Analysis Of Marketing Strategies For The Elderly Clothing Market

Although the number of old people is increasing, our old age is still increasing.

The market is very cold.

In the market, children's clothing stores, which are specially designed for small emperors, are very common. The boutique houses targeted at young people and young people are all in a hurry.

In view of this situation, we conducted a questionnaire survey.

Through this survey, we found: elderly clothing

The development potential is huge, but there are still many problems. The development of this market should aim at the special needs and buying habits of the elderly, and adopt appropriate marketing strategies.

Business opportunities in the elderly clothing market

When asked if it is necessary for the elderly to dress up, the survey results show that the number of people who think it is "necessary" and "more necessary" accounts for 71.6% of the total number. This shows that a considerable proportion of the elderly pay great attention to their image, not as people imagine that they lose interest in clothing with age.

The findings of foreign scholars have also proved this point. As early as in a 1992 survey, American scholar Jackson concluded: "the expenditure of the elderly on clothing is not affected by age. In terms of the relationship between clothing expenditure and income, the elderly in the United States and other people are the same but not the same."

In our survey, clothing expenditure ranks second in the expenditure table of the elderly, second only to food consumption.

At the same time, the survey on the monthly income of the elderly and the average monthly income of their children also surprised us: the average monthly income of the surveyed elderly consumers was 687.2 yuan, slightly higher than the average monthly income of their children 632.3 yuan.

This is enough to explain that the description of the old people's "low income, no purchasing power, mostly living under the average living standard" is lacking in factual basis and has caused great misleading to people.

In fact, the average per capita income of the elderly is lower than that of the young and middle-aged, but their disposable income is much more than that of the latter.

1, the savings of the first half of the elderly become a huge source of wealth.

In the old age, people's tendency to save will gradually decrease. The movable property and real estate accumulated in the early stage will gradually become the source of purchasing power, and consumption will play an increasingly important role in the life of the elderly.

2, the elderly do not have long-term debt burden.

In foreign countries, this is mainly due to the fact that young and middle-aged groups are mostly responsible for buying property debts.

In China, housing system is being implemented.

Many young and middle-aged people who can not enjoy the welfare housing distribution policy are actively saving for the future purchase of commercial housing, or will soon be on the way to buy houses by installments.

However, most of the elderly over 60 are beneficiaries of the welfare housing allocation policy. The housing problem has been solved, and they do not have the pressure of savings in this respect.

3, the elderly without children depend entirely on their upbringing.

Middle aged people and some young people, whose children are young, need to pay for their living expenses. At present, the reform of educational system is being carried out in our country, which also forces young and middle-aged parents to save.

But over 60 years old, their children have joined the work and set up their own families. During the period, the elderly have fewer family members, and most of their income can be used for their own consumption.

Allan, a British scholar, confirmed that if the income per capita, rather than the total household income, was calculated, the group aged 55 to 64 would become the richest consumer segmentation market in the country.

In the survey results, the children's per capita income is "not filled" 10.8%, if the "do not fill" is understood as children have not yet joined the work, no income, also shows that 89.2% of the elderly do not have to bear the expenses of their children.

Modern marketing thinks: market size = population + purchase intention.

The survey results show that: the elderly population is large, disposable income is high, clothing has a strong desire to buy, the elderly clothing market has unlimited business opportunities.

Problems in the clothing market for the elderly

Although the demand for clothing for older people is large, their assessment of the clothing market for the elderly is not very high.

When asked about "how satisfied the elderly clothing market is," only 133% of respondents were "satisfied" and "more satisfied". The remaining 42.3% of the elderly thought "general", 32.6% of the elderly thought "not very satisfied", and 10% of the elderly recognized as "very dissatisfied".

The findings remind the clothing industry that there are still many areas to be improved in catering to the preferences of older consumers and providing marketable clothing for the elderly.

This survey shows that the most important problem in the clothing market is the "single variety" and the proportion is as high as 44.7%. The second place is "obsolete" and the proportion is 42.7%.

Many elderly people fill in the questionnaire and reflect: "now there are special designers for children and young people's fashion. According to the changing seasons and the changing trend, new styles are constantly being introduced, but the clothing of the elderly is a pattern for many years."

Followed by the third place is "body discomfort", the proportion of up to 420%.

This seems to be a difficult problem faced by the elderly at home and abroad.

According to University of Arizona's survey of 7000 elderly people in the United States, as the age increases, the physique of the elderly will generally change as follows: because of spinal compression, the height of the elderly may be reduced by 3~4 inches; the waist will become thicker; the hip fat will increase; the buttock sagging; the abdominal protuberance; the shoulders will bend towards the front side, and the head will lean forward.

The general clothing manufacturers only enlarge the size of the clothing for the elderly, but loose can not bring the perfect fit.

University of Arizona's survey also showed that 76% of the elderly reflected the discomfort of clothing mainly in the chest, waist, abdomen, buttocks and upper arm parts.

Therefore, in a 1997 report by American scholar Bonne and Roseller, it was pointed out that in order to suit the changes of the physique of the old people, the existing garments should shorten the length of the front and the sleeves on the original pattern, change the position of the shoulder joint to adapt to the bending of the back, increase the radian of the sleeves and the shoulder joint to match the already turned shoulders, and for the protruding abdomen, the length of the front and rear skirts should be modified so that the two sides are more consistent from the side.

Other issues raised in turn are "monotonous colors" (35.6%), "high prices" (25.7%), and "poor quality" (14.9%).

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Developing the clothing market for the elderly

1, product strategy - comfort, and more to meet different needs.

"Comfort" is the preferred factor for the elderly to buy clothes. Therefore, the producers should choose cotton and linen and other soft texture materials on the fabric.

"Solemn" and "vigorous" are second and third respectively, which seem to contradict the mentality of the elderly. On the one hand, they want to show their wisdom and calm in the years, and they are reluctant to part with the passing years.

Another 16.3% of the elderly chose "outstanding personality", and 14.5% of the elderly chose "Popularization". This shows that age can not be used as the sole criterion for measuring the elderly market. The elderly group does not have the same identity, and can be further subdivided according to their educational level, occupation, income and character.

In addition, many respondents wrote in the remarks column that they should have the function of thermal insulation and health care, which is also a direction for the development of elderly clothing.

2, the price strategy - moderate price, can not blindly follow the cheap.

This survey shows that the quality, price and style of the elderly are the three factors to be considered first when considering the purchase of clothing.

"Price" occupies a very important position in the mind of the elderly, but it still comes after "quality", and "style" is also a factor that can not be ignored.

The elderly have accumulated a wealth of life experience, are rational consumers, and rarely pursue high priced fashion brands as young people do.

Therefore, when pricing clothing for elderly people, they can neither drive up prices nor blindly lower prices. They should pay attention to the price value ratio of clothing, which is in line with the evaluation criteria of the elderly.

3, distribution strategy - set up counters, clothing chain stores for the elderly, increase matching purchase.

When asked about the way to buy clothes, 86.2% of the elderly chose to buy their own products, and the survey results showed that the locations of the elderly shopping mainly concentrated in the big shopping malls and small shops away from home.

The choice of shopping malls is because the quality of goods there is guaranteed, and generally provides better shopping environment and services.

But many elderly people complain that they can't find a clothing for the elderly if they turn around for a long time.

Therefore, we can consider setting up an elderly clothing counter, bringing together all kinds of brand old clothes to facilitate the purchase of the elderly.

At the same time, the elderly are usually reluctant to run around because of their inconveniences.

Therefore, elderly clothing stores can be set up in residential areas, providing elderly clothing and matching shoes, hats and accessories, which can increase the matching purchase of the elderly.

This kind of chain store is not only able to meet its needs, but also can get rid of its inconvenience. It is a better distribution channel.

4, promotion strategy - choose the right way of appealing, and focus on feeling and moving.

As age increases, the eyesight of the elderly will decrease.

In the survey, we found that if the elderly themselves read and fill in, it would be generally time-consuming and laborious, and some would simply give up in half. If they were explained to the subjects and options, they would generally be willing to accept it and proceed smoothly.

Therefore, the written logo and the logo should be enlarged and clearly legible.

Most of the elderly are idle at home, most afraid of loneliness, and most likely to be lonely. They yearn for the respect and concern of the community and family.

Therefore, in all aspects of sales promotion, we should use "sentiment" to move forward and win the elderly consumers in the true sense.

For example, elderly salesmen can be employed to provide more information about the products through oral promotion, and to establish a harmonious relationship with the elderly consumers in order to get rid of their psychological antagonism and to further try to get their trust in the way of "trying and trying".

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