‘Cougar effect’ drives lingerie sales, thanks to sexy role models like Courteney Cox in ‘Cougartown’

Saturday, May 1, 2010

Sexy lingerie isn’t just for twentysomethings anymore. The eager buyers of lacy stockings and luxury undergarments are women in their 40s and 50s who’ve been inspired to step out of their sensible bras and panties by onscreen role models such as Courteney Cox and Kim Cattrall.

Retailers say “Sex and the City’s” Samantha (played by Cattrall) and the TV show “Cougar Town” (which stars Cox) are driving the risqué undergarment market among women of a certain age, according to the Daily Mail. And these middle-aged shoppers have more spending power than women 20 years younger.

“Women in their 40s are being touted as the new 20s,” Annette Warburton, head lingerie buyer for a British chain of stores, told the Daily Mail. “We definitely expect the market to continue to grow in the future.”

She added that the increased lingerie sales to older women indicate that these women don’t think getting married and having kids means shelving their love life. “Positive female role models in this age group, such as the women in ‘Sex and the City,’ are giving the women confidence to splash out on themselves.”

At UK chain Marks & Spencer, which recently introduced a lingerie line aimed at women older than 45, the most popular styles are the raciest.

“We launched the Portfolio lingerie brand this season because there was a clear demand for sexy, flattering underwear for the 45-plus market,” said M&S trading director of lingerie Frances Russell, according to the Daily Mail. “We have recently introduced sexier shapes such as the cheeky Brazilian knicker, and that is selling particularly well.”

Source: www.nydailynews.com

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