footwear designed for
the aging foot
ABOUT THE PROBLEM
New Attitude's entire history has been working with people with an Altered Identity. As the population ages, we will all acquire to some degree changes in our anatomy and experience an “altered identity”. New Attitude has had direct experience working with this type of client and understands the strategies people seek to help them "reconstruct" their identity as their bodies change.
Several researchers such as Erving Goffman, Kathy Charmaz, and Kathleen Bogart have examined how individuals negotiate their self-concept when confronting a change in their physical body and one of the resources people turn to is fashion.
Footwear is not only a fashion choice that enables the user to display and signal their identity, it is also a bio mechanical devices enabling mobility and having profound influence on health of the musculo-skeletal system. Do people with compromised foot anatomy need to forego wearing beautiful shoes when the proper fit of the shoe becomes more of a necessity?
the market
THE OPPORTUNITY
In the U.S. alone, women over 50 control $15 trillion in spending power, accounting for 27% of all consumer spending. By 2030, women are expected to control much of the $30 trillion wealth transfer from baby boomers to younger generations. This demographic shift represents a massive market potential.
Additionally, women over 40 represent a major, high-value consumer base in the designer footwear market, acting as a key driver of luxury spending due to their significant disposable income and influence over household purchases. This demographic controls a massive share of wealth and frequently prioritizes quality, comfort, and brand longevity over fast-fashion trends.
The typical luxury shoes (pumps, mules, sandals) favored by this demographic often range from $800 to over $1,300 per pair, according to 2026 data on brands like Saint Laurent, Ferragamo, and Roger Vivier