Women's Fashion - Online

GO weekend away 2This week the Editor of silverlinksnetwork spoke to Online fashion boutique Gray & Osbourn about their business.

It was 1989 when top London fashion buyers Kate Gray and Sandie Osbourn had the idea to bring what they considered to be the best of each season direct to the customer. Between them, they'd been buyers at Harrods, Harvey Nichols, House of Fraser and Selfridges. They created a small, dedicated team, an office was found on London's Oxford Street and the business was born. It was called Classic Selection and the mailing list had less than 500 names on it (the internet was still in underground military bunkers). By 2001, they considered the name Classic Selection had begun to feel rather old fashioned and hardly appropriate for a company committed to keeping fashion fabulous at any age, so they rechristened themselves Gray & Osbourn, made yet another office move and a little while later, launched online. 

Gray and Osbourn conducted a survey recently that may be of interest to our readers. It has revealed that 40 plus women looking for a weekend away favour UK travel hotspots over destinations such as Paris or Barcelona. The brand’s survey results saw 80% of female respondents name the UK as their favourite getaway for the weekend.

Amongst these women, UK locations that featured highly were London; as well as the beautiful landscapes of the Lake District, Cornwall and Yorkshire. Within the last two years 23% of women surveyed, confessed to taking 3-4 weekends away, whilst 17% have enjoyed 10 or more short trips.

The survey also found that these women were fashion conscious when travelling. When asked to state their ‘must-have’ item of clothing for a weekend away, 35% chose either a stylish scarf (Including. wraps, shawls, pashmina’s or ponchos) or a chic cardigan. With Britain’s ever-changing forecast, the modern lady wants to make sure she’s comfortable on her weekend getaways. The art of packing allows women to confidently combine fashion and practicality, accentuating her style with statement essentials.

With key items to suit every aspect of her life, this survey highlights that today’s forty plus woman still wants to be confident and stylish. When travelling, a ladies wardrobe is an affirmation to her love of fashion and active lifestyle.

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Fiona Holmes, Managing Director at Gray & Osbourn, said:

“It’s clear from this research that our core demographic enjoy a varied and culturally diverse lifestyle. From frequent weekends away to spending quality time with loved ones, the Gray & Osbourn lady is always finding interesting ways to enjoy life. This survey closely reflects ladies fashion choices, picking key and stylish pieces that match their lifestyle.

With our fashion forward approach, we want to ensure that our customers find real inspiration for all their travel and leisure adventures. Learning more about our customer's travel habits allows us to identify with their needs. Ensuring that our customers look and feel good for every occasion is important to us and insights such as this help to ensure we are delivery fabulous fashion.”

Fashion for 40+ women is very much a talking point amongst older women who feel that most of the recognisable High Street brands get it wrong. We all recall the attempt by Mary Portas to create a range for older women which she retailed through Selfridges. There was not universal agreement at the time that she had got it right. The whole episode was the subject of a TV series. Gray and Osbourn feel that they have steered clear of the obvious pitfalls and have adopted a buying policy which produces a collection with high levels of approval. You have to judge that for yourselves. So follow the two links and reach your own conclusion.



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