The fashion industry still appears to be besotted by the under 25s but as the analysis shows, that is not where the buying power resides.
The article has these lovely “well known fact” statements: “Young consumers (sub 25 year olds) are still considered to be society trendsetters with the power to make or break a brand. This group is also hugely important for helping products gain credibility which in turn generates interest among the older age groups and leads to longer term growth. Last seasons “must haves” are toned down to appeal to 30-40 year olds who tend to show more loyalty to a brand or style than younger consumers who tastes alter with trends that come along.”
This is the first time I have heard this argument employed. To paraphrase: “OK, so they (sub 25 year olds) are not the most important group of consumers but unless they approve of a fashion it will not be bought by older folks”. This is one of those arguments that superficially sounds as if it might have a scintilla of truth but after 5 seconds of considerations is unsubstantiated nonsense. I make this profound statement about fashion being one of the world’s least fashion conscious people.
I wonder it the possibility has ever been considered that that if the same amount of marketing spend that is aimed at the sub 25s, was diverted to the 30-55 range, it would have even more impact!
I would be interested to hear from women subscribers to this blog with their views about women in their 30-55s being reliant on the tactic approval of the young to determine fashion trends. Dick Stroud: www.20plus30.com
Average spend by age
Expenditure by age
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