It is said that no force will have greater impact of the quest for the fountain of youth than the aging of the baby boomers – As Cheryl Russell had observed in her book, 100 Predictions for the Baby Boom. One thing is for sure, the baby boomers will not grow old gracefully because they have built their identity on being America’s youth generation.
Sadly, we live in a world that places an irrational value on whats new and young and last but not least, modern. And, on the contrary, our judgment on things that are old and from the past have been devalued. To clarify, it hasn’t always been this way and hopefully, will not be this way in the future, but right now, this is the world we live in. As the marketers focus on youth-centric marketing instinctively, they are missing a billion dollar marketplace in the over 50 market. Already, the boomers have created the biggest health and fitness market the industry has ever witnessed. The intensity in mature consumers has caused a number of companies to develop marketing strategies products and services to adhere to this market. Successful marketers know that folks 50 plus come into direct contact with a variety of individuals and groups, and that many others are influential with respect to their peers. Prosperous business’ have become who these key groups and influencers are and how to nurture this relationship. Heated competition to capitalize on this customer segment will rise as we move into the future. The mature markets desire to look and feel young will also result in exceptional business opportunities for those in the fashion industry. Over 50′s will line up for stylish clothing that comfortably fits their fuller bodies recognizing and capitalizing on key trends. The evidence suggests that while many brands ignore a market segment seeking to purchase apparel and focus on advertising with older models, other forward thinking brands understand the importance of segmenting by age and achieving change. One thing is for sure, we should prepare for some exciting times ahead with groundbreaking new communication campaigns being launched at this very moment.
One global brand paying attention to well dressed people of all ages is Scotch & Soda. The company was founded in 1985 by Laurent Hompes. In the newest instalment of Scotch & Soda’s brand campaign ‘From Amsterdam, From Everywhere’, the Dutch fashion label honor all free-thinking wanderers who are drawn to explore, and that includes everyone. everywhere: “It’s a story of both world discovery and self- discovery – about how far you’d go and what risks you’d take to do things differently and choose your own way” says Creative Director of Scotch & Soda, Marlou van Engelen, of the words that lead the way for the campaign’s stunning new scenes and imagery. The brand moved off-trail to several awe-inspiring locations in Jordan, Colors that are complemented by Jordan’s such as the iconic red of the Wadi Rum desert, the ochres of its wind-carved canyons and the Dead Sea’s salt-white shores. By celebrating those who set out to find new roads the brand continues to explore themes of curiosity and discovery. The campaign is apropos to the over 50 segment as it has to do with redefining oneself.
The brand always seemed be inspired by the world. They have a team of passionate discoverers and collectors, scouring the globe for that painting, poem, vintage piece, ruin, or artefact that sparks our never-ending curiosity. Treasures uncovered on worldly wanders are poured into collections and signature looks that clash eras, classics, places of inspiration, meshing unexpected fabrics and patterns back at their canal side design offices. At present the brand has over 190 stores, and can be found in over 8000 doors including global department stores, independents, and online. The range of the demographic for this brand is across the spectrum. You see, Scotch & Soda is very well-liked by adolescents, millennials as well as the over 50 market segment. Moreover, that broad demographic has seen revenue exceed expectations by far.
Much more than a refreshing cocktail, the fashion-minded know that Scotch and Soda is a celebrated classic casual wear brand from Amsterdam. It seems fitting that the vintage spirits representing models at the top of their game should mixup a few sparkling combinations from S&S’s spring/summer collection. New Yorkers George Dellinger (56), David Hand (52), Eric Rutherford (50) and Garrett Swann (48); and Nick Pearce (51) from the United Kingdom met on a sunny morning at Ludlow-Blunt Salon to mix and match looks and prove that, indeed.
I recently had the privilege of speaking with Scotch & Soda style ambassador and model, George Dellinger about the void in marketing to the over 50 segment, how technology has made health and style information readily available and how his positive outlook helped him to launch his successful modeling career at the ripe old age of 55!
Joseph DeAcetis: In your words, do you think that there is a void in the marketplace (with respect to apparel) for men over 50?
George Dellinger: I don’t think there’s a void in the actual marketplace. The brands, styles, and fashion are out there. There’s a just a void in advertising and marketing to the over-50 crowd…the void is in how these brands fail to reach out to that demographic. All the brands I wear, and feel comfortable in … they use only 20 to 30 year old models. In fact, I don’t know many 20 year olds who can afford these brands. Yet, that’s whom you see in the ads. Doesn’t encourage us men who are in our 50s, health conscious, and in great shape…. who like to look and feel great , to shop that brand.
JD: How is being over 50 now seem any different from being over 50 in the past. (Give specific examples about your modeling, social media and feeling sexy (as well as a mention of the others guys).
GD: Well… I remember when I a college student, and my parents were in their 50s… they just seemed old already. Today, 50 year olds are so much more health conscious than they were 20, 30, and 40 years ago. Technology and the amount of information that’s available to us through the Internet, smartphones, podcasts, and TV have made us so aware of everything we put into our bodies. It’s not just access to nutritional information that’s so readily available… I follow several physical fitness enthusiasts & trainers on Instagram. I am always picking up tips on exercises and routines. You don’t even need a gym when you travel anymore. Just open up one of these apps on your phone, and you have a hundred different creative exercises you can do in a hotel room without any special equipment. All of my male model friends who are in this age bracket.. David Hand, Eric Rutherford, Garrett Swann, and Nick Pearce… none of them look like they’re in their 50s. They’re all in top physical shape Becoming a model at this age was the last thing I ever expected. It all happened quite by accident. But I’ve totally embraced the idea, and I’m having the best time with it. I’m able to show other men in their 50s that you can truly do anything you want with your life, and at any age. Hell, last week I shot the FALL 2018 campaign for major underwear/leisure wear brand… and I was one of three men in the campaign. The other two were 26 and 33. 56 is definitely the new 36.
JD: Talk to us about your personal style and what you are seeking from apparel and grooming brands both in product and in advertising.
GD: My personal style is very casual. I’m a real blue jeans, shorts, T-shirt, and sandals kind of guy. If it’s above 50F, you can always find me in shorts. It’s just what I’m comfortable in. In the colder months, it’s denim, Redwing boots, and heavy sweaters. Love layers, and a real woodsy outdoor look. On the odd occasion where I have to dress more formally… I always opt for bow ties… real bow ties. Seersucker and saddle oxfords in summer, and velvet with suede lace-ups in the winter. Suspenders…. all year around. If I were to describe my personal style in a few words, I’d honestly call it bohemian chic and elegantly shabby. Grooming is so important. It’s what really separates a gentleman from a just a dude. A good grooming regimen can also take off several years from appearance. And who doesn’t want that? I have a heavy thick beard, which requires a ton of maintenance…..oils, balms, waxes, special combs, special shampoo… and time. Not to mention frequent trips to the barber for trimmings and shaping. A well kept beard is always noticed and remarked on. A healthy skin regimen is also part of my routine, and so important the older one gets, as the skin dries out and loses its elasticity. From cleansers, to moisturizers, to nutritional masks, I do it all. And drink a lot of water, all day long. I like seeing more men’s grooming products in clothing stores, which is happening now, particularly with the trend of beards and facial hair. They go hand in hand, and should be sold together. It is the one-stop shopping.
In terms advertising, I would definitely like to see more brands cater to a more diverse audience of men. We come in all shapes and sizes, not just 40R. And we like good fashion and style. I’ve actually brought this up to some underwear and swimsuit brands, and lo & behold, not only did they agree with me, but they brought me into the fold by modeling for their brands!
JD: In a few sentences, talk to us about your fitness regime,diet and future goals.
GD: I’m a giant health nut, exercise addict, and adrenaline junkie. The way that I work out now is nothing like how I worked out in my 20, 30s, and early 40s. Back then it was all about pushing weights, not warming up, and getting bigger. Which also took a huge toll on my body. So that by my early 40s I felt like I was held together with spit and gum , ready to break any moment. And break, I did… I had so many orthopedic surgeries that were all related to my poor, uneducated regime based of brute strength and macho moves. Then I discovered functional training, which focuses on a more well rounded regimen of using one’s entire body in a move, having all the muscles and your brain work together to improve agility, response, power, strength, and quickness. All the elements that allow me to be a better snowboarder and surfer, as I get older. I’ve never been in such good shape as I am now at 56. My goal is to still be snowboarding dbl blacks and riding waves well into my sunset years.
My diet is strict, but I do allow myself some indulgences. I haven’t had a soft drink or soda since I was 15. That’s 41 years. I start my day with a green fruit-veggie shake made in my nutri-bullet. I’m gluten free for 7 years now, which has made a huge difference in my overall well being. I eat all organic unless it’s impossible. Plenty of vegetables. Minimally processed foods. About 80grams of clean protein/ day… the amount that my body needs in order to maintain my muscle mass. In the summer , I grow my own vegetables on a rooftop garden.
I lay low on the sugar, but I do eat dark chocolate before bed almost every night !
