* When waiting for a consultant in the CHANEL boutique, I secretly admired a client who stepped out of the fitting room to get a better look at a pink cardigan with a green trim. The consultant was nearby, and they exchanged a few words, but it was clear she didn’t need any advice—this woman knew exactly what she wanted.
* A few years ago, Tiffany & Co. (LVMH) caused a stir with their “Not Your Mother’s Tiffany” ad campaign. Aimed at expanding their audience, they emphasized that Tiffany & Co. fits perfectly into the jewelry wardrobe of the younger generation, (un) intentionally cutting off their long-term devotees.
* Not long ago, in the Prada boutique, I saw a woman dismiss a consultant who was following her closely, saying she didn’t need any help.
* Miu Miu, the buzzy brand of the season, held its latest show under the theme “A Vocabulary of Clothing, from Childhood to Adulthood,” featuring models of various ages on the runway.
What’s the common thread in these stories and in this photo with US Vice President Kamala D. Harris in Chloé (Richemont)? (As someone who has been involved in politics, she influenced me much more to explore the Chloe collection better rather than the boho chic MetGala presentation).
Kamala D. Harris, Vice President of the United States, wears a bespoke deep green floor-length column dress by Chloe to the White House State Dinner in honor of President William Ruto and First Lady Rachel Ruto of the Republic of Kenya.
These stories are all about Gen X (44-59 years old) and Baby Boomer (60-78 years old) women—confident individuals who know what they want. In a world that values diversity and appealing to different groups, there is still a significant lack of appeal to wider age audiences, especially when it comes to women's fashion.
What are the missed opportunities here?
• Alienating Loyal Customers
Brands risk losing their long-term, loyal customers from Gen X and Baby Boomers who have significant purchasing power.
• Lack of Representation
Older women, who often have the financial means to buy luxury items, may feel underrepresented and disconnected from brands that don’t reflect their age group.
• Missing Multi-Generational Appeal
Advertising and fashion shows featuring models of various ages can highlight the timeless and universal appeal.
• Authenticity
Older consumers value authenticity and may feel more connected to campaigns that reflect their life stage and style.
No, I don’t say the focus must be entirely shifted. But incorporating diverse age groups in activities can help luxury brands connect with a broader audience, tapping into the purchasing power and loyalty of older women while still appealing to younger generations.
Miu Miu made a good strategic move—their mini skirts might be on the edge, but the nature of such fashion is aspirational—so they appeal to a bigger audience.
Tiffany And Co. issued an ad campaign for Mother’s Day—a heartwarming marketing trick about jewelry from generation to generation—showing they learned a lesson from their previous misstep.
It’s all about balance x
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I offer consultancy in luxury fahion on e-Commerce; Communication and Marketing; Client Experiences & VIC Loyalty. To learn more click here.