Lingerie for older women is big business
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.














Reader Comments (Page 1 of 7)
8-22-2007 @ 6:42AM
Donna said...
if I had the shapes of the models I wouldn't have a problem buying undies.
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8-22-2007 @ 6:45AM
deb said...
are you kidding? I have a slim figure but did you see the underwear they sell? I'm in the 50-60 catagory.
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8-22-2007 @ 6:53AM
Karen said...
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.)
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8-22-2007 @ 7:22AM
prf said...
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.
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8-22-2007 @ 7:25AM
craig said...
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.
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8-22-2007 @ 7:42AM
pat. said...
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!
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8-22-2007 @ 7:45AM
Deborah said...
35 is considered older now? And an annual income of $90,000???? What about something for older women in the REAL world?
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8-22-2007 @ 7:49AM
Susan said...
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!!!!
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8-22-2007 @ 7:56AM
iamhotandbig said...
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.
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8-22-2007 @ 8:08AM
Rosanne said...
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!
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8-22-2007 @ 8:09AM
joyce said...
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.
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8-22-2007 @ 8:17AM
Sonya said...
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!
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8-22-2007 @ 8:29AM
kathy said...
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!!!
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8-22-2007 @ 8:41AM
catherine said...
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!
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8-22-2007 @ 8:42AM
Jeanie said...
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.
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8-22-2007 @ 8:49AM
bjcombs2022 said...
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!
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8-22-2007 @ 8:52AM
RunawayPoster said...
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!
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8-22-2007 @ 8:54AM
denise said...
amen to all of you for speaking the truth!!! i'm 35 and certainly don't consider myself an "older woman" i've always disliked that phrase. we're all beautiful no matter what size or shape we are. i'm a bbw who loves her curves but isn't about to pay $64 to them off. i can go to target or walmart and buy something for $12.97 to show off my curves and get the same reaction from my hubby as i would in one of those pricey numbers. lets make some real clothing for the real women of the world!!!
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8-22-2007 @ 9:12AM
Carol said...
I'm 53 and i'd never consider something so frumpy as lingerie.
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8-22-2007 @ 9:16AM
PB said...
There's no way in H-E-double hockey sticks that I'd pay $64 bucks for something that looks like a cheap slip that I could get at Kmart or Walmart for $7
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