Presentation on theme: "Presented by DAVID WOLFE, Creative Director The Doneger Group We may be GRAY, but we’re still COOL."— Presentation transcript:
Presented by DAVID WOLFE, Creative Director The Doneger Group We may be GRAY, but we’re still COOL
BABY BOOMERS Who are they now? And why are they more important than ever? AGE 43-61
SHOW ME THE · Millennials ( ) $46 billion · · Boomers ( ) $38 billion · · Gen X ( ) $21 billion · $$$
Seniors spend 75% more on vacation than people Seniors buy 41% of all cars, 80% of new luxury cars Seniors earn more than $900 billion in income. Seniors spend over $7 billion on-line, log more Internet hours than teens 50% own personal computers 92% shop on-line, 78% bought on-line SHATTERING SOME MYTHS about Senior spending
THE MARKETER’s MYTH Years Old THE FOCUS Of FASHION WRONG!
18-34: Where Cool Rules Worn, weary, wrinkled and becoming tired instead of edgy
MARC JACOBS: The Very Favorite Designer of the 18-34s
18-34: The never-ending drama of Black Still hot in high fashion but boring as it trickles down towards mass
The Myth: 18-34=BIG SPENDERS NOT REALLY! Average $ s spend $359 on Apparel 36% Less
18-34: Most Receptive to Design Innovation
YOUNG versus FOREVER YOUNG
ILLUSIONorDELUSION Post-Young Syndrome!
GRUPS: They Won’t Grow Up! Young style is now age-appropriate for some “ageless” people.
BUST 36.5 WAIST 32 HIP 38 Eileen Fisher BUST 37 WAIST 29 HIP 39.5 Ann Taylor BUST 39.5 WAIST HIP 42 Chico’s Each of these brands has pursued “the perfect fit” as an attribute. SIZE 12 SIZE: The Big Boomer Buying Dead End ?-?-?-?-?-?-?
New “Fitlogic” Sizing System 4. Example: Jennifer Lopez is a How does it work? SIZE: Searching for a Solution
BOOMER COLORS: Strong Shades Ageless color mean saturated shades, easy to distinguish and differentiate
YOUNGER THAN SPRINGTIME: Who? Age denial as a style
OLDER WOMEN are PLEASED with HOW THEY LOOK Age 33-45… 86% said they “feel as good or better about how they look today” Age 45-54… 79% said same Age 55-plus… 76% said they felt BETTER about their current looks Talbot’s survey:
FOREVER YOUNG BABY BOOMERS Million Americans Years Old
BABY BOOMER BIG SPENDERS! Control 70% of Assets $7 Trillion
RECOGNIZING BOOMER OPPORTUNITIES CHICO’S
BOOMER BONANZA: Cosmaceutical Revolution Youth in a bottle
BABY BOOMERS: Lust for Luxury Boom in fur business
ACCESSORIES BOOM for BOOMERS
BOOMER SEX APPEAL: Grown-Up Glamour
BOOMER ROLE MODELS: Wanted Dead or Alive Icons of elegance
CURRENT FASHIONS: Fit for a (Boomer) Princess
CURRENT STYLE: Fit for a (Boomer) Gentleman
OSCAR DE LA RENTA: Designer for the Boomer Generation
ELLEN TRACY: Designed for the Boomer Generation GEORGE SHARP
BOOMER TREND: “REAL” (and HAPPY about it!) Old is OK Fashion is Forever !
REAL IS COOL: Forever!
BOOMER COLOR: The Graying of Style Going gray…more flattering than dying dark
Sophisticated style is ageless BOOMER STYLE: Age Appropriate
BOOMER MESSAGE: Old is OK, but not looking old!
THINK BEYOND BOOMER: 70s, 80’s, 90s…and still in fashion
The Doneger Group Presented by DAVID WOLFE, Creative Director TheEnd