The Cougar Consumer

   By drodriguez  May 05, 2010
19

Could 40 be the new 20?  According to lingerie retailers, more and more women in their 40’s and 50’s are choosing lacy and racy rather than the steadfast comfortable cotton these days.  Popular television shows like Sex in the City and Cougar Town are said to be the reason women in this age group have been driving lingerie sales up. 

With 40-something role models like Courtney Cox from Cougar Town and characters from Sex in the City wearing satin and lace, women are thinking of themselves as sexier.  Annette Warburton, lingerie buyer for a British chain of stores, discusses why these actors are good role models for women.  Warburton tells the Daily Mail that women of this age group are realizing just because they are married and have children it does not mean they should forget about their love life.  She goes on to say that role models from shows like Cougar Town are giving women the confidence they need to see themselves in a different light.
 
In the past, the majority of lingerie consumers were women in their 20’s but now that women in their 40’s have stepped up retailers are scrambling to cater to the new age group.  And since women in their 40’s usually have a bigger budget to spend on lingerie than women in their 20’s, retailers know how important it is to take notice.  Marks & Spencer, a popular UK chain, recently launched a popular lingerie line targeted to this age group and have found that the most popular pieces are the raciest. 

What do you think of the new trend of women in their 40’s buying lingerie?

Do you think shows like Cougar Town and Sex in the City have something to do with the new trend?

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Orchid25 by Orchid25 | RINGGOLD, GA
May 06, 2010

I don't care how old you are when buying lingerie (as long as your old enough), and do it tastefully around your husband/mate... just don't wear it in public lol

madforjourney by madforjourney | ZEPHYRHILLS, FL
May 05, 2010

I have no idea why there would be a trend of over 40 lingerie buyers, but I have always loved being sexy and dressing that way for my man :) I don't plan on stopping that anytime soon! I am always on the lookout for nice things to make things interesting for the one I love :)

pjclayton57 by pjclayton57 | Oceanport, NJ
May 05, 2010

We ARE sexy so why not dress sexy! Every woman should embrace the Goddess within her and be happy! I love lingerie; it makes me feel wonderful and I am in my 50's! Little mental pick me ups do wonders for a woman's state of mind, state of sex appeal and her overall well-being and lingerie is one of those pick me ups! Those shows may have something to do with it for some, but personally they don't. I have always enjoyed it!

basilandcatnip by basilandcatnip | GARLAND, TX
May 05, 2010

A woman should wear things that make her feel pretty and confident, and that she loves, no matter the age. I think Sex in the City made us more label aware. Both shows just remind us of what life throws at us, the ups and downs, to have fun, we don't have to grow old before our time, and how we come into ourselves as we age.