Online Marketing Forgets Older Women, a Key Demographic
By Mary Kate Cary, Thomas Jefferson Street Blog
Why did eveningwear designer Carmen Marc Valvo attend an AARP convention recently? The answer lies in a very interesting piece in today's Wall Street Journal by Christina Binkley discussing online apparel sales to older women:
Are online marketers so youth-conscious — because it feels right — that they're ignoring lucrative markets just when they're most needed? The Internet is neither new nor young. The fastest-growing segment of Facebook users is women over 55, according to the Tracking Facebook blog. And the underlying assumption that young people are still the Web's most fertile market doesn't hold up to scrutiny.
In fact, 65% of online apparel sales go to women over age 35, according to market researcher NPD Group. Among these, the fastest-growing sales are to women between 55 and 64 years old — a boomer population that has always been known for its willingness to indulge.
I was in American Eagle and Abercrombie recently with my daughters, and Binkley has it right: Women my age are the "forgotten market."
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Reader Comments
Cruise Formal Wear
I have recently been perusing cruises. If I am not mistaken there are a lot of retired or soon to be's who frequent cruises. THere are formal nights, often two per week, one usually requiring a gown, and others just a cocktail dress.
Since I see reports of older people having more discretionary income, I am in wonder that the vast majority of formal wear in most stores have plunging necklines and often above the knee skirts, neither of which do I find attractive on many women my age, not to mention that special underwear must also be purchased to fit under such contraptions.
I also would think that there might be more long skirts available and a better assortment of dressy tops and perhaps light jackets.
I had better luck in shopping in bridal stores for mother-of-the-bird offerings, but such should not be the case.
Towanda! and who has the $$$?
I'm 56, want to look hip, but not as if I'm trying to pass myself off for a 21 year old. Besides, Michelle Obama notwithstanding, most arms our age can't stand the exposure. Have you tried to buy anything lately with some lovely three quarter sleeves? Doesn't exist.
After sacrificing (oops, I meant after raising) for three girls now grown, I'm in the market for clothes with wonderful fabrics, that are elegant and sexy at the same time, but don't fit like Jennifer Lopez's body sucking gowns. I have a decent body, but don't work out for hours every day because I have a life to live.
Eileen Fisher offers some people an option, but most of it is boxy and voluminous. We have to find an up and coming young designer who loves his mom to design just for us.
He or she will make a fortune!
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