This is the age when we reach our ‘style crossroads’ in life…

SAM | 6th July 2018


Women reach their ‘style crossroads’ at 40, while men start to find clothes shopping trickier at 37 years of age, according to new research.


A study identified this as the stage in their lives when they feel they can no longer don the clothes they used to – and instead have to ‘dress their age’.


At this point, two thirds become less experimental with what they wear and simply stick to ‘what they know’.


Almost half are too embarrassed to adorn ‘on-trend’ clothing and two in five struggle to know what suits them.


Commissioned by savings site VoucherCodes the research also found 28 per cent think they dress younger than their actual age.


Anita Naik, lifestyle editor at VoucherCodes, said: “For many of us, what we wear is very much part of our identity and how we want to be perceived by others.


“You’d assume that by the time you reach your late 30’s you’ve got your style down to a tee, but how we want to be perceived can change as we get older.


“The results suggest we become a little more subtle with our style as we get older – making us less likely to commit fashion faux pas.”


The research found it’s a myth that those in their 30s and 40s stop trying to keep up with the latest fashion.


In fact the average 35 to 44 year old spends £321.57 on clothing a year – more than any other age group.


But sadly around one fifth of items bought stay in the wardrobe – never to be worn.


Overall men and women will spend a total of £14,210 and £20,740 on clothing respectively during their lifetime.


Men will end-up wasting a total of £2,292 on pieces which end up in the bin or the local charity shop – and similarly, women will spend £3,343 on fashion they later regret buying.


The research also found the typical woman will adopt five different styles or looks and the average man will adopt four – throughout their adult years.


It also emerged four in 10 of us have items of clothing we think we are now too old to wear – although 15 per cent also own pieces they think they are too young for.


Around one third of us are self-proclaimed ‘followers of fashion’.


However, 41 per cent think it gets harder to keep up with clothing trends as you get older.


And more than half actively keep an eye out for fashion bargains and regularly use vouchers online to get discounts on clothing.