Blame it on the flappers. The high-fashion culture of the Roaring
Twenties and early 1930s set a standard that is driving today's
demand for more contemporary lines, fabrics and colours in seniors'
clothing.
"I think that, in the '20s, there was some money around
and people were able to buy clothing and be stylish. But then the
Depression hit, so they wanted nice clothing but didn't want
to pay a lot," says Jeff Alter, president of Silvert's
Easy-Wear Easy-Care Clothing Co. "That developed their expectations
and today we find a market of seniors who are both price conscious
and quality conscious."
Alter, whose grandfather began the company in 1930 with a chain
of small department stores, joined Silvert's in 1979. Now one
of North America's top catalogue and online (www.silverts.com)
retailers of seniors' apparel, Silvert's also operates
a warehouse store and three travelling boutiques that visit seniors'
residences.
Their target market is age 38-75 - active seniors and their
caregivers, including children and spouses of frail, elderly individuals.
Silvert's range of clothing is intended to address active seniors
to immobile, older individuals. As well, their clothing must withstand
the wear-and-tear of industrial washing machines and dryers in retirement
residences.
"We can't use Lycra because it breaks down so we look
for poly-cottons, or polyester fabrics," Alter says.
Top-sellers include the elastic/drawstring rugger pants for men
($43) and for women a back-opening undervest ($15) and nightgown
($28).
There are more stylish options as well. Slivert's brightly
toned skirt suits, with contrasting camisoles, feature half-elastic
waists and stylish, large buttons.
A pastel clamdigger set has side opening capri-length pants and
a back-opening shirt. Conventional pantsuits feature elegant detailing.
Men's gabardine and flat-front slacks offer comfort with back-gathered
elastic waists.
"It's not crazy, but it's contemporary," says
Alter.
At a trim size 8 - sometimes even a size 6 - Jean Godfrey,
95, finds it "truly difficult to find suitable clothes."
A resident of Forest Hill Place, a Lifestyle-owned retirement community,
she prefers a casually elegant style of slacks, blouses and sweaters.
"I like a lot of blues. I can wear red because my hair is quite
white.
"I'm a little bit funny about my things and I think I
have a tasteful wardrobe. But I don't think I could wear today's
modern fashions - sometimes I'm disgusted when I see what
they're wearing," she says of tight navel-baring, cleavage-revealing
styles.
Sinney Sloven's sense of style begins at her toes. "I
don't like flats," says the 85-year-old resident of Forest
Hill Place. "If I dress for Friday night, I like a high, thin
heel with a pointed toe. They also give me height since now I'm
only 5-foot-4," she notes of her previous 5-foot, 7-inch frame.
As a fair-skinned blonde, bright colours and pantsuits are Sloven's
current favourite. Yet she's careful to choose styles that
can dress up or down. "For instance, if I get invited to the
golf club for lunch, I need something casual that also has a dressy
flair."
Yet for seniors with limited mobility, health or medical concerns,
clothing must be functional first. Back- and side-opening gowns
and pants are musts. And clothing companies that recognize this
quiet market are having sales successes when they set up temporary,
mini-stores in retirement homes.
"It's a fantastic service for seniors in residences.
Rather than having to get out to a shopping mall, and deal with
parking and crowds and trying things on in small dressing rooms,
it's nice to know you can shop in the comfort of your own home,"
says Clara Bissett, manager of recreational services for Hazelton
Place retirement residence.
Bissett says that although she's not seen any revolutionary
new fads in the seniors' clothing market, she has seen some
gadgets to help with dressing.
For instance, a sock assistant has a clip that attaches to the
sock, which is then hooked onto a handle or string to help pull
it up. Shoe horns with long, long handles help with shoes, "but
I haven't seen anything yet that helps with shirts or sweaters,"
Bissett adds.
Clothes that are functional but more in keeping with contemporary
fashions is the big message Silvert's hears from its customers.
"Our focus groups have identified a new demographic that is
more fashion conscious than the group before them," Alter says
of the generation before the baby boomers.
"They have told us they don't want 'fuddy-duddy'
clothes. Seniors don't want to be seen as "dowdy,'
Alter continues. And "dark tones and big patterns are definitely
out."
Featured Articles
