Talking with a group of women in their late 70s/early 80s at the Botanical Gardens in Birmingham was like spending an afternoon with your best girlfriends--whatever their age or life stage.  We talked about every topic under the sun and laughed enough to earn at least one more laugh line. 

One topic that drew quite a bit of serious conversation was that of apparel.  "Clothing seems to be one extreme or the other--either too young or too old," one woman said.  "It really should be ageless," said another.  All expressed frustration finding clothes that fit their petite frame or stature. They also bemoaned the fact that they neither want to look like their grand kids or their grand mothers, and yet most clothes available today seem to serve both audiences and avoid the women in the middle. 

Dresses and shoes seem the most difficult categories for them to find stylish options.  "We don't need to be covered from head-to-toe just because we are older," said one.  "But we also don't need bare shouldered dresses or mini-skirts." 

In a true testament to their agelessness, the women talked about the utter lack of work-out apparel options that were age-appropriate yet stylish.  "Everything's the same...black pants with a colored stripe."  One woman suggested that Target had some cute work-out clothes.  Another said she liked to shop there with her grand kids.

For all those marketers who cut off their age range at 49, I challenge you to think differently.  There is a lot of interest and need for your products among women who are just getting started at 50!