LONDON, UNITED KINGDOM--(Marketwire - Sept. 19, 2012) - A recent survey of over 1500 shoppers by George at Asda has revealed the fashion frustrations of women across the country. Lack of fashionable and affordable clothing for women over 40 years old came out on top as one of the biggest shopping irritations on the high street.
64% claim to be disappointed with the current high street range of clothes available, while a whopping 76% feel ignored as retailers pursue a much younger audience.
In addition, 65% highlighted current ranges are too bland and 59% felt that clothing for the over 40s was too expensive with many retailers charging sky-high prices.
In response, George at Asda is teaming up with women across the UK to extend its Moda - Created With You range for the 40+ female market. Over two years in development and following a series of intensive customer focus groups, the collection has been created by George's team of industry leading in-house designers with customers' feedback.
Carole Middleton was voted by shoppers as one of the top style icons that women over 40 admire for her fashion sense. George's new range allows women to emulate this style in an affordable way. Brand Director Fiona Lambert commented:
"Carole Middleton's sophisticated and elegant style is perfect example of how you can look great when you are over 40. Her clothes always have a fashion forward element, whether it's a print, a bold colour or a fabric. Our clothing takes inspiration from a wide range of places and people, and Carole Middleton is definitely someone who's coming through that shoppers want to emanate. While much is made of the Kate-effect, who our customers also love, Carole has also started to emerge as a style icon in her own right. Women over 40 can still be age appropriate and fashionable and Carole is a great example of someone who has got it right. We've seen pieces from our Moda range at George fly off the shelves, as women opt for her classic, chic look."
New additions to the Moda label will launch in stores at the end of September and comprise of a collection of fashion forward, on trend and affordable clothing for 40+ women. Shoppers will now have access to more choice and catwalk inspired pieces at great prices without having to compromise on style.
George Brand Director, Fiona Lambert commented further: "Our research has revealed that women over 40 feel invisible on the current high street. No-one single retailer is championing style and affordability for this age group. In response we have transformed our Moda range to create a sophisticated and on trend collection in collaboration with our team of lead designers and our customers. We felt it was time to bridge the gap and show our customers and fellow retailers exactly how to cater for this market."
The over 45s women's clothing market is currently worth 9.6 billion. George at Asda plans to grow its share of the market with the new launch of Moda bringing something new, fresh and exciting to shoppers who currently feel neglected by the high street. George is also challenging fellow retailers to follow suit and address the designs and pricing of their current offerings, creating more choice for women over 40.
All designs from the new Moda collection will be available in store and online at George.com from the end of September