Latest research reveals that women aged 50 and over feel 15 years younger than their real age.
A survey by online retailer JD Williams reveals an overwhelming 94% of women over 50 now feel younger than their actual age, with almost 100% agreeing that a younger frame of mind outweighs the age of their bodies in terms of feeling younger.
Over 2,500 women aged 50 and over admitted to feeling an average of 15 years younger. The retailer is now dubbing the trend as ‘the younger games’ – proven to help women achieve career success, increased health and even life span*.
Women in their 50’s feel 41 years of age - however the gap between actual age and age felt widens significantly as age increases. Women in their 60’s feel 46 years of age; women in their 70’s feel 55 years of age and women in their 80’s feel 59 years of age.
JD Williams spokesperson Carie Barkhuizen says: “The age old cliché of worrying about getting older may not be such a big concern after all and it would appear that you really are as young as you feel.
“There has been a shift in the perception of the more mature women in recent months. Women over 50 can look and feel just as good as their younger counterparts – and this is reflected in what they wear. The current awards season is a great example of that. We’re seeing actresses such as Julianne Moore looking as fabulous – if not more so – than their younger peers. And they’re the ones taking the awards home too!”
The thinking yourself younger concept was proven in psychologist Ellen Langer’s study in 1979. She invited a group of 75 year old men to spend a week on a retreat, however they were instructed to dress, speak and act as though it was 1959. At the end of the week, the men had improved in all physical and mental function. Even characteristics that are generally regarded as fixed – such as eyesight and intelligence – were found to have improved.
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For more information please contact the fashion team at ZPR on email: [email protected] or tel: 0207 896 3404
Notes for Editors
The survey reached out to 2,500 women commissioned by JD Williams in association with YouGov, October 2014
*age concern
Ellen Langer study - in 1979, psychologist Ellen Langer conducted a piece of research designed to test the concept of thinking yourself younger. She invited a group of 75-year-old men to spend a week on a retreat. It was a retreat with a difference, though. The men were instructed to dress, speak and act as though the year was 1959. Their environment was decked out like it would have been in 1959, and no magazines or books dated later than 1959 were allowed at the retreat. Before the retreat, men underwent assessment of physical and mental function including their strength, posture, eyesight, intelligence, perception and memory. At the end of the week, the men were tested again, and most of the men had improved in all of the assessments. Even characteristics that are generally regarded as fixed – such as eyesight and intelligence – were found to have improved across the group. This research was subsequently detailed in Ellen Langer’s 2009 book entitled: Counter-Clockwise: Mindful Health and the Power of Possibility.
Overview on the 50+ market:
- Currently the fastest growing part of the UK fashion market - Verdict
- The over 50’s contribute £300bn to UK economy annually – Age UK
- They account for almost half of UK income and expenditure - Saga
- They spend £6.7bn on womenswear and £5.6bn on items for themselves (2013 figures) – Kantar Worldpanel*
- One third of babies born today are expected to live to 100 - ONS
- The UK population is ageing and there will be 900,000 more women over the age of 45 in three years. The trend is forecast to continue and by 2036 there will be 17.7 million over-45s, accounting for 57.5% of the female population – Verdict
About JD Williams:
- JD Williams has Over 140 years of experience and expertise in fit and fashion.
- JD Williams is an online fashion retailer offering fashion that’s stylish, well fitting, comfortable and affordable whatever your age or size
- JD Williams offers the UK’s largest choice of womenswear and lingerie with biggest growth in the 50+ market
- JD Williams doesn’t adopt a ‘one size fits all’ approach, & instead designs fashion that fits, flatters and feels comfortable to wear
- Lorraine Kelly launched her debut fashion collection for SS15, designed by Lorraine for JD Williams. The collection is available through the catalogue and online.
About N Brown Group:
N Brown Group is a leading multi-channel retailer headquartered in Manchester employing over 3.200 people. The company's strategy has been to focus each of the brands in its portfolio towards niche markets which are poorly served on the high street, such as the plus size and more mature customer segments. The Group has total sales of over £780m as of January 2013 with online sales representing over 53% of total revenue. As part of its multi-channel strategy, N Brown Group operates nine Simply Be stores across the UK of which six are dual facias with Jacamo. Current brands include Simply Be, Jacamo, Fashion World, JD Williams, Marisota, House of Bath, Figleaves, Gray & Osbourn and High and Mighty.
