring clothes that have been designed to fit mature women.

Guests enjoy the view, a glass of bubbly and a browse of JD Williams’ AW14 edit (styled on Shard inspired rails no less!)

In addition to Lorraine, Angela Spindler, N Brown’s CEO, said an inspiring piece as to why retail needs to start listening to this sector. Whoever you are, or wherever you come from, the fact is that all women’s bodies will naturally change as they age. Unless retailers targeting mature women factor these changes into their designs, they will be unable to compete against those that do.

Angela Spindler, CEO N Brown Group speaking to guests on JD Williams’ journey

A huge thank you to everyone who supported the event. The coverage we received was fantastic and guests of all ages were enthralled with the evening’s discussions. With Lorraine set to lunch her first ever fashion collection for SS15, one thing we promise is the best is definitely yet to come.