Fashion Brands Should Not Take Into Account Young People'S Ignorance Of The Shortage Of People Over The Age Of 50.

The millennial generation has become the leading role in the retail industry by virtue of its youth and vitality. In order to attract them, the brand has made every effort to write articles on advertising.

In particular, fashion brand, fresh and young face is the standard of advertising.

They will also be quickly signed by the major brands to become the latest brand ambassadors.

But at the same time, people over the age of 50 are ignored either in advertising or in target groups, because they are carrying a certain misunderstanding.

According to recent data from the United Nations, countries around the world face growth in average age over the past 20 years.

In 2016, British official data showed that the citizens aged 50 to 59 had become the largest age group. In the United States, this age group accounted for 45% of the total population.

However, people who are over 50 years old are often the most affluent.

In Britain, over 1/5 of the residents over the age of 55 have more than 100 thousand pounds, with an average deposit of 47237 pounds, more than two times the total number of deposits in the UK.

Therefore, many brands begin to cultivate loyalty of this group, and let them become their "old customers" to ensure stable returns.

Holland, which is not far from the United Kingdom, is also faced with this situation. In Holland, 3 million 700 thousand of the 17 million residents were born between 1955 and 1970, which surpassed the millennial generation.

In ordinary brand advertisements, there are still few middle-aged faces, especially beauty and fashion advertisements.

Sandra van Vemden, director of MARE research at Holland market research firm, said that the marketing methods for people over 49 are boring and out of date.

"They are actually a very dynamic group. They are different from 20 years ago."

She said.

In 2000, there were special words to describe them.

It means that people who are over 50 years old can still be as energetic and enthusiastic as young people and can charm their lives.

From a social perspective, in Europe and North America, this age group is the first to receive higher education, and they have experienced many changes in their own society.

For example, divorce is becoming more and more common, the number of DINK families is increasing, and how the Internet is rising rapidly.

Close contact with the Internet proves that most of them do not lag behind in acquiring fresh information.

Data from the US Pew Research Center show that over 56% years of age, 50 of Americans are high-frequency users of YouTube, and 55% of them are in use.

On average, everyone uses two social software at the same time.

With the increasing number of retailers using artificial intelligence, middle-aged people are as quick as young people.

CapGemini recently surveyed 10 thousand consumers from 10 different countries. Over 52% of middle-aged people said that AI would not make them feel difficult to use, but enjoyed the convenience.

So they are not so conservative as young people think.

Another bias is their view of fashion.

People have a stereotype for 50 year old people that they can't wear clothes and always wear classic, conservative and wild styles. In fact, they will also pay attention to buying.

Trends, and hope that they look more fashionable.

Though it is hard to see in fashion advertisements.

Community, but social media is a great platform for them to show.

Canadian fashion blogger Mel Kobayashi is 53 years old, but has won 34 thousand fans with colorful and funny dressing style.

Same age group

Editor Alyson Walsh and blogger Susan B also have tens of thousands of fans, and their fans are almost the same age.

The diversity of Quintastics population is also often neglected.

Vemden said that 50, 60 and 70 are quite different three groups. Brands generally call them "people over 50". They do not subdivide young people in general.

And in "

"This book is divided into five types:" love to do "," share "," dream "," dare to do "and" think ", so that brands can make different strategies for different groups in market analysis.

For example, brand loyalty programs need to pay attention to "sharing" customers, because they usually have a solid social circle and a habit of sharing.

But loyalty programs are often hard to push for "thinking" customers because they tend to compare different brands before buying, and pick the one that maximizes profits.