Tomima's Blog – Lingerie & Underwear Expert

There was an interesting article in the Wall Street Journal last week bemoaning the fact that most web apparel sites tend to market to the younger demographic.

So, why do they do this?  The answer is kind of funny.  Here we have the cutting-edge Internet using out-of-date demographics that were set up in the 60’s by the advertising industry. Someone, back then, found that successfully appealing to this youthful demographic would create mass appeal and acceptance. 

Let’s look at a few facts here.  First, 65% of online apparel sales are made by women over the age of 35.  Second, look around you.  The ages 18-34 customers are having a hard time finding jobs, many are living at home, and most don’t have the finances to purchase a home.  The money to spend is with the more mature population. 

Being in the now "older" demographic myself, I am more and more aware of what helps a woman make a buying decision.  We don’t so much care that Angelina Jolie was seen wearing it.  Rather, we want facts; especially with lingerie.  More to the point, we want to know if a panty’s rise will be high enough, what other women our size think of the garment, is it durable, what does it look like on a woman who has some meat on her bones?

Well, if I may be so bold as to toot my own horn here for a moment, HerRoom addresses all of these concerns and more.  My team works very hard to provide "fitters comments" on every garment.  Here you will find relevant garment measurements, bra hook counts, and design details.  Our reviews come from real customers – not seeded by employees to build up quantity – and we respond to questions and concerns.  Our reviews also include the reviewers bra size and body type.  Finally, one of the features I’m most proud of are our alternate image views for bras that come in cup sizes DD and larger.  We display a shot of that item on a model who is a 36DD so that the larger breasted woman has a better sense of how it will look and fit.

All this being said, I hope women over the age of 35 know that I welcome you.  And, if there is some piece of information missing to better help you make a decision, I hope you’ll let me know.

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