The full potential of Baby Boomer shoppers remains untapped by Australian fashion labels.
Scratch the polyester surface of this unsettling activity, and it looks like the older women’s appetite for fashion is shrinking – but beneath the lining is a more layered story.
“There’s nothing worse that walking into a store to be ignored by a twenty-something or, even worse, have them tell you that the dreadful top you just tried on looks amazing.” Grant’s magpie approach to labels is common among Baby Boomer shoppers. An openness to trying new brands is a strong characteristic of consumers aged over 60, according to Associate Professor Bernardo Figueiredo, positive ageing lead at RMIT Centre for Organisation and Social Change.“They are open to trialling new brands, and they may initiate a long-term attachment at any age, and when they do switch to a new product, they are likely to remain attached,” says Figueiredo.
In February, aspirational Australian brand Camilla and Marc featured Penelope Seidler, making her modelling debut aged 85, in their advertising campaign. “The bold and old fashion customer is out there, you just don’t see them as often in the marketing,” Grant says. “Things have improved, but it could be so much better.”
“Our 50-plus customers are redefining their mindset of what it means to be youthful, and we’re evolving our brand to resonate with their dynamic, forward-thinking perspective,” says Sandra Kennedy, Sportscraft general manager.
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