"The baby boomers (who are currently the middle-aged) make up the largest demographic out there and the better a company can market to them, the higher their profit and popularity will be....
This generation of men don't consider themselves old (everyone is always saying things like "50 is the new forty" or "60 is the new 50" when referring to age). If you market something to them with any indication that they are a member of the aging, elderly population, your ad will definitely fall flat and turn this demographic away.
The middle-aged man is somewhat of a complicated demographic. There are many factors to consider. The key is to find the right balance of old and new. Once the baby boomer demographic is tapped effectively, any company will benefit from this huge group of consumers". See full article.
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| The Sartorialist |
Is the problem of reminding a man of his age perceived as insuperable? Is it that men are not interested in fashion beyond a certain age, or do retailers assume that we all want to dress as teenageers, in trainers and baggy low-slung jeans?
The answer, of course, is to sell some good classically-designed clothing to young and old alike, rather than simply concentrating on the younger market to the discomfort of others. A few of the larger retailers who seem to me comfortable with this are Paul Smith, Ralph Lauren (although the unnecessarily youthful marketing of their Rugby stores doesn't appeal to me), Mr Porter and (at the more budget end of the market) Massimo Dutti (links below). Maybe, with some of these businesses, the presence of middle-aged men at their helms keeps their marketing inclusive!
What do you think? Do you agree? What other fashion retailers aim successfully at middle-aged and older men?
Once again I turn to The Sartorialist, who took the shots below, to show the stylish older man in all his glory!
