Lilly Pulitzer - Big Idea

“I’m doing what every woman dreams of doing at this age: travelling the world, wearing amazing clothes, being pampered and meeting fascinating people. It’s such fun. As long as I’m in good health and am in shape and people keep asking me to do it, I’ll keep going.” -Maye Musk


In today’s growing retail market, we predominantly see two things:

1. Excessive advertising directed towards Millennials and Generation Z
2. A clear message that a woman over the age of 50 is no longer interested in
being fashionable as she ages.

However, when it comes down to statistical research and speaking to these women firsthand, both marketing methods are being used all wrong. What’s missing? Marketing to a new generation of “older” women who are ready to look as young as they feel! The facts are, in order to continue moving forward with clientele of all ages, fashion brands must consider: who they’re talking to, how they’re saying it, and where they’re putting it.

According to Hitachi Consulting, 74% of physical stores are targeting consumers 19-38 in order to maximize sales from mobile and digital. First things first… whether it is a commonly known statistic or not, Americans over the age of 55 account for 41.6% of consumer spending , and earn 1.3x more than Millennials . So, tell me again why we, as an entire industry, are guilty of neglecting this demographic? This is not to say our younger generations should not be heavily considered, but there is an achievable balance across the audiences. When considering Gen. X in marketing, sensitivity, depth and longevity must be addressed.

Sensitivity: The last thing a woman ever wants to be told is that she is old. Many
products geared towards an older age group, however, clearly express the challenges that come with age. This consumer is looking to be viewed just as capable and ambitious as the 22-year-old sitting next to her. Language and visual representation need to support this mindset.
Depth: The mature consumer is not simply looking for an enticing visual to help her decide on purchasing a product. She, too, wants innovation. She is looking for a story. She requires product transparency. Period.

Longevity: Let’s face it, the only reason fast-fashion is actually purchased is due
to limited fund constraints. No consumer is looking for a one-time wear, especially Gen-Xers & Baby Boomers. They see longevity in their own lives, so why should the same mentality not be applied to the products they invest in?

Not only the verbiage of communication needs to be carefully selected, but also the digital platforms being used. It is certainly a misnomer that those over 50 are not using social media. In actuality, 69% of consumers between the ages of 50-64 and 40% of consumers over 65 are active on social media . Which ones are most effective for communicating with these two age groups, you may ask? Facebook and YouTube. Boomers respond more positively to written content and video, whereas Millennial users see strong value in a singular image.

As the attitudes of women continue to strengthen and shift, so does the definition of femininity. Women can feel feminine in any style they choose, but this is not the attribute that should be driving a campaign. Attitude is the factor at hand. Bridging the gap between 49 and 50 is purely attitude-based. More recently, products are being created based on the mindset of a woman at any age, presenting the need for marketing to follow suit. Over-50s social media influencers are one tactic that speaks to the demographic at hand. They see relatability, inspiration and the union of a generation through these influencers, such as Lyn Slater and Maye Musk. The positive response resonates throughout generations, as well, as Millennials and Gen. Z consumers see that a woman truly can do anything she dreams AND at any age.

Lastly, based on a 2018 study conducted by JW Intelligence, we are able to see what drives this demographic, referred to as the “Elastic Generation ,” to purchase. In reference to women between the ages of 53 and 72, two of the relevant components analyzed are ageless retail and audacious style. When we speak of ageless retail, this encompasses a relaxed, welcoming retail environment to shop, non-age defining store aesthetics and various experiential elements for women of any age. Moreover, it is crystal clear that the majority of the above women never want to be “out of style” in anything they wear or do. She requires pieces that allow her to exude confidence, flatter differences in body-type and maintain style at any age!