Luxury fashion marketers now want to speak to “people who have experience and lasting relationships with brands”. So says a senior French buyer. Quoted in a new online article describing the increasing importance of mature consumers and older models following Burberry’s recruitment of face of the 1960s Twiggy for its summer campaign, she argues that while some younger people can afford such items “you need to have a certain experience, a knowledge of clothes, a fashion culture, which you don’t necessarily have when you’re 20.”
(Image left courtesy Burberry).
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