NEW YORK — What are fashion labels loathe to do? Take aim at baby boomers as their primary marketing target, for one thing.
Despite the plentiful lip service they’ve paid to focusing on the affluent boomer — a consumer now 36- to 57-years-old who spends more on women’s apparel than any other age group — most fashion marketers are persistently targeting a twentysomething or teen customer with both their designs and advertising. It’s a reality that stands in sharp contrast to a growing number of other businesses, including food, fitness, cosmetics, personal care and pharmaceuticals.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"