Carakasi and her partner, Steven Boutrous, said goodbye to a successful women's fashion wholesale company to embark on a new way of doing business. They wanted to leave behind wasteful, fast fashion dictated by boutiques and department stores, to sell directly to consumers (DTC) who value fit, comfort, style, inclusive sizing, and sustainability.
By selling online, Stella Carakasi DTC—the company has the same name as its designer—could sell classic, sustainable fashion that appeals to women over 45 and fits them well.
Who said you can't teach an old dog new tricks?
Many women over the age of 45 feel ignored by the fashion industry. Most designers focus on trendy fast fashion tossed after wearing it for one season. Mature women want to be stylish, wearing classic designs that flatter their shape and size and can be worn year in and year out. They are looking for value as well as style.
While the fashion industry primarily focuses on younger women, mature women are still an important market segment. They are a growth market. Their share of the U.S. female population is growing while the under-45 demographic is shrinking. Being in their peak earning years, with few financial obligations, like raising children and paying for their college tuition, women over 45 have more discretionary income than their younger counterparts.
Yet, most clothing is designed for slender young women with hourglass figures. Designers need to remember that most women wear size 12 and up and have...
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