We love the picture (below), created as a publicity stunt for a new website. Congratulations to them for getting the subject out there in a way we have been trying to do since the launch of our website, 60&Sensational, in November 2009. It’s just that our budget for marketing was a bit less than theirs!
Any business which doubts the wisdom of making better provision for women in the baby boomer age group should take a look at the latest research from Mintel: according to the market research organisation, UK women aged between 50 and 69 buy more designer fashion and luxury goods than any other group, while the over-55s also control about 80 per cent of the country’s wealth – a sum that is estimated to grow to £6.4 billion by 2014.
Unlike the newly launched website, we believe the high street DOES deliver beautiful clothing appropriate for women who don’t want leather shorts and Lycra bandage dresses; the fabulously on-trend fashion available to buy on our website PROVES that. But many businesses seem fearful of MARKETING to an older demographic because – we assume – they are frightened of deterring a younger clientele. Which is ironic, given the fact that the spending power of the youth market is so much weaker than that of baby-boomers.