Marketers Highlighting Our Aging Fashion Icons
An Adweek article reports that “according to consultancy A.T. Kearney, people over 60 make up the fastest growing group of consumers in the world. In 2000, the 60-plus population globally was 600 million; by 2010, it had swelled to 800 million, and by 2050 it is expected to hit 2 billion.” In terms of the fashion industry, young 20-somethings have been leading the charge over the years; however, marketers are now realizing the importance of highlighting the older generations of women. With greater spending power than the millennials and a higher propensity to purchase high-end, luxury goods, brands are making an educated move with integrating a relatable generation into their campaigns. The aging population has been gaining some attention in more ways than one lately. With stars like Kelly Osborn, Nicole Ritchie, and Kylie Jenner opting to dye their hair grey, this shift in appreciation is certainly making a statement. Although the Botox tightened segment still receives a great deal of attention, the world is learning to appreciate the natural process of aging and the beautiful women behind it. This integration of older women by some of the world’s most highly esteemed brands is huge step in the right direction. To learn more, click here.