Blame it on the neon yellow boldness of Ali G or the sartorial elegance of Shellsuit Bob, but the blurring of the lines between fitness clothing and fashion has helped one major sports retailer to achieve record sales.
JD Sports has just announced an 80% hike in its first-half profits as sales of sportswear boomed on UK high streets.
Trainers were the top seller, as brands such as Adidas and Nike regained street-cred levels not experienced since the 1990s, but much of the £46.6m profits also came from throwing shapes – yes, sales of yoga clothing and Pilates gear as the trend for stretching and strengthening exercises continues. JD Sports’ Finance Director commented: “We are doing better than ever with ladies’ wear.”
He also attributed some of the stores’ success to the over-50s, adding that JD has also benefitted from increased participation in sport in middle and old age.
So, if you are in the business of selling fitness wear, than best get ready, steady for the grey-stampede – because the findings on heath and fitness in older age are now so conclusive that motivated seniors are set to become a force to be reckoned with.
Yes Retail is getting ready for nifty shades of grey coming our way!
Recent studies into the health of participants in the National Senior Games in the US of A, revealed that the athletes’ fitness levels were up to 25 years younger than their real ages – which were are high as 100 for the oldest competitor.
Older fitness lovers have already helped to significantly expand the cycling market and in every Zumba class and gym across the country seniors are leading the way.
Of course, it’s not only retail giants that are reaping rewards from the old age renaissance – in stores, too, age is proving to be no barrier to job success.
DIY chain B&Q was one of the very first to capitalise on the skills of the older population by recruiting them on to the shop floor.
Now, however, other retailers have followed its example, recognising that a diverse workforce is better able to meet the needs of their customers, not only as Store Assistants and Customer Advisors but as discerning Brand Analysts, Buyers and Regional Managers.
As life expectancy climbs and pensions diminish, more people of retirement age are looking for jobs in retail as a way of supplementing their income, simply meeting people and retaining their sense of daily achievement.
Meanwhile, stores that cater for the grey pound are also flourishing.
Footwear chain, Hotter, which specialises in selling shoes that are both fashionable yet comfortable, now has more than 70 branches across the UK and 80-year-old Mary Berry, the poster girl for senior achievement, has boosted sales at homewares company Lakeland and several High Street fashion chains when items she’s worn on Bake Off have, well, sold like hot cakes.
If you work in Retail today, the chances are that your colleagues and your customers will be a much more diverse bunch than they were even a decade ago, when fashion stores were off-limits to anyone over 40 and no-one under 65 would ever have dreamed of buying wool for knitting.
My, how times have changed. Now, where were we? Ah, yes, making my new Tae Kwon Do outfit – knit one, purl one, knit one . . .
Search the latest Retail jobs now.