The Coat Report: Coats, Jackets, Blazers and Cardigans Women Over 40 Would Buy

Which outerwear do women over 40 actually want? This report scores every coat, jacket, blazer and cardigan outfit on how readers reacted, checks it against the other outfits in the same article, and sets it beside 13 polls on what readers say they would buy.

Key findings

• 47% would buy a wool coat, ahead of the trench (29%), leather jacket (16%) and puffer (4%).
• 74% vs 24% camel beats grey when real coats are shown; camel is also the top wardrobe-base coat colour (54%).
• 78% love share for the trench, the highest of any coat in photos; the cardigan is lowest at 53%.
• 63% vs 4% the puffer is liked in photos but almost nobody would buy one.

What’s inside

• 20-page PDF report
• Love share by coat type, colour, silhouette and footwear, with and without “mistakes” articles
• Same-article index for every outerwear feature with 95% ranges
• The reasons readers give on coat outfits (“too frumpy” is 26%)
• All 13 coat, jacket, blazer and cardigan polls
• Dataset: Excel workbook (images, love share, feature index, reasons, polls, by article)

Sample and method

Coat type and colour are read from each image’s descriptive file name; colour is only assigned when stated. No coat type is called above or below average unless its range clears 100.

Who uses this

Outerwear and knitwear brands, buyers planning autumn and winter assortments, merchandisers, stylists and fashion journalists.