London Collections:Men took place last week and showed the best of British menswear to the world. It's wonderful to see how the event grows each year with foreign sales increasing and British brands having a high standing in the US and Asia. However, I continue to be puzzled by the industry's failure to see the largely untapped and affluent market under their noses at home in the UK.
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| Duchamp - one of the few menswear brands to use older models |
The older man is a demographic that increases in size and spending power every year and the failure to market to this group is short-sighted. A few grey hairs on the catwalks and in advertising would awaken this market, but, Duchamp and Oliver Spencer excepted, the models at this LC:M were again young men in their twenties, many of whom did not even properly fit into the clothes they were showing.
I would urge brands to employ a few grey hairs when casting for future shows and advertising. Older men will then see the possibilities and buy.