Increasingly discussed amongst demographers and again today in the Fairfax press, underlying shift Millers and Katie's needs to move on, perhaps more so for Millers. Autograph and City Chic have recently engineered a more distinct and demographically targeted appeal; Millers (somewhat less Katies) brand in greater need to reposition its 'soul'.
Article today in Fairfax press:
Perennials: overs 40s, addicted to Instagram, love fashion and traveling, blurring lines with millenials. "Don't get me wrong. I'm under no illusion that I am 19 or look 19; I'm very comfortable in my own skin - lines, grey hair and all", she says. "But I know I live differently from how my mother and grandmother did at my age".
There you have it!
Netflix, spontaneity, not feeling middle aged, tighter jeans and converse runners, oversized coats, leather jackets, striped tees, want vibrancy, use products aimed at younger women, tech savvy, still fear being ignored and savvy about being marketed to cheaply hence profiling by taste not by age central to appeal; globally minded, turning noses away from lawnmowers, cheese and wine parties, 'elastic waists' and walking tours.
The over 45 bracket make up 40% of population and control 79% of wealth.
SFH: Heed the demographic change rapidly in progress; Millers renewal came make a fortune for SFH if it taps into this correctly. They don't want to look and feel like Grandma did at same age.
Present Millers brand online strategy a mess and regularly widely scolded for selling clothes that are simply undesirable.
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