Changing Demographics

Over 55 Consumers

Margaret Ordonez and Linda Welters

Summary by Ashley Mancuso and Alexandra Byrne

The elderly market segment is the fastest growing and least catered to in the U.S. In the year 2100 an estimated five million Americans will be over 100 years old, in comparison to the 65,000 who are centenarians today! The over-55 age bracket is increasingly healthy and fit. The desire for retailers and manufacturers to target this group has been established. Now comes the question of how to go about doing it. Dr. Welters and Dr. Ordonez presented advertising, marketing, and styling strategies that attempt to solve this dilemma.

The lack of clothing is one of the biggest problems of all. Who wants to spend money on apparel that does not appeal to you? The sad thing is that little fashionable clothing is available for the aging population. Color and comfort are among the two most important aspects of design, and need to be addressed when creating a line for the elderly.

Older people are looking for good role models like 73 year-old Julia Alvarez, U.N. ambassador from the Dominican Republic. She wants more attractive and professional clothing for herself and others. She thinks that baby boomers will not settle for "dowdy". She recommends that older women do not wear sleeveless shirts, short skirts, and one-piece dresses. She thinks that pantsuits and bright colors make good style choices. She wants the social ostracism of elderly people to end. One way to do that is by wearing stylish, yet comfortable clothing.

Dr. Ordonez, who cares for an elderly mother-in-law at home, pointed out that medium-intensity colors look best on older people. Pastels seem to wash them out, and dark colors appear too harsh on skin that has lost some of its pigmentation. Classic styles are ideal because of their timelessness and quality. This age segment has the ability and desire to pay for garments with good quality and durability, and shops at department stores for the brand names. Because of the many bodily changes that occur with age, comfort plays a huge role in the decision to buy a garment.

Some options that Dr. Welters and Dr. Ordonez suggested were adjustable fit, wear testing the apparel before production, the use of knits, and elastic waistbands in the back of garments. Once the line has been produced, marketing and advertising are the next crucial factors. There are many factors that need to be kept in mind when targeting the aging population. First, they are less dependent and more autonomous, and prefer habit to novelty. This group has fabric and fiber knowledge and shops at department stores. Finally, their age barrier needs to be ignored. They are just as important as every other consumer, and don’t wish to be reminded of their age as a distinguishing factor.

With all of these suggestions and ideas, the apparel industry should try to change their present ways. Retail sales are now declining in younger markets so the elderly market should be taken more seriously.