Lingerie for older women is big business

Posted Aug 16th 2007 at 1:31PM by Deidre Woollard (Subscribe to Deidre Woollard's posts)

Filed under: Fashion

Most lingerie is made for the young and lithesome but a former Starbucks exec is cashing in by targeting women 35-60 years old who have an annual household income of at least $90,000. The Seattle Times profiles Victoria Roberts who runs a lingerie line called Zovo, a collection of loungewear, robes and lingerie in 100 percent silk and cotton.

The brand was started just two years ago, and will soon be available in some Nordstrom stores. They also have an online shop. The chemise shown here sells for $64. Why the name Zovo? I have no idea but I am sure she didn't want to "Victoria-ize" anything since a certain lingerie giant has pretty much cornered the market on that.

Source

Tags: lingerie, nordstrom, victoria roberts, zovo

Reader Comments (Page 1 of 7)

Donna 8-22-2007 @ 6:42AM

if I had the shapes of the models I wouldn't have a problem buying undies.

Karen 8-22-2007 @ 6:53AM

In going to the website, I saw NOTHING designed for anyone over 40 who has an extra ounce of fat on her! All the models are young and superslim, just like Vicky's Secret. How does this qualify for "older women"? (This from a still sexy, newly remarried 55 year old.)

deb 8-22-2007 @ 6:45AM

are you kidding? I have a slim figure but did you see the underwear they sell? I'm in the 50-60 catagory.

mrdickieweed 8-23-2007 @ 4:45AM

I think that this is a fantastic idea....just because a woman gets older doesn't mean that her sex appeal diminishes....I in fact am only attracted to women over seventy, and my choice in their bedroom attire runs to hip boots and those high school cafeteria hair nets....WOOOOO-HOOOOOO!!!

prf 8-22-2007 @ 7:22AM

How is this lingerie made for "older ladies?!" I went to the website and saw only the same thongs and barely-there lingerie that Victoria's Secret sells.

craig 8-22-2007 @ 7:25AM

I agree with Karen, Deb and Donna. All the models are slim......I am happy with my lovely wife. Does she need to be thin? She needs to be happy with herself like we all should be. We need to work on ourselves from the inside out not the outside in. One of our first few times together we went to Vicky's and she bought one of the bras there....she is completely with her purchase and buys only Vicky's bras. Vicky's allowed to be fitted properly. Of course a person needs to look for what is right for them.

single rob 8-22-2007 @ 9:27AM

Ladies,
I prefer mature women that don't look like or dress like they are in their twenties. Any takers for a date? Rob

pat. 8-22-2007 @ 7:42AM

are you kidding me??.. prove to me those perky boobs belong to a 40+ woman!!!.... notice how they don't show their faces?... heheheheh.. can't fool us!.. the lingerie looks like something right off the Victoria's Secret runway.
over 40 is beautiful... (spoken as a new 43 year old who is no longer available.....woo hoo!!!!!)...it would be nice if someone really DID come out with a line for women who may not be as perky and firm as we were back in the day!

Deborah 8-22-2007 @ 7:45AM

35 is considered older now? And an annual income of $90,000???? What about something for older women in the REAL world?

Susan 8-22-2007 @ 7:49AM

I'm 48 and there is no way my body would fit into that silk chemise. I need underwire to hold my girls up there...Try making some sexy chemises in a size 14 with some breast support(underwire and lift) and then you will have a winner!!!!

iamhotandbig 8-22-2007 @ 7:56AM

oh yeah what ever woman wants butt floss at 60 yrs of age i do not think so , sorry but i am not buying this baloney white 100 percent cotton undies that cover my a s s please that come in a package for about 8 bucks looks better then this s h i t.

joyce 8-22-2007 @ 8:09AM

Thanks Deborah. First, why does Victoria Roberts think you need to be in the $90,000 income bracket in order to want to wear nice things?

I am 71, in good shape and feel like 45, and would wear a chemise like the one featured. But would I pay $64 for it? I don't think so. Let's get real.

Rosanne 8-22-2007 @ 8:08AM

I would say the target group for this underwear would have to make a bit more than 90k. I make that much, but still have to pay for things like gas and oil and mortgage, etc. I shop at TJ Maxx and buy my Calvin Kleins for 3.99 and they suit my backside just fine. I find it absurd to spend $84.00 on a pair of panties. People must have moneu to burn!

Sonya 8-22-2007 @ 8:17AM

I went to the website to see what everyone was talking about. It looks just like VS to me. I thought that I was going to find something really designed for the older woman - wrong!

kathy 8-22-2007 @ 8:29AM

I'm 54 and I still have a nice body, but the prices are outrageous. I'll continue to buy my Armani or Jockey thongs at 3 for $28 or whatever else is on sale. Also, if you are going to cater to us older women, let older women model. We don't want to look at lingerie modeled by someone with "our" body from yesteryear!!!

Jeanie 8-22-2007 @ 8:42AM

I don't think they did their market research. Very nice items, but no different or more targeted to older women than any other lingerie sellers out there.

catherine 8-22-2007 @ 8:41AM

Dear LORD!!! It would take 2 men and a small boy to find a thong on this 50yr old body....Lets get real, design something suited to women who have come to terms with their age, and bodies.....no matter where gravity has taken them!

Maria-Danielle 8-22-2007 @ 11:06AM

This lady, Victoria Roberts, has lost it....hasn't she? By the good Lord's Grace....I will see the ripe old age of 41 in October, and I have to say....I didn't see anyone bodies on her page that even began to look as if they were a day over 25! Sorry, but; I wouldn't dare waste my money on her lingerie. I am part of the big and beautiful crowd (18), and I have been able to find beautiful lingerie in my size at my favorite stores, (JC's, Macy's, even Sears), and some other places. And to Ms. Roberts I have to say this: I'm not, nor will I ever be, impressed with Vicky's Secret.

bjcombs2022 8-22-2007 @ 8:49AM

Obviously, the lady that started this company does not live in the real world! $90,000 income, model figures? Has she read what the average body size is? Hellooooo! I shop Nordstroms, but wouldn't waste my time looking at her items!

RunawayPoster 8-22-2007 @ 8:52AM

Puh-leeze! This truly borders on insult, to think that you still have to be "older" and itty bitty to fit into/look decent in this stuff.

This is why we women have body image issues. Look at what they cater to!