Mature women in 2020 want cotton clothing to wear in the Australian long hot, humid summers.
Australia has a growing mature women’s clothing market in 2020 that has moved into cotton natural fibre clothing away from man-made fibre. Clothing that is made by natural fibre is now is a high demand for mature women in Australia. The number one reason for this is because of experience from the women who buy clothing in the tropical hot climate of Australia, women aged over 60 tend to feel the heat more than a younger woman. Mature women do not want clothing made from polyester any longer they want cotton, linen, silk, rayon and modal all of which are natural fibre, all these fabrics breathe. When the day time temperature is in the mid to high 30s, it is too hot to wear clothes that are made from man-made fibre such as polyester that does not breathe.
During the last decade, many brands of our clothing have been made using the printing process called digital printing; this process is using expensive technology of colour printing that gives intense colours. The end result of these prints cannot be obtained by using standard mill machinery, this is why digital printing cost much more than the standard printing process, but the end result is beautiful pieces of clothing with beautiful colours and design. Digital printed cloth is usually printed on natural fibre such as silk, rayon and modal as the end result is much better than polyester.
Natural fibre colour is now sold by most major brands as the demand has far outstripped the demand for polyester, clothes made from cotton sell quickly because they can be worn in all types of weather and situations, cotton shirts and cotton tops are the number one selling item in Australia today for the mature market to be worn over pants and shorts. Cotton cover-ups are also popular to be worn over swimmers, and as day dresses, the other important point for women is non-see-through clothing, mature women do not want clothing that you can see through, mature women do not want to see there bras and panties under their clothing and nor do they want to wear slips and undergarments so you cannot see their bras, so its important the brand sells clothing that is not seen through. Claire Powell sells wonderful tops and dresses made from a natural fibre that is all non-see-through for this very reason, plus Claire Powell specialises in digitally printed clothes for the beautiful prints and colours she is now known for.
