Sales of sultry lingerie among older women are booming in Britain
thanks to the glamorous 40-somethings of “Sex and the City 2” and
“Cougar Town,” retail chain Debenhams reported.
The hit TV show, and forthcoming
movie, featuring the bedroom antics of women in their 40s and 50s and their
much younger partners, is being credited with a rise in demand for lingerie
from women of the same age, Debenhams said.
The department store said a
nationwide analysis of the most popular lingerie styles from October 2009 to
April 2010, revealed that women over 40 have given the more seductive side of
the lingerie industry a big boost.
“Positive female role models
in this age group such as the women in the Sex and the City movies and
Courteney Cox in TV’s Cougar Town are giving the women confidence to splash out
on themselves,” Debenhams head lingerie buyer Annette Warburton said in a
Women over 40 were rediscovering
their figures, often after having children or getting divorced.
Previously, the store said, the
main purchasers of cleavage-enhancing bras, basques, thongs, stockings and
suspenders, have been women in their early 20s.
“With women’s 40s being touted
as the new 20s, and lingerie designers stepping up to the mark to feed this
demand, it’s a market we expect to see grow further in the future,”