Paying Attention To The Consumption Of The Elderly Will Increase By 11 Billion Pounds In The Next 20 Years.

From 2011 to 2018, the cost of clothing and footwear for the elderly in the United Kingdom increased by 2 billion 900 million pounds, an increase of 21%. The data predict that in the next 20 years, the consumption of clothing and footwear for the elderly in the UK will increase by 11 billion pounds, with a growth rate of 60%.

The aging of the population is an important social issue faced by the western developed countries. Providing support for the elderly consumption and solving the consumption barriers of the elderly will contribute to the growth of GDP in the UK. By 2040, the population aged 50 and over is expected to become the backbone of consumption in the UK.

At present, there is a problem of systematic aging discrimination in the fashion industry, which will hinder the consumption potential of the elderly. Although the elderly have huge purchasing power in the fashion industry, the status quo of the fashion industry does not provide much room for the elderly consumption. The elderly group has always been marginalized in the fashion industry. For a long time, the fashion and beauty industry has been in an unintelligible way to refuse to recognize how fashionable the elderly are.

"Age discrimination means that the fashion industry is still difficult to successfully integrate into the elderly market, although the value of the market is as high as millions of pounds." Julia Twigg, author of fashion and age, is also a professor of social policy and sociology.

China's aging industry development report points out that from 2014 to 2050, the consumption scale of China's elderly population will grow from 4 trillion to 106 trillion yuan, and the proportion of GDP will increase to 33%, which will become a great potential market for the aging industry in the world. The results of the National Social Science Fund show that the scale of China's pension industry will reach 219500 billion yuan in 2050.

The elderly children are the main consumers of daily necessities for the elderly. They are more concerned about brand and function differences than their parents, while 44% of the elderly do not care about the brand and are more concerned about the practicality of the products.

Nowadays, the consumption concept of the elderly is different from the past. While enjoying the consumption has become the trend, they are more willing to keep healthy physiotherapy. Spend money on medical beauty. This shows that no matter what the elderly at home and abroad maintain, a young heart and a young body are the basic characteristics of this elderly.

Some luxury brands have used older models in advertising over the past few years. In 2015, Celine, the creative director Phoebe Philo, chose the 82 year old writer Joan Didion to act as an advertising film.

In China, OLAY OLAY launched a series of commercials of "no fear of age, I have a story" in 2019, and invited many women who are mostly under forty years old, who really want to go far to the elderly group, and tell a figure before the camera to represent their "age". This is not the real age, but the number related to personal development experience, in order to pass away the age bias and view the concept of female individual from a more diversified perspective.