Lina Ko February 17th, 2009
It seems at long last that the fashion industry is getting it – you need boomer models to appeal to boomer consumers! According to The Globe and Mail, 50-year-old Madonna is donning the ads for Louis Vuitton; 52-year-old Jerry Hall is the new face of Chanel; 50-year-old Twiggy is the model for Marks & Spencer; Helena Christensen, in her late 40s, is modelling underwear for Agent Provocateur. The list goes on and on – Ines de la Fresange, a former Lagerfeld muse, just walked the Paris haute couture runways at 51. On TV, former models Cheryl Tiegs (61) and Iman (54) are appearing as hosts and guest judges on shows such as True Beauty and Project Runway. At 42, Cindy Crawford touts her own line of furnishings and 40-year-old Jennifer Aniston was the recent cover girl for GQ magazine.
With the demographic reality of an ageing population, this makes sense as the fashion industry realizes that the disposable pounds, euros and dollars lie in the pockets of a much older age group. Of course, we need to remember that older women now look better – so most mature women models are now proud to let people know their age. The biggest satisfaction for older women boomers must be J. Crew’s recent accomplishments – donning senior citizen Lauren Hutton as its 2009 spring cover girl – and, at the same time, supported by U.S. first lady Michelle Obama and her daughters. Who thought J. Crew can be cool again?
Lina Ko August 5th, 2008
When boomers have made it in the fashion and beauty world, you know they’re no longer just a niche market! The Toronto Star recently reported that boomers continue to exert their influence and are estimated to represent a spending power that’s measured in the trillions of dollars. As Monica Corcoran wrote in the Los Angeles Times, “What middle-aged woman wants to buy a moisturizer from a model who’s too young to order a martini?”
More Magazine, a Canadian franchise magazine for women over 40, was launched just a year ago and is now surpassing its growth expectation. This fall, it will launch a French-language edition of the magazine ahead of schedule. Even modelling agencies are looking for models over the age of 35.
The fashion and beauty sector is probably the cruellest and harshest industry – external appearances mean everything and personality seldom counts. Things have changed, however. Now Rolex watches has employed model Carmen Dell’Orefice, who is in her 70s, to help sell their product in luxurious print ads. “Class is Forever,” reads the tag line. In September, J.Crew will introduce an online section within its Web catalog that features 58-year-old Los Angeles model Pia Gronning. The Danish model, with a 27-inch waist, returned to modelling full-time after a career as a successful interior designer. It was also recently announced that 64-year-old model Lauren Hutton will be one of the faces in Mango’s fall campaign. The Spanish fashion chain says the campaign will be called “We love you, Lauren.”
The current fascination with older models may never supplant our obsession with youth. Designers will still want very young, slender models on the runways. However, it’s refreshing to see the young and the mature models co-existing in this changing world.
Lina Ko September 7th, 2007
Retailers who target baby boomers may make many mistakes before getting it right. Reitmans Canada, the country’s largest specialty women’s wear merchant, announced yesterday that they had failed with their Cassis stores and are in the process of revamping the chain. Last fall, Cassis was launched to cater specifically to 45- to 60-year-old women by offering bigger sizes at higher prices. This concept failed because boomer women still want youthful styles while defying the ageing process, and are also not ready to pay too steep a price for them.
The new Cassis outlets will offer new merchandise that are more stylish, higher quality, better fitting and not as expensive. Reitmans hopes to appeal to boomer women who want to look smart and elegant, but still follow the fashions of the day.
U.S. retail giant Gap Inc. encountered similar difficulties in attracting baby boomers. They closed its struggling Forth and Towne chain in the U.S. after failing to find the right fit for female boomers.
The truth of the matter is boomers may not really want to shop at separate stores. Older women do not want to dress like an older woman. The 50-year-old woman thinks she’s 40, and the 40-year-old woman thinks she’s 30. Everyone thinks they are younger than they are and to be seen shopping at a store for ‘older’ women is not good for their self esteem. Perhaps retailers should first master the shopping psychology of boomers before opening separate stores for boomers.
Lina Ko August 17th, 2007
Earlier this week, I read with interest a news release issued by Retired Worker, the largest employment website in Canada designed for retirees who want to work on a part-time, temporary or contract basis. The release, entitled 50+ Job Seekers Need To Keep Their Appearance As Up-to-date As Their Skills, urges boomer job-seekers to take a good look at themselves in the mirror and make sure that they are dressing for success.
I cannot agree more – whether they are looking to re-enter the workforce or not, retired baby boomers need to exude confidence and look up-to-date. Boomers are often misconceived as ‘over the hill’ with a ‘take-it-easy’ work ethic. They, therefore, need to dress not only for success, but to ‘kill’ in order to encourage employers to focus on their knowledge and experience instead of their age. When interviewing for potential employees, I often look for a ‘killer’ instinct in job candidates – a determination to succeed and a drive to excel in a competitive environment. Why should interviewing boomers be different? Boomers looking for a job should look as well-groomed and polished as their younger counterparts!
Lina Ko May 8th, 2007
I read with interest the article today in the Montreal Gazette about how mothers and daughters partner in style and bond with a shared passion in fashion and shopping. With Mother’s Day around the corner, I remember growing up admiring Mom’s high heels and pearls. I agree with the journalist that fashion can be a flashpoint for so many issues in the coming of age: sexualization, indulgence, control, financial independence and identity.
For mothers, especially those boomers who are obssessed with youth and refuse the reality of aging, their daughters’ apparel may be the ultimate proof that they are no longer young. With the latest fashion trends of mini-dresses, empire-waist dresses and blouses, and tight skinny jeans, boomer women have to accept reality and make a generational distinction by not becoming fashion victims. Boomer mothers ought to realize that to be physically fit is not a licence to wear the same fashion as their daughters’. It’s cool to be stylish, but inappropriate to blindly follow fashion in spite of their mature age.