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According to a report from the highly respected NPD Group, 65% of online apparel sales belong to women ages 35 and older. But as Christina Binkley from WSJ.com comments on the trendy social media fashion sites that exist out there, “… the sites present youthful styles like that pin-tucked T-shirt and tights to a grown woman headed to the office on Monday morning, they can seem downright disconnected.”
When asked why the fashion industry continues to focus on ages 18-34, David Grant of ShopFlick (and formerly of Fox TV) responded:
It felt right because it’s what I’ve been doing all my career.”
Mr. Grant is 53.
Not to take the fashion crowd too much to task for virtually ignoring women 35 and older (especially ages 55-64, the fastest growing segment), but too often it seems that the industry can’t see the forest for the trees. The Internet, combined with societal shifts and a changing economy, will be a major force in the “great shake-out” of companies that do what they’ve always done, vs. businesses flexible enough to invent (and re-invent) themselves in ways that cater to the majority market.
Do you know of a company that has launched – or re-invented itself – to target the 35+ female customer? Share them with readers in the Comments section below. Lord knows we need as many shining examples as we can find.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
Ignored is right. We’re trying to do a better job of marketing to the older woman. In fact, in some cases, much older. We’re finding that more and more grandparents are either raising their grandkids or providing a major positive influence in the lives of their grandkids. Grandmothers are heavily involved in sending their grandkids to camp but camps haven’t done a good job of targeting this growing market.
MM, there are some make-over shows on cable (???) that feature real women … and we all know that you girls put in some serious pre-dawn work “getting ready” while us guys do the triple S in 10 minutes and are out the door and on the road.
Michael and Grimey, thanks for commenting. I believe you’re right. Today’s grandmother isn’t your granny from days of old, and is so involved in the raising of extended family, both from a cultural and financial standpoint. I think one of the reasons more marketers haven’t been targeting older women is because they’ve been so damned quiet! They are not a generation that’s going to be shouting about “equal opportunity” in marketing. But they have fanatical loyalty for brands that recognize their importance and treat them with the attention they deserve. This is an untapped market online that any smart business person should focus on for future profit. It’s a market segment that’s only going to grow as Boomers get older.
Chicos should have a blog. I think that they cater to the 35 and older crowd… okay 45 and older.
If the average age of a first time Grandmother these days is 48 years old (add up if a 23 year old average age of a 1st time mom in 1970’s and average age of a first time mom at 25 in the 2000’s), it sure seems like Grandma’s are getting younger.
Most are working, have discresionary dollars to spend on grandkids. Most are online. Alot!
Does Chico’s have a blog? Why not?!
Good thought, Chris. I don’t think Chico’s has a blog (can’t find one, anyway). And not only that, they don’t have a Facebook presence! That is surprising, especially given the age group that is using Facebook. They’re saying they just had a great quarter overall, but most of that is due to layoffs and cost cutting. If they don’t get with the social program, they may get left behind.
Excellent point, Michael. There are so many industries and areas that are ignoring a strong core market – grandparents. I hadn’t thought of camps, but that’s a definite YES. I see I need to get my own head out of the norm and think about all the different types of purchasing grandmothers influence. Wouldn’t it be great if there was a camp out there that had a “grandparents” section to its website? Let me know if you know of one.
That’s weird. “PB’s” comment is a direct copy of mine earlier. Hmmm. What’s up with that?
M.
You are a sharpie, Michael – I had missed that completely! I’ll revise my comment to reflect your excellent insight and will delete PB’s (looks like I have spammers already!). Sorry I missed out on your point – must have had a senior moment.
I can’t say that I specifically know of companies that has launched/re-invented itself – for the 35+ female. Being a 40-something year old woman, I know it is downright hard to find anything decent on the internet for myself which is really kind of sad. I see a lot geared at teens and twenty year olds, some things that a young 35 could sport, but it really does seem like we have been forgotten.
Oh No! I am 35. So what, now I am old? I love being this age and I feel that the pressure to buy certain brands or look a certain way has gone.
I know who I am, what I like and what I want. You will have to work extra hard if you are going to market to me. Maybe that is why no one is trying. Great blog post Michele.
You’re so right, Judy. Most marketers (about 98% of them, I’d guess) keep thinking in terms of “demographics” rather than “value-graphics” – that is, what’s going on INSIDE the customer. We have our work cut out for us!
Thanks for adding your comment!
Michele, can we talk on the phone? I have something to share. Email me a day and time… with the thought that Tom and I are deep in preparing for our road trip to CO.