Fashion Circles In Europe And America Fight For Elderly Customers

If you think only a woman of 40 can shake herself into a 30 year old appearance, the conclusion is too hasty.

Ladies and gentlemen, let's take a look at this year's Cannes Film Festival Palme D (Or) award winning movie "Amour", which is a love story between two retired music teachers aged more than 80.

Last December, Iris Apfel, a 91 year old fashion icon, and Phil

The company MAC has launched a cosmetics series. This year, Jimmy Choo launched a shoe named after iris Phil. In July this year, Lanvin hired a 82 year old Jackie Murdock (Jacquie Murdock) as a model at the latest product promotion conference, the first time Jackie Murdoch herself was a model.

The wonderful drama is still behind.

At the beginning of this year, the 84 year old Daphne Selfi (Daphne Selfe) was a cool figure of pop star Madonna (Madonna) at the beginning of this year. She wore the Jean Paul Gaultier cone bra of sister Na to make a big bra campaign (Big Bra Hunt campaign) for the organization of Oxfam; the 77 year old Danish model glee Lee (JE) served as the hero of the advertising film; the 81 year old Carmen, DELL Ollie Faith, took part in the latest advertising film of Delwa (HON), a Belgian luxury handbag company.

Many of these elderly people also appeared in Ari Seth Cohen's blog Advanced Style, which specializes in the streets of New York, Cohen.

The fashion blogger's blog has become the material of the book "Advanced Style", which will be released and published in the beginning of this year, and will be filmed in 2013.

All of this leads to the question: can these 80 year old women turn 20?

"I don't think it's a fashion trend, but a trend - a more positive evaluation of aging and the elderly," Cohen said.

The reason for this is simple: it is reported that in the United States alone, there are more than 78 million and 60 years old and baby boomers generation (who are born in the period of high birth rate in 1945--1960). They control 70% of the US domestic income and have extraordinary purchasing power.

"Ideas seem to be changing slowly. Advanced Style, The Women" s Room, and That "s Not My Age and other blogs emphasize the fact that women's age does not mean that they lose interest in fashion," said Jane Kellock, a British fashion forecaster and a British fashion forecaster.

"I sincerely hope that hiring older women to shoot commercials is only the beginning of the real awakening of the concept of aging, rather than a fashion trend.

But I don't think a fashion brand has publicly declared that its target audience is elderly women.

This is indeed the case.

Fashion companies have not yet designed brands for senior citizens, though some designers have found that the design of brands for the elderly is profitable.

"I don't know why fashion companies hire senior models, but I know it's from an artistic point of view, not from a business strategy," says Fanny Karst, who, four years ago, resolutely established The Old Ladies Rebellion for older customers.

Today, her model lineup includes heavyweight figures such as Andere Andr e, born in 1925, French interior decorator, and Joan Burstein, founder of Brown department store.

Custer said, "these women look great and look good in everything."

"Nowadays, no brand is willing to openly admit or design products for senior citizens. In the past, people did not encourage me to do so.

But these elderly women are also beginning to realize that they have become the objects of public attention and criticism in the streets, "Custer said.

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Brands such as Eileen Fisher, Tao Bo (Talbots), Antel (Ann Taylor), Chico s, Ralph Lauren (Ralph Lauren), Ali Shi Fagafaga Bong (Liz Claiborne) and other brands are beginning to get involved in the old brand.

House of Fraser, in collaboration with Marie Mary (Portas), has launched a series designed for women over the age of 40.

Gap also launched the Forth and Towne series to try to seize the market, though two years later the brand was out of the market.

"We can't ignore the baby boomers," said designer Maria Maria Grachvogel.

"They are a group of strong women who rely on their own efforts to become outstanding people in all walks of life.

As a female designer, I want to design clothes for these strong women. As a leader in all walks of life, their spirit constantly inspires me.

Retailers are also aware of these old people's super purchasing power and constantly developing products that meet their needs.

Carmen Busquets, founder of CoutureLab.com network, agrees: "retail stores like Naiman Marcus (Neiman Marcus), Marcus" (Bergdorf Goodman), Harold (Harrods) and Sax Fifth Avenue (Saks) have been in good service for the elderly, but it is not high enough to talk about this matter. "Carmen"

Designer Corrie Nielsen said: "

From ancient times to the present, young models are mainly used for publicity and promotion.

Instead of hiring older people, publicity will bring ripples on the market and have strong implications for brands.

The challenge now is how to sell the brand to a wider range of consumer groups, especially those with considerable purchasing power, but still strive to maintain a youthful image to attract media attention from young consumers.

"It is a misconception that clothing must be seated at a certain age," Grice said.

I have witnessed the same dress. The more than 20 year old lady looks young and fashionable when she wears it, while the more than 60 year old woman looks elegant and fashionable when she wears it.

But now we have to consider the increasing number of older women. "When these old ladies wake up in the morning and feel that they are holding extraordinary purchasing power, you need to be careful!" Busquets said.