When are you too old to shop at Zara?

You can't put an age on fashion. Or at least you shouldn't. The high street and fast fashion businesses all target their directional (and disposable) collections at a wide demographic, even if they favour a younger customer. For years the epitome of a cool wardrobe has remained much the same - mixing designer fashion with high street and vintage - and there is no discrimination if you shop the high street chains as a 20 or 80 year-old.

But, new data shows there is an age limit for the high street aficionado. Tastes change, as do disposable incomes, and the older the shopper the less likely she is to pop into a high street store to purchase the latest on-trend items.

According to celebrity style guide Who What Wear, Ed Dilworth, founder and CEO of consumer analysis agency Insight Rooms, conducted a social engagement survey about Zara shoppers, noting the age of maximum engagement. The survey was formulated in a way that it appealed to 23 to 27 year olds who were the peak engagers, but the findings noted the older the consumer the least likely she was to engage with the brand. Over 27 year-olds engaged less than their younger peers, with engagement falling below 1 percent by shoppers over the age of 33.

While the median drop-off age is 25, Dilworth noted that Zara doesn't have as drastic an age cliff as other fast-fashion brands do, noted Who What Wear. Like other high street chains, Zara "skews young, but the looks include more conservative and classic styles that stretch up into that older range more than the youth brands."

Photo credit: Zara SS17, source: Zara.com