HALMEK up and ハルメク研究所 conducted a survey of fashion awareness among 370 women aged 40 to 65. The findings showed that preferences are shifting toward comfort, with 95.6% saying that clothes they wore around age 30 no longer suit them.
The survey was conducted by HALMEK up and ハルメク生きかた上手研究所 among female HALMEK up members nationwide aged 40 to 65, with 370 valid responses. The survey period was from 28 August to 1 September 2026. The results showed a tendency for the feeling that clothes no longer suit the wearer to become stronger with age, while the most common clothing-selection concern was “I always end up choosing similar clothes.”
In particular, 95.6% said that clothes they liked around age 30 no longer suit them. By age group, the figure was 58.5% for ages 40 to 54, 75.2% for ages 55 to 59, and 78.6% for ages 60 to 65, showing a tendency to rise with age. “My body shape has changed” and “I feel they are not suitable for my age” were tied as the top reasons.
The most common clothing-selection concern was “I always end up choosing similar clothes,” at 60.3%. This was followed by “I tend to choose clothes that cover my body shape,” at 40.3%, and “I do not know what clothes suit my age,” at 34.3%. In terms of spending, the average annual clothing spend was highest among those aged 60 to 65, at ¥142,594, while the overall average was ¥125,910.
Regarding future interest in fashion, 67.8% said they want to try new styles. The most common specific responses were “I want to find new styles that suit me,” at 65.3%; “I want to enjoy clothes that suit me precisely because I am getting older,” at 61.4%; and “I want to make use of color analysis and body-frame analysis,” at 56.2%.