Andrea Wilson, vice president and strategy director who heads up the luxury practice at iProspect, a digital performance agency, spoke about “Affluent Influencers: How Marketers Can Understand Their Generational Differences & Tap Into Their Authority.”
She disclosed the latest survey results and how the affluent influencers, a subgroup within each of the three generational groups, Millennials, Gen-X and Baby Boomers, have three important elements going for them that marketers might want to keep in mind. They have financial means, attention and authority within their peer group and access to information and platforms to voice their opinions.
Affluent influencers in general have an annual household income of a minimum of $100,000. By gender, 60 percent are male and 40 percent are female. By ethnicity, they are mostly white, with greater diversity in the Millennial and Gen-X generations.
Among the differences by generation, Millennial influencers need to be accepted and have the approval of others. For them, friendships are most important, and they’re motivated by money, making frequent impulse purchases. As for lifestyle, this group is very social, Wilson said, noting that they are also “very digital,” and make online purchases daily, often on their mobile phones.
Wilson said while those in the Gen-X group don’t need as much approval as their younger counterparts they need more than Boomers, but also value their friendships. “They make impulse purchases, but money is not the best success measure,” she said. This group is slightly less active in their social networking. They make purchases weekly and get their news digitally.
The Baby Boomer generation does not need the approval of others, and while they too value friendships, they are the ones who calculate their spending, “preferring to spend to save time.” Wilson said this group is the least active digitally, preferring to socialize in person. They make much of their purchases on a monthly basis, with most online shopping done at a desktop. This is the group that is most likely to read the print version of newspapers.
As for do’s and don’ts when targeting the different age groups, one has to capture the attention of Millennials quickly, and marketers can’t ignore the mobile channel. For Gen-X, mobile is still important, but marketers should invest in search and content, and this group likes to research products. The Baby Boomers also spend time doing online research, but since they’re most likely to read the print version of newspapers, Wilson’s advice is “don’t overlook local newspapers” when targeting this generation. And since this group isn’t as digital as their younger counterparts, “don’t expect them to start social conversations” online.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)