Fashion companies and retailers should adapt their key performance indicators when setting marketing budgets to ensure long term returns from mature consumers, according to a new analysis. Once Silver Generation shoppers have bought from a brand, say its authors, they tend to be more loyal, “so brands might focus on measuring retention metrics for these shoppers rather than new customers acquired”. Physical print remains important to over 50s, as do “meaningful in store experiences” and Facebook. The analysis was published in The State of Fashion 2025, an in depth report co-published by website BoF (Business of Fashion) and McKinsey & Company that reflects the growing importance of the older market in terms of spending power.Among its other recommendations are that the industry should consider how its creations appeal across generations. “To create products with both younger and older shoppers in mind, brands might introduce more fluid variants of core lines. To attract older customers, they might focus on offering new technical features or innovative materials that cater to their unique preferences, such as comfort and functionality.”
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