Many retailers serving the over-50 crowd have struggled thanks to a lack of fashion options for this key demographic. In my latest Retail Rap column, I discuss some of the challenges facing retailers in this sector and what we can expect to see as time goes on.

I’ve been thinking about this a lot and have found myself asking the question: Why have so many retailers geared toward such a promising demographic not performed well? Because the reality is that women’s fashion in particular — Talbots, J. Jill, Orchard Brands — have all struggled. I think the issue is style — or lack thereof. In my opinion, this is a demographic that has not been particularly well-served in terms of fashion or styling. Over-50 doesn’t have to mean conservative, dowdy or frumpy. The inability of certain retailers to understand that has been problematic.

Check out the full article from my recurring column, Retail Rap, at Chain Store Age.