Mature women troubled by lack of fitting clothes

Lines of clothes that span generations are successful.
By ALLISON KAPLAN
KNIGHT RIDDER NEWSPAPERS
Rocker Sheryl Crow, who seems to get sexier with each passing year, has declared 40 the new 30. But after seeing my own mother on a recent shopping spree gush over the form-fitting Juicy Couture yoga pants that all the cool girls are wearing, it may be more appropriate to call 60 the new 30.
There has been a lot of talk this spring in the fashion world about designers like Ralph Lauren, Calvin Klein and Tommy Hilfiger finally realizing that women don't stop wanting to dress well when they hit their 50s. New collections from these three powerhouses and many others are attempting to offer stylish clothes that won't break the bank or look like they were intended for Britney Spears.
This seems like a no-brainer to any woman who has gone home empty-handed after flicking through racks of cropped tops and ultra low-rise pants. You don't have to tell that to my mom, who spends more time than I do at the hippie-chic boutique Anthropologie, where flouncy skirts and fitted T-shirts rule. I figured she was the oddball shopper who doesn't realize she's too old for the store, but Anthropologie says its core customers range from 20s all the way up to 50s. I go for the cargo pants; my mom likes the delicate sweaters.
Spanning generations
Sometimes, it's tricky to strike the right balance. A perfect example: My mom and I hit the new BCBG shop, which recently opened in some Marshall Field's stores. I bought a halter-style stretchy black dress. My mom liked an of-the-moment tweed jacket," she says. But she put it back when she saw the short skirt.
Any store with customers spanning generations occasionally struggles to find stylish options that work for everyone. "Short little pleated skirts are a trend," says Ann Ackman, who owns the high fashion boutique Arafina in Edina, Minn. "But there aren't too many women over 40 who are going to wear them."
The minis are selling at Arafina -- to women in their 20s -- and she adds that a good chunk of her customers are over 40. So imagine how well the store could do with an alternative style that skims the knee.
More spending money
Women between 35 and 54 spend more money on apparel than any other age group, says Kim Kitchings, Cotton Inc.'s director of market research. As these empty-nesters get older and find themselves with more disposable income, they're more likely to buy clothes at full price. "Just by sheer volume, they've got the ability to purchase more apparel than any other segment."
Recognizing that fashion-conscious mature women exist is a start, but the industry is still a long way from offering enough of what they really want to wear and in a broad enough scope of sizes.