Analysis Of The Generation Of Baby Boomers
This generation growing up in an instable economy characterized by stagflation, limited real growth, and trade deficits, baby boomers, were raised to be independent and given the notation that that only themselves could control their own destinies (Mitchell, 1995). The baby boomers being born between the years 1946 to 1955, were the first generation of children and teenagers with significant spending power, and that combined with their high populations, fueled the growth of massive marketing campaigns targeting their generation and fashion followed their needs and wants.
Throughout their life time, baby boomers participated in many revolutionary engagements such as the peace movement, punk movement, civil rights movement, and the women’s liberation which portrayed the generation that is not trusting of authority and rejected many of their parent’s values, this skepticism is also portrayed though their view on many marketing methods. Studies done by George P. Moschis, who is a research professor in marketing, have shown that the top priority of buying apparel and footwear among baby boomers is the ease of returning products or getting refunds which does correspond with their skeptical ideals. The return or cancellation and refund policy is also the top consideration before buying clothing and shoes. The same study shows that the second top priority is that the store offers frequent sales or special deals although the least desired priority when shopping apparel and footwear would be that the store offers senior discounts (Moschis and Lee, 2000). Baby boomers were coming of age during the Great Depression which resulted in the generation to value financial security and do appreciate sales but only taking a few cents off their purchase from is senior discount may not just be enough of an incentive for a baby boomer to shop at curtain stores. The top reason for choosing a certain brand of apparel and foot among the frugal baby boomers is the consideration of price of the merchandise (Moschis and Lee, 2000).
Building trustworthiness with a baby boomer is important due to the fact that they are more likely to build relationships with stores and show more loyalty to a select few stores compared to other generations, and with their high degree of skepticism baby boomers are more reluctant to take in new products (Parment, 2013). Most baby boomers are retired and have the time to shop both in store and online and participate in omnichannel engagement, an easy-to-understand loyalty program, both online and in-store, is a smart strategy to build loyalty with this skeptical clientele.
Baby boomers are considered to be less idealistic compared to the other generations and are easily turned off by advertising, stores, and shopping malls that are focused around a younger audience (Russell, 1997). Baby boomers prefer information-intensive advertisements that identify the benefits of the product as opposed to image-oriented marketing that targets young consumers (Hodges and DeCoursey, 1996). In a current time where mostly the younger generations are heavily represented in media, baby boomers feel like they are underrepresented and when the cohort does not see themselves portrayed in an advertisement or campaign it can result in unsuccessful impact and seen as irrelevant toward the group.
Baby boomers have distinct clothing preferences and select fit, quality, and price, considerations are more desirable over designer and brand names (Howarton and Lee, 2010). Baby boomers are considered more conservative than the younger generations and they believe that “less is more” and avoid the ostentatious and value simplicity. Baby boomers also pay attention to ‘optimizing’ when generating a purchase decision and tend to think more about rational and functional aspects, such as price and quality, as opposed to social and emotional aspects compared to Generation Y (Parment, 2013).
As of functionality expectations of the garment, baby boomers prefer to have their shirts tucked in not showing their undergarments, and have shape but not cling to their aging bodies, and if worn outside of the bottom piece blouses are preferring to cover the derrière. Longer sleeves are often wanted in shirts with a comfortable neckline. Pants must be able to drape rather than cling, and to have enough movement ease to sit comfortably and have a forgiving waistband and knee-length is often desired in skirts (Howarton and Lee, 2010). Baby boomers have a preference for natural fibers as a possible subconscious after-effect from the synthetics stigma during the late 1970s (Cotton Incorporated, 1997). Cotton, wool, and silk are all familiar fabrics boomers acquire. Boomers also believe that apparel made of natural fibers is higher quality and are willing to pay more for them (Cotton Incorporated, 1997). Accounting for 70% of the economy’s disposable income (Nielsen. com, 2012) and being the largest population cohort group, the baby boomers is a significant consumer and marketing toward their wants and needs is the only way to build a consumer relationship with this group. Catering toward their apparel shopping priorities like offering a desirable return policy, creating frequent sales and promotions, considering quality and fit, or even just representing them in advertisements are a few ways to build loyalty with a baby boomer customer.
