Redefining Brand Relevance for Women Aged 45-70

Challenge

Helping a leading fitness apparel brand understand the needs and motivations of women in their 40s, 50s and 60s to identify opportunity spaces and drive long-term growth.

Our client noticed that this demographic was showing signs of reduced brand engagement, while younger guests were entering the fold, creating a widening age span. The challenge was to understand the diverse needs of women aged 45-70, who are navigating life transitions such as perimenopause, retirement, and caregiving. Many in this group feel a sense of invisibility as they age, known as the ‘Invisible Woman Syndrome.’

Approach

We took to the streets and conducted a Competitive Landscape & Market Scan, focusing on brands, products, and services relevant to women aged 45-70. Our research spanned athletic apparel, shopping experiences, exercise, wellbeing, and community-building, while also exploring standout offerings from adjacent categories like banking, beauty and healthcare. Working quickly and agilely, we prioritized key insights that would inspire innovation and fill critical knowledge gaps. The goal was to provide a foundation for our client to redefine its relevance for this demographic while aligning with their existing qualitative research.

Impact

This research illuminated key opportunity spaces where our client could innovate to better serve women aged 45-70. We identified best practices from leading brands, both within and outside the apparel category, offering inspiration for future strategies. Our insights were seamlessly woven into our client’s existing qualitative research, elevating their overall understanding of the target audience and their needs.