Presented by DAVID WOLFE, Creative Director

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We may be GRAY, but were still COOL
Presented by DAVID WOLFE, Creative Director The
Doneger Group
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BABY BOOMERS 1946-1964
AGE 43-61
Who are they now?
And why are they more important than ever?
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SHOW ME THE

Millennials (1977-1994) 46 billion Boomers
(1946-1964) 38 billion Gen X (1965-1976) 21
billion
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SHATTERING SOME MYTHS about Senior spending
Seniors earn more than 900 billion in income.
Seniors spend 75 more on vacation than people
18-49
Seniors buy 41 of all cars, 80 of new luxury
cars
Seniors spend over 7 billion on-line, log more
Internet hours than teens
50 own personal computers 92 shop on-line,
78 bought on-line
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THE MARKETERs MYTH 18-34 Years Old
THE FOCUS Of FASHION
WRONG!
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18-34 Where Cool Rules
Worn, weary, wrinkled and becoming tired instead
of edgy
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MARC JACOBS The Very Favorite Designer of the
18-34s
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18-34 The never-ending drama of Black
Still hot in high fashion but boring as it
trickles down towards mass
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The Myth 18-34BIG SPENDERS NOT REALLY!
Average 562 18-34s spend 359 on Apparel 36
Less
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18-34 Most Receptive to Design Innovation
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YOUNG versus FOREVER YOUNG
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ILLUSION or DELUSION
Post-Young Syndrome!
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GRUPS They Wont Grow Up!
Young style is now age-appropriate for some
ageless people.
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SIZE The Big Boomer Buying Dead End
?-?-?-?-?-?-?
SIZE 12
Each of these brands has pursued the perfect
fit as an attribute.
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SIZE Searching for a Solution

New Fitlogic Sizing System
How does it work?
4.
Example Jennifer Lopez is a
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BOOMER COLORS Strong Shades
Ageless color mean saturated shades, easy to
distinguish and differentiate
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YOUNGER THAN SPRINGTIME Who?
Age denial as a style
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OLDER WOMEN are PLEASED with HOW THEY LOOK
Age 33-45 86 said they feel as good or better
about how they look today
Age 45-54 79 said same
Age 55-plus 76 said they felt BETTER about
their current looks
Talbots survey
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FOREVER YOUNG BABY BOOMERS 1946-1964
80 Million Americans 42-60 Years Old
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BABY BOOMER BIG SPENDERS!
Control 70 of Assets 7 Trillion
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RECOGNIZING BOOMER OPPORTUNITIES
CHICOS
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BOOMER BONANZA Cosmaceutical Revolution
Youth in a bottle
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BABY BOOMERS Lust for Luxury
Boom in fur business
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ACCESSORIES BOOM for BOOMERS
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BOOMER SEX APPEAL Grown-Up Glamour
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BOOMER ROLE MODELS Wanted Dead or Alive
Icons of elegance
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CURRENT FASHIONS Fit for a (Boomer) Princess
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CURRENT STYLE Fit for a (Boomer) Gentleman
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OSCAR DE LA RENTA Designer for the Boomer
Generation
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ELLEN TRACY Designed for the Boomer Generation
GEORGE SHARP
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BOOMER TREND REAL (and HAPPY about it!)
Old is OK Fashion is Forever!
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REAL IS COOL Forever!
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BOOMER COLOR The Graying of Style
Going graymore flattering than dying dark
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BOOMER STYLE Age Appropriate
Sophisticated style is ageless
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BOOMER MESSAGE Old is OK, but not looking old!
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THINK BEYOND BOOMER 70s, 80s, 90sand still in
fashion
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The Doneger Group
The End
Presented by DAVID WOLFE, Creative Director