Pavers releases Feel Great Footwear campaign kicking off with a brand-new TV ad viewable HERE, which aims to champion women over 55 and recognise them in a space where they’re often forgotten.
Pavers introduces Feel Great Footwear: a celebration of women over 55 who feel misrepresented and misunderstood by fashion industry.
- 73% of women surveyed by YouGov and Pavers don’t believe the fashion industry understands women their age
- 72% of women surveyed want to see more women like themselves in advertising campaigns
- 65% of women surveyed don’t believe they’re represented by the fashion industry
When it comes to understanding women’s needs and style expectations, it’s no secret that women over 50 still feel largely ignored by mainstream fashion brands.
Research by YouGov and one of the UK’s leading shoe brands, Pavers, has revealed staggering results around misrepresentation in the fashion industry amongst women over 55 - with only 19% feeling represented and just 13% believing the fashion industry understands women their age.
Despite 23% of women over 55 feeling like they’re in their prime of life and 33% feeling more confident and active than they did 20 years ago, it seems that brands are failing to celebrate these women in the fashion space with 72% wanting to see more women like themselves in advertising campaigns. Pavers are bringing these women centre stage with their new Feel Great Footwearcampaign.
Feel Great Footwear is a celebration of real women who are living life to the full, comfortably and confidently. By repositioning and refreshing the Pavers brand with a new look and a trailblazing multimedia campaign, Feel Great Footwear aims to champion women over 55 and recognise them in a space where they’re often forgotten.
Pavers was founded by the late Cathy Paver in 1971, providing comfortable and affordable footwear for women who struggled to find well-fitting shoes elsewhere. Cathy’s reason for starting Pavers is just as relevant today as it was over 50 years ago, with the brand continuing to create feel great footwear that combines comfort, durability and style. Starting the business at the age of 43, Cathy continued to work well into her eighties and her legacy is continued by her family who still run the business today.
Speaking of the new Feel Great Footwear campaign, Debbie Paver, daughter-in-law of founder Cathy, said: “Feel Great Footwear is about shoes that are so comfortable you almost forget you’re wearing them, but knowing you still look great. Pavers have always embraced the ‘older’ customer, we understand that they want comfort and demand great style. We meet formidable women everyday in our stores, and this campaign is to represent and celebrate them”.
Watch the embargoed TV ad here and browse the party edit here.
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