Focusing on the Baby Boomer Generation in the Fashion Industry

Paper Summary:

This paper discusses fashion sales to the over 50s crowd, noting that this particular market is a segment with great opportunity. The paper also notes that there are particular challenges associated with marketing to the over 50s crowd and then proceeds to explain how to meet those challenges through a product analysis and marketing mix proposal. The paper concludes that fashion retailers need to focus on enhancing the shopping experience for the over 50s crowd through wider selections of sizes to be tried on, better fitting rooms, refreshments and a host of other amenities.

From the Paper:

"The aging baby boomers, or over 50s, present a somewhat contradictory profile. On the one hand their increasing conservatism is evident in increased sales of retirement planning financial products. They demonstrate a decided preference for department stores and well-known names such as Marks & Spencer. There are many conservative characteristics to their purchasing habits."

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