Usually lookbooks are put out by hip clothing labels that appeal to stylish young people, but for Fall/Winter 2009, Japanese brand Unused decided to put out a lookbook with a hip older gentleman as the model.
The effect is actually pretty cool. They styled the gentleman the way that they would style a younger model, with whimsical but cool results, further cementing Unused as a hip clothing label.
Implications - As baby boomers are retiring, many of them will have amassed much more disposable income than younger generations. Though fashion companies predominantly cater to the youth, they're now trying to extend their market into older generations of consumers. Other industries should follow suit and incorporate features into their wares that will appeal to older generations.
Key Themes Behind This Trend
- Boomer-focused Fashion
- Fashion brands can seek to appeal to older generations by featuring older models and styles in their lookbooks and campaigns.
- Cross-generational Marketing
- Marketers can broaden their appeal by targeting not only younger generations but also baby boomers whose disposable income can be significant.
- Rebranding Aging
- Companies can attempt to change the perceptions of aging by showcasing older individuals in a stylistic and fashionable light.
Where This Applies
- Fashion
- Brands in the fashion industry should create advertisements that showcase older generations as well as younger ones in order to attract a wider demographic and encourage intergenerational fashion.
- Consumer Goods
- Consumer goods companies can target older demographics by incorporating features and designs that appeal to them and promote longevity.
- Travel & Leisure
- Companies can design and promote products and experiences that can be enjoyed by individuals of all ages, thus encouraging intergenerational travel and leisure activities.
