Forgotten Market: Older Women – WSJ.com

Posted on December 11, 2009

How old are you?

How old do you feel?

It seems like most online shopping sites expect you to want to dress like an 18-34 year old regardless of what your drivers’ license says. But there are many who think this is bunk — a 40+ saying if ever I heard one!

According to Christina Binkford, fashion writer of the Wall Street Journal, online sellers better get with the boomer program.

Are online marketers so youth-conscious — because it feels right —
that they’re ignoring lucrative markets just when they’re most needed?
The Internet is neither new nor young. The fastest-growing segment of
Facebook users is women over 55, according to the Tracking Facebook
blog. And the underlying assumption that young people are still the
Web’s most fertile market doesn’t hold up to scrutiny.

In fact, 65% of online apparel sales go to women over age 35,
according to market researcher NPD Group. Among these, the
fastest-growing sales are to women between 55 and 64 years old — a
boomer population that has always been known for its willingness to
indulge.

“It’s
so stupid,” says David Wolfe, creative director of Doneger Group,
fashion industry consultants. “The people doing the programming are
still deluding themselves that the 18-to-34-year-old market is going to
save them.”

In fact, it’s grandmothers who may save them. Online sales to women
aged 25-34 fell 8% in the year ended in March, but sales to
55-to-64-year-olds rose 11% — recession be damned.

Read the whole article here: Forgotten Market: Older Women – WSJ.com.

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1 One Comment

  1. Hello
    I’m doing a project based on market theme of all kinds so I appreciate the information that has put in his blog.
    Very interesting this article ..
    Derek Sheridan

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