The over-50s have much more money than the younger generations and, surprisingly, they also spend more of it on fashion than them. We reveal the population-based and economic growth forecasts for this lucrative demographic, with context to support strategies to target older consumers. We also highlight how it’s personal style, rather than trends, that they care about.

Eight in 10 people say they feel mentally younger than their actual age (Legal & General, 2024). In addition, nostalgia has been proven to increase feelings of happiness. These facts are especially pertinent to over-50s who are forever young at heart and reference the halcyon days of their youth through their evolved personal style.

The evolved personal style that manifests in many 50-plus individuals is about making a statement and being seen, in attention grabbing colour, print and pattern and, often, interesting, handcrafted looks. It’s an approach that signals confidence but also brings joy to the wearer, with bold colour scientifically proven to boost the release of happy hormone dopamine.

A romantic and stylised throwback to retro aesthetics that evoke traditional gender roles and old-fashioned dress codes are huge for this demographic, offering both nostalgic glamour and sartorial novelty. Elsewhere, authentic vintage workwear styles build on craft and heritage narratives.

Many Gen Xers and above favour a back-to-basics approach to dressing that values quality and versatility. Practical everyday capsule wardrobes and stealth wealth-esque minimalism appeal for ease and simplicity. Plus the continued popularity of active pursuits and outdoor adventuring drives even more demand for pragmatic-first apparel and comfortable athleisure wear.