New/Old Boomer Challenge
Remember those old TV announcements, “It’s 10 p.m., do you know where your children are?” Those have come to mind lately as my son Marc, 17, enters his senior year in high school. He, my wife and I have hit the ground running searching for colleges. Like any parent, to me it seems like he grew up practically overnight. But it’s the college search thing that’s really hit home with me lately — namely, that a generation has passed.
This column isn’t about him; it’s actually about my generation. See, my thought process seems to naturally flow from this, “Wow, you’re growing up; you’re almost ready for college,” to this, “Aw man, I’m only a few years shy of 50!”
A growing number of apparel catalogers — and I’m certainly not addressing the Abercrombies or dELiA*s of the world here — may want to rethink how they market to us baby boomers. The numbers don’t lie: The older baby boomers are approaching senior citizenship. And although a growing number of them are going to be more interested in comfort than style, plenty grew up in the rock era. They still want to be fashionable.
Baby boomers, who were born between 1946 and 1964, represent 28 percent of all Americans, have an average disposable income level of $24,000, and average household income in excess of $70,000.
The Numbers Don’t Lie
Needless to say, this generation has big numbers all around. So, say you’ve been doing a nice job selling to 25- to 45-year-olds. Your sales are good, maybe not outstanding, but you’re profitable. Considering that you’re just barely targeting the tip of the boomer iceberg, think about all that money that’s being left on the table. Why not consider expanding your line so it appeals to 46- to 60-year-olds? Maybe create a spin-off catalog just for boomers, offering slightly more conservative, easy-fitting clothes that still have style?
If you do, be sure to speak boomers’ language. And there are a number of multichannel merchants that do a good job addressing fashion-conscious, comfort-desiring buyers in this demographic. On its Web site, A.B. Lambdin, which sells stylish eveningwear, sportswear and swimwear for middle-aged women, offers up 19 fashion tips. Among them, “What’s sexy without being sleazy?” and “Top 6 wearable fall trends.” Stylish, but comfortable — and totally in sync with the boomers.
Plenty of others, such as Appleseed’s and Draper’s & Damon’s, have targeted this age range for years. But some have adjusted to the needs of baby boomers in recent years, while others have not. Some, like Coldwater Creek, Chico’s and J. Jill, have injected the right amount of style to grow (and age) along with their customers.
It’s always easier to focus on women’s apparel when discussing clothing catalogs, but some marketers that focus on menswear, such as Cutter & Buck and Paul Fredrick, also have followed boomers and reaped the benefits. What about you?
Paul Miller
Editor-in-Chief
Catalog Success
