This year I was fortunate enough to meet a wonderful inspiring woman by the name of Rebecca O’Hearn, the founder of a website which you may have heard of … Smart. Casual. Classic.
A website, refreshingly aimed at the 45+ market age and imperfection is almost the centre point for all it represents and encompasses. A wonderful juxtaposition of style, health, and fashion for the older market.
With a background in Australian magazines and media, she spent seven years with FHM where her position culminated as the Fashion and Grooming Editor. She then went on to be the Fashion Editor of Woman’s Day, and during her time there, Bauer launched Yours magazine for which she became Fashion Editor also. In 2017 Bauer closed the title at which time she directed her passions online to her current website.
Bec describes Smart. Casual. Classic as the “market out there who are starving for relevant content for the mature Australian woman”.
I interviewed her recently and here is what she had to say.
Rebecca O’Hearn | Smart. Casual. Classic.
LM
What is your background and how did you land in the Australian fashion industry?
RO
Fate and perseverance. I returned from living in London and refused to return to my very stable, well-paying government role. I quit with nothing to go to and started temping when a short-term position came up with Smash Hits magazine. Being a music lover, this magazine was my entire world growing up so I jumped at the chance. A reception role became available when I was there and I stayed within publishing, working my way through the ranks.
LM
What inspired you to create your website, Smart. Casual. Classic. and what do you hope to achieve?
RO
My career led me to working with the 45+ market and I’ve never looked back. I’ve absolutely loved the positivity that comes with age and fashion. Some may not think that’s the case but I enjoy hearing women say they only dress for themselves now, no-one else. Or helping a woman get out of a rut. Unfortunately, many retailers aren’t targeting the mature demographic and I’ve had women regularly tell me that they have the money to spend but nowhere to spend it. I hope to bridge the gap for mature women and style trend-driven pieces in classic, wearable ways.
LM
What is your general opinion of the industry in its current state?
RO
From a media point of view, it breaks my heart. Media is doing it tough and there are closures all around us. Fashion labels have had some seriously hard knocks too. I’m sensing (hoping) that there is some stability for now and I encourage everyone to get behind Australian labels if they can.
LM
Do you believe that we have a flourishing industry? Why?
RO
Well I don’t think you need to follow fashion closely to know that designers are going through hard times. But I feel that means we would should only further celebrate the success of those who do well and try and lift one another up along the way.
LM
Do you believe we have compartmentalised ourselves over the years without realising?
RO
Yes. I think we have and I think it’s been very deliberate. If we were a bigger country with a stronger market, there would be room to work separately.
LM
What are your favourite Australian labels and why?
RO
Literally every time I see a piece from Stevie May I instantly love it. It somewhat shocks me how in love I’ve been with Stevie May and for so long now. That’s the only label that I blindly love. I have a soft spot for Alice McCall also. I love playful femininity.
LM
What is your view of the importance of sustainable and ethically produced fashion and how much do you believe people are influenced by this growing ethos?
RO
The influence is growing stronger. The natural flow on effect of the vegan lifestyle, conscientious purchases and slow fashion has been growing in the industry, albeit slowly.
Some people think that’s due to younger buyers being more aware but I disagree with that. Men and women of all ages are changing their shopping habits to align with their values. Again though, it’s slow.
LM
Your website is aimed at women over 45+. How do you regard the relevance of this market in the current climate of the Australian fashion industry?
RO
The over 45 age group could be the literal lifeline to the Australian fashion industry. With an ageing population I am always left baffled as to why this demographic is often overlooked. Politicians have cottoned on that the mature vote is worth chasing, perhaps fashion could wise up.
LM
Do you believe that our current fashion industry is directed to millennials and if so why?
RO
I’m not sure if it’s just millennials but it’s certainly seems younger than 40. I’ve had a unique view on this being 37 and working in an older market. I’ve been able to see when familiar brands push younger and at times, alienate their older customer base, then find themselves in strife fighting a crowded market.
LM
Do you believe that the mature woman is “invisible” to others?
RO
I really want to say no.
But I will say, I don’t know.
We hear talk about the grey-haired revolution; grey is the new black and see occasional 50+ models at fashion week but I can’t help but feel they’re stunts.
Using a 70 year old model in a campaign gets press but we are not as far along to acceptance of age as we like to proclaim.
LM
How do you think Australian brands are now seeing their relationship to mature models and the older demographic? Do you believe that we are behind the rest of the world?
RO
I don’t think Australia is too far behind. It’s more that there aren’t many huge mature models here.
The ones who are are mostly American.
We have a couple well-known mature models but they can’t do all the campaigns.
LM
What improvements would you suggest for brands to open up their demographic generally?
RO
Regularly vary the age of their models (not just token, one-off stunts) but have more openness to all forms of press and collaborate, collaborate, collaborate!
LM
What is your opinion of social media?
RO
I have my preferred platforms and it’s been interesting seeing it turn marketing on its head- seeing a big brand use it incorrectly or a start-up gain so much traction. Social media and Facebook in particular, are part of my business with Smart. Casual. Classic and I plan to ensure it stays a positive and a genuinely helpful destination for women who follow us. I’m certainly not anti-social media.
LM
What do you feel is the greatest thing about Instagram … and the worst?
RO
I love it’s potential for catapulting small brands internationally. I love those stories of the small guys making it big but I am cautious that they’re also very rare.
I think everyone knows that Instagram can play a negative role also. If you’re following all the “perfect” people this could be detrimental to your self-esteem. However, it is up to you to unfollow anyone who makes you feel that way.
LM
What do you see as the role of the influencer, if any?
RO
They clearly have an influential role. I like to believe brands have done their due diligence when paying an influencer so I can only assume they deliver what the brands pay them for and it translates into sales.
LM
How can we see the Australian fashion industry and indeed the global fashion industry become stronger, more relevant and generally more connected?
RO
I think it would be wise to collaborate more.
We are a after all a creative industry with creative minds … we need to get clever and creative together, and watch great things happen.
LM
Amen!
Follow Rebecca | Smart. Casual. Classic. | Instagram
Until next time,
Jade xx
No Comments