If you thought your DISCO days were over, MAXINE GORDON has news for you.

BY next year, more than half the women in Britain will be 40 or over and already marketing people have a name for this group.

Meet the DISCO generation - Discerning, Increasing years, Stylish and Comfortably Off.

Although they may have crossed the Life Begins At... threshold, they don't feel much different from when they were in their 20s.

They still love looking good and spend their disposable income on clothes, cosmetics and Chardonnay.

However, they are more accepting of their figure and more realistic about the kind of fashions they want to wear; they want clothes that fit and hide "problem" areas such as tummies, upper arms and big bums.

They still like shopping on the high street, but have swapped H&M for Hobbs and Warehouse for Whistles.

Quality is their watchword.

It is this generation of women who retailers are desperate to attract, none more so than M&S. The struggling chain store has launched a variety of new clothing ranges aimed at this specific group, including its Limited Collection featuring the Danish supermodel Helena Christensen, a daughter of the DISCO generation herself. Other high profile DISCO women include actress Emma Thompson, broadcaster Fiona Bruce, journalist Mariella Frostrup and cook Nigella Lawson.

Meeting the needs of this emerging demographic will be a challenge for designers and retailers who have been focused on the youth market in recent years.

For York University administrator Vanessa Gossage hitting 40 has had little impact on her lifestyle

"I know it's a clich but I still feel like I am in my 20s. I've always loved shopping and buying cosmetics. I suppose one difference is that when I go to Tesco now, I buy its 'Finest' range.

"For clothes, I love Jigsaw. For shoes, I'll drive through to Leeds to go to LK Bennett or Russell and Bromley. I want quality, but also value for money. When I go out for dinner, I want good food and service and am prepared to pay for it."

Vanessa, 41, who lives in South Bank with her husband, Patrick, is also a fan of beauty treatments.

"I've noticed that there are a lot more places in York now where you can go to have your hair done or for a facial. Some hair salons offer both, but I prefer it when they are kept apart, then I feel it's more of an occasion."

Diets and strict exercise regimes are also off the agenda for Vanessa.

"You get past the point where you think you'll try to squeeze into a size 12. You buy the 14 because you know it fits better."

Icons of the DISCO generation for Vanessa come from one of her favourite TV shows, The West Wing.

"I love CJ and Mrs Bartlett because they are strong women, smart and quick-witted. I also love Nigella Lawson because she is so sexy and voluptuous - and she can cook."

For fashion, Vanessa still enjoys browsing in the likes of Mango, but is more likely to buy something from Dorothy Perkins, Next or Gap. Interestingly, she is not impressed with M&S. Her verdict: "It's just horrendous!"

Sounds as if Marks has some way to go to put the spark back for this DISCO dame.

Updated: 10:35 Tuesday, February 08, 2005