Active Seniors and Their New Fashion
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study is to understand the characteristics of female elderly consumers from the baby-boomer generation in Korea and domestic fashion brands targeting this particular demographic group. The results are as follows:Active seniors are emerging as a new consumer group and receives the spotlight in many areas because of their active economic activity. They can afford time and money to indulge themselves, and have an active purchasing power, especially giving high priority to buying clothes. RUBY is the major fashion consumer group which is interested in senior citizens' beauty, health, and leisure activities. The beauty and fashion industry actively target this specific group. The domestic industry of fashion brands for senior women is just at the level of settling down. To boost the future fashion market for senior women, it is necessary to set up a new brand strategy which based on understanding of consumer preferences and awareness towards fashion, and to develop the design through in-depth research on figure analysis of new senior women and pattern making. Also, market segmentation and clear positioning is needed to meet the new needs of senior women as well as a new way of internet marketing which is suitable for physiological changes and consumption patterns or consumer behavior of active seniors, and a marketing strategy which combines analog sensitivity with IT techniques for ‘Smart Silver’, is required.
Abstract
The purpose of this study is to understand the characteristics of female elderly consumers from the baby-boomer generation in Korea and domestic fashion brands targeting this particular demographic group. The results are as follows:Active seniors are emerging as a new consumer group and receives the spotlight in many areas because of their active economic activity. They can afford time and money to indulge themselves, and have an active purchasing power, especially giving high priority to buying clothes. RUBY is the major fashion consumer group which is interested in senior citizens' beauty, health, and leisure activities. The beauty and fashion industry actively target this specific group. The domestic industry of fashion brands for senior women is just at the level of settling down. To boost the future fashion market for senior women, it is necessary to set up a new brand strategy which based on understanding of consumer preferences and awareness towards fashion, and to develop the design through in-depth research on figure analysis of new senior women and pattern making. Also, market segmentation and clear positioning is needed to meet the new needs of senior women as well as a new way of internet marketing which is suitable for physiological changes and consumption patterns or consumer behavior of active seniors, and a marketing strategy which combines analog sensitivity with IT techniques for ‘Smart Silver’, is required.
참고문헌 (35)
- "Active senior" (2007)[URL]
- "Active senior" (2013)[URL]
- Chang, E. Y., "Fashion and Distribution Marketing" (2008), Kyohak Yungoosa
- Cho, E. H., "Catch the new consumer market ‘senior’", Apparel News, 23~ (2009)
- 정성지, "중년 여성 소비자의 자아존중감과 신체만족도가 의복 만족도와 의복선택기준에 미치는 영향", 한국의류산업학회지, 15(1), pp.84~94 (2013), 한국의류산업학회
- "Korea best testbed for senior care products" (2013)[URL]
- "Korea Seniors, what kind of consumer are they?" (2010)[URL]
- "Ruby Now·'… Daring sisters" (2014)[URL]
- "Speak about new senior’new market" (2011)[URL]
- "Korea Seniors, what kind of consumer are they" (2010)[URL]
- "Inviting 5060 … Fierce battle in distribution industry to attract senior customer" (2014)[URL]
- "Invite 5060 senior,‘the big hands for shopping" (2011)[URL]
- "‘5060 generation’ is rising a big hands in distribution industry, active marketing for them" (2014)[URL]
- Young business for the silver generation will pop up, "Kim, J. K.", Samsung Economic Research Institute, ~, pp.CEO Information(869) (2012)
- "Fashion industry, Catch the ‘4050 Ruby group’" (2014)[URL]
- "‘Active senior marketing’ aimed at elderly market is rising" (2013)[URL]
- "Catch the ‘4050 middle aged women’" (2013)[URL]
- Ko, E. K., "Catch big hands, the active seniors", Hankookilbo, 3~ (2013)
- Lee, C. Y., "Fashion consumption patterns are evolving", Apparelnews, 18~ (2007)
- "Aging society, seniors do not wear oldmen’s wear" (2011)[URL]
- "Pay attention to new consumer market Smart Silver" (2012)[URL]
- "Fashion retail industry, love call for 4050 women" (2014)[URL]
- "New consumer trend, young business’ for silver generation will pop up. Hankyung Business" (2012)[URL]
- "Active seniors" (2013)[URL]
- Changes of the silver market and preparation for it which active seniors led, "Lee, S. W.", Kt Economic Management Institute, ~ (2010)
- "Active senior becomes ‘Big hands’ in public performance · distribution’" (2013)[URL]
- "LG Fashion, launching' LE’AY' for setting inroads into middle aged women’s market" (2011)[URL]
- Neugarten, B. L., "Age groups in American society and the rise of the young-old", Annals of the American Academy of Political and Social Science, 415, pp.187~198 (1974)
- "New start after retirement, active senior" (2014)[URL]
- "Seniors, who are they" (2012)[URL]
- "Is the age of senior renaissance opening. Apparel News" (2011)[URL]
- "Powerful Seniors who are recognized as 5060 generation enjoy online mall!" (2013)[URL]
- "Psycholgy's Feminist Voices - Profile Bernice Neugarten" (2010)[URL]
- "Madam formal wear because age of 50s?, slender middle-aged women… breakage of age in fashion industry" (2012)[URL]
- "Powerful ‘RUBY’, even the depression days" (2013)[URL]