Timeless Video courtesy of Zara.com/hk
Fall 2017 has seen a fresh approach by key players in regards to age, Glenda Jackson 81, portrait for Burberry modelling their iconic trench showed a softer editorial side aimed at a more mature consumer. In marked contrast to a few seasons back the brand seems to be embracing it’s heritage along with an older customer base with no doubt a higher disposal income. In this instready world where youth seems to be eternal if you have the right filter and social trends favor such fast and disposable fashion, have they realized that the millennials either don’t have the money or aren’t ready to invest in such classic pieces?
Across the spectrum on the high street side we can see this having an effect on key high street players such as Zara. The promotion of their timeless range featuring interviews with a number of older personalities filmed simply in black and white is so unique among it’s fast fashion competitors that it may be the point of difference which converts it’s online customers into sales transactions.
The clearly visible wrinkles and deliberate lack to photoshop on these images make the brands feel more authentic and easy to relate to. In an era where consumer trends show we are valuing the imperfect, is showing real women wrinkles and all one of the best sales techniques we have?
Times are changing and there is a large section of consumers not being catered for or represented in brand imagery. Brands who are smart will continue to tailor their approach to appeal to a potentially more loyal and stable segment who appreciate timeless style and good quality rather than continuing to only chase the ever fickle youth market.
Glenda Jackson Image courtesy of telegraph.co.uk