Online fashion: what are women of different generations (really) looking for?

Style has no ageand although this phrase has been repeated like a mantra for a few decades, it is only in recent years that we can actually notice a rise in awareness in this sense, also partly represented by the fashion industry.

From catwalks to advertising campaigns, the faces and the bodies they are diversifying progressively and not only in sizes and shapes, but also in the age of models and ambassadors: a counter-thrust to the phenomenon that is still – at least, in everyday social reality – rampant fashion ageismor that distinction according to which certain items of clothing or accessories would not be suitable for a woman based on her chronological age.

A limit to personal freedom and the desire to express one’s personality which is clearly not law, but still is very tangible in the collective imaginationand that the fashion universe – but also the beauty one – they are trying to fade.

For the “common good”, certainly, but also for issues purely commercial: according to research byInternational Longevity Center (ILC-UK) in fact, the older consumers they would feel left aside from both industries, and this common feeling could cost as much as 11 billion over the next 20 years. Women over age 75, for example, would stop spending on clothing and accessories altogether, even if they have significant savings and say they are still interested in looking their best.

There is still a lot of work to do, therefore, both in terms of representation and in the offer on the shelves, because women, even those of the older generations, have never stopped wanting fashion: but what specifically are consumers of different age groups looking for? To answer this question comes help Pinterest, where style ideas and specific garments and accessories are sought. Lately Vogue Business he defined it the go-to destination for Gen Z fashion inspiration but, through the trend platform’s internal tool, it is possible to discover the great trends loved by women every age groupand even what each of them are looking specifically in this time.

Autumn wardrobe: 10 (shopping) moves are enough for a refresh of our style

Here are the most interesting (fashion) objects of desire at the moment in Italy for each generation, and the reference inspirations on the Autumn-Winter 2023/24 catwalks.

18-24 years

With the first drops in temperature, the youngest are looking for the warmth and softness of UGG and shoes with faux fur lining: regarding the specific keyword, there was a monthly growth of 100% and an annual growth of 200%, which shows a growing interest in the style proposed by the brand. The corset is also particularly successful, especially in reference to the 90s style inspirations Vivienne Westwoodand the pants most hated by boomers continue to be very popular: i cargo pants.

25-34 years

Although shoes with fur are also particularly sought after by girls between Gen Z and Millennials, we also find them in this age group the more “old school” Mary Janes, both in models and outfit ideas. But the footwear of the moment seems to be the moccasinswith a growth of over 800% in the last month, while in clothing the versatile wins hands down blazer: the latter is sought above all in the tones of grey (with a growth in searches of 600%).

35-44 years

Among Millennial and Generation X women there is a lot of search for sophistication and comfort: the jumpsuit is an example of this, but above all the jacket/cape, which has seen 100% growth in the last month. In the top 3 of the search terms of the moment we also find the high bootsabove the knee, with related style ideas with skirts and mini dresses.

45-54 years

Women of this age group are looking for great classics to reinterpret, primarily the tweed jacketwith 100% annual growth as a search term, followed closely by suit and suit long skirt for the winter season. Maybe, for the chicest occasions. Surprisingly, like women between 25 and 34, there is a growing interest in Mary Jane shoes.

Over 55

(Future) consumers aged 55 and over are looking first and foremost for comfort and functionality in fashion options. The cardigan knitted is the most popular item of the season, together with the classic long coat and enveloping: both related search terms recorded growth of +70%. The symbolic accessory of the moment, however, seems to be the leather bag in the larger versions. Furthermore, like women aged 35 to 44, the elegance of the jacket/cape It’s all the rage in this age group too.

Regardless of their generation, anyone should be and feel free in their style choices. And if market logic increasingly meets this intrinsic need of human beings – despite being purely commercial – so be it.