For decades fashion retailers rode the Baby Boomer purchasing wave as they started, advanced and continue their careers. They were the first generation of educated women who fully intended to join the professional ranks, often putting off child-rearing to later in life or never at all. Consequently, they are the most-travelled, wealthiest and most independent women ever in the westernized world. Retailers are always looking for unmet consumer demand and opportunities. This large demographic still offers opportunity for companies that don’t fall in the trap of underestimating her, by addressing her with one broad brush.
This is the misconception. As all women age, they no longer want to show their figure and take fashion risks. They want cheaper quality and want to disappear into a decorative tunic. I won’t name names, but you all know the colorful, “soft” retailers that subscribe to a stereotypical formula and have hit a ceiling in an aging market. The customer for this type of merchandise is already well-served.
How could brands that target an older customer fail with a burgeoning aging female population? There are many lifestyle and niche markets in men and women of all ages from extremely conservative to fashion-obsessives. It is critical to understand the lifestyle and persona of the target audience and have realistic expectations of the demand.
Many 45+women still have great bodies, a sophisticated fashion sense and plenty of disposable income. They care about their appearance. Many customers don’t want to identify as old and reject the brands that imply it. The designers and retailers who subscribe to a one-size fits all image of this age group are having their matronly hat handed to them.
I know many stylish women in their 40-80’s, that won’t set foot in the well-known specialty stores and sites that target a “so-called” aging consumer with their floaty tops and frumpy pants. In fact, the softer the body, the more flattering structure becomes in a garment. Companies need to consider their specific target woman, values, taste, income and needs.
Of course, people’s bodies change as they age. All apparel companies in any category, have to target an age/body type for their consumer. They have to develop a standard fit, but not necessarily safe product to go with it. In some sense, the notion of a larger fit only for an aging population is becoming debatable, because of rising obesity rates in younger people raised on whipped caramel lattes.
There are fashion-forward contemporary brands such as Theory, Vince, Lululemon, Diane Von Furstenburg, AG, Joie to name a few, who are enjoying great success because they work for a wide range of body types that relate to their brand. Unfortunately the list is short. There is also a male boomer who wants stylish age appropriate contemporary merchandise. Brands like Hugo Boss, Theory, John Varvatos, Robert Graham, AG and Michael Kors are appealing to this ageless male contemporary customer. I believe the men’s business is experiencing robust sales because young men are adopting more dressed up looks for an edge in the job market, the major trend toward slimmer silhouettes and the 45+ customer who is fit, has money and doesn’t want to look old.
Why have shoes, bags, accessory and beauty products been the standouts categories for years? Partly because these are the democratic categories, in which all women can participate. There is a redundant oversupply of apparel in the market. Opportunity lies in forward, casual, flattering merchandise that accommodates an aging body. It may be a tad longer, less clingy and revealing, but maintain a serious sense of style, quality and sophistication. Simplicity is always in good taste. What is age-appropriate? Appropriateness, more than anything, is a flattering fit.
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The Dix & Pond Blog, by Stephanie Bernier is the blog of Dix & Pond Consulting, a Boston-based, company that consults on business strategy, trends, creative direction, brand experience, product development and merchandising. Clients include retailers, apparel, footwear & consumer companies. CONTACT US TODAY!
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