“I wouldn’t want to be 20 now”, film star Susan Sarandon once said. “I know so much more, and I’m much more comfortable in my skin than I was when I was younger. It’s only now that I’m really starting to enjoy life”. Statistics show that the 69-year-old actress is right. Never before have Best Agers been more vital, fashion-conscious, and hungry for new experiences than they are today. Surveys show that, already, 70 percent of this target group are people who are active and open to new lifestyle trends.
That’s reflected in the consumer habits of Best Agers. They invest more than 80 percent of their income in consumer goods. The market potential is enormous, given that their share of the total population is increasing steadily: By 2050, every third person in Germany will be over age 50. Today, the 50-plus generation has the biggest purchasing power of any age group – in Germany alone, this represents more than 720 billion euros. That’s enough money to build Hamburg’s Elbe Philharmonic more than 1,400 times, or Stuttgart’s train station 100 times! Central to society, in the middle of their lives – that’s how Best Agers see themselves today. Those who want to meet them on an equal footing need to understand their environment, and thus be in a position to capture their enthusiasm for new products. We at the TriStyle Group know from decades of experience what Best Agers want and need, and are able to successfully implement this knowledge in our subsidiaries’ fashion collections.
It’s strange. Ads for lifestyle products are mainly aimed at young consumers, completely bypassing the majority of people. The average age in Germany today is roughly 44 years, and this trend rises further. By 2030, the number of Best Agers will be more than double that of children and teenagers. With our products, we are decisively pursuing a market that is already booming today, and yet still harbours even greater potential for the future.
All the studies refute the image of a generation intent on pulling back from society in search of peace and quiet. Instead, we find adventurers who finally have the time to break out of the routines of the working world. And there are culture lovers who won’t just cross the country to see a special art exhibit; they’ll go halfway around the world! Equally significant are the more traditionally minded Best Agers. We find them interesting because they value tried and tested shapes and silhouettes, and prefer to order the looks they’ve grown fond of in the quality they’ve come to expect.
Despite the diverse interests and passions of Best Agers, there’s one thing they have in common: They want quality, and are prepared to pay a fair price to get it.
Most Best Agers don’t want to make themselves younger, because they are young, or at least, that’s how they feel, according to the latest age survey by Generali (2013). On average, the respondents felt a decade younger than their actual age. It’s no surprise, then, that adventure tours are more popular with Best Agers than any other age group. And the élan so evident in this group also makes itself noticeable when it comes to fashion. Best Agers may have long since found the style that best suits them, but despite this, many of our customers still enjoy trying new things. They value variety and enjoy following trends, as long as the clothing is made well from quality fabrics.
Best Agers are far from being old-fashioned. Studies show that in 2015 more than 50% accessed the internet and no other age bracket used it so actively during leisure time than they did. And when it comes to showing interest in new products, they are among the most innovative. More than a third of those aged 50 and up own an iPad, for example – three times as many as those aged 30 and under. Even in the age group over 65 tablet usage is high: one in ten uses a tablet and every second does online shopping with it.
A size 36 is ideal? Or even better, a 34? Careful! The image projected in the media of a woman’s supposedly ideal size is a fashion myth that has little to do with reality. The average size worn by German women is not 36, but 42. But the gap between the illusion and the reality continues to widen. As the magazine “Plus Model” discovered, 20 years ago, models weighed around 8 percent less than the average woman. Today, it’s a whopping 20 percent. We also take into account a woman’s changing proportions after menopause in the way our clothes fit, meaning that our fashions truly speak to all women.