The flat age society is an eagerly waited revolution that advocates the audience of 60 years plus. The trend highlights the flaws in businesses that don't target these consumers.
The market of 60+ has quietly been increasing. These consumers are desperate for items that highlight their needs, but don't patronise. The flat agers so far haven't had a substantial stance in the fashion world, but thats all set to change. It's a known fact that people are living longer, and this audience of 60 plus years are waiting to spend their money on meaningful items that connect them to the modern world.
Men and Women of the flat agers shouldn't have to confide in what sadly society has created of them. The trend of flat age society enables brands to target these consumers rather than forget about them. Vivienne Westwood is a great example of how her age bracket hasn't allowed her stylishness to slip, or the development of her brand, so why is it so many of the 60+ market allow them selves to.
"Something exciting is in the air. Forget everything you thought about being old, or age even. In the society of the future, age isn't just a number- its a flat" LSN GLOBAL.
The fashion industry is becoming more age aware. Aware that men and women post retirement have money to spend. This market group however don't crave the items brands are selling them.
I asked my 81 year old grandmother how she thought about what was on offer for her age bracket. My grandmother is a woman who doesn't act her age, being a widow she constantly goes away, meeting new people and interacting with other women in her situation and they all agreed;
" I am an 82 year old woman, I don't want to look 50, i don't even want look any younger than I am, I've had my 20s, 30s etc. I want to embrace the place I am in now and wear clothes that are stylish and suit my body. I don't want to wear frumpy, boring clothes that are on offer to my age. I also don't want to wear tight, incredibly short clothes. There's no place for women or men for that matter that can supply stylish clothes for my age bracket. Its incredibly frustrating. "
There are brands and key individuals that are captivating this revolution. The trend has driven brands to employ older models such as Bernhard Willhelm. "All walks beyond the catwalk" is a great campaign that works to introduce older women to the fashion world.
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