Take Ten Years Off When Styling Silver Spenders
Thanks to The Optical Journal for featuring Eva Dave’s from the Eyewear Styling Academy recent contribution on why styling sassy silver spenders is a great business strategy!
Read below –
Whilst many optical businesses are constantly striving to attract the 18- 54 cohort, my ideal clients are the over 40s’ crowd and I particularly enjoy styling men and women in their 50s, 60s, 70s, and beyond.
Here are my top reasons why it’s a great business strategy :
NO 1- They know who they are!
The American Academy of Retired Persons (AARP) recently reported that 65% of over 50’s feel the happiest they have ever felt about themselves. In general, as people hit midlife they are no longer so influenced by others or feel a deep desire to ‘fit in’ or be part of the crowd. They are much happier in their own skin and crave authenticity.
Many of this age group are rejecting society’s attempts to define them as traditional and staid. They are actively seeking out companies who understand them. These clients are most likely to experiment with color, unique shapes and are prepared to have a little fun with their eyewear!
No 2- They are happy to spend- this is their time!
In recent years the over 50s have quickly become the biggest demographic of total consumer spending. They have more disposable income than any other cohort and have reached a stage in their lives where they are happy to invest in themselves. This generation is most likely to invest in the concept of the eyewear wardrobe and invest in multiple pairs for different outfits and occasions.
We frequently hear our clients say things like “I’ve worked all my life I deserve it.”
Younger generations, especially those with dependents, have to think more carefully about their spending habits and are far less likely to treat themselves to £10,000 worth of spectacles, just because it makes them feel good.
No 3 -They appreciate professional advice from experts
This generation is most likely to listen and appreciate professional advice, especially when it comes to health and style. They care about looking and feeling good, but in a different way to younger generations. It’s less about having a thin body, pretty face, and more about being healthy, enjoying life, and feeling confident. In fact, leading-edge boomers – the 55 plus – are the fastest-growing segment of the health club market, and report wanting to look and feel the best version of themselves for as long as they can.
Advice on colors that enhance, shapes that add lift, and styles that reflect their personality is especially welcomed in this age group, as well as lenses with health benefits that give them optimum vision.
No 4 – Experience wins over gimmicky deals and low prices
As this generation has matured many have realized ‘you buy cheap, you buy twice.’ They are keen to enjoy life as much as possible and are much more likely to value meaningful experiences and high-quality, products which last- over cheap prices and gimmicky deals. Practices who focus on creating a comfortable environment, who offer refreshments, special touches, and spend lots of quality time with their clients will be especially rewarded by this generation.
Here is some specific helpful style advice that your over 50’s will love
As we age we begin to lose pigment from our hair skin and eyes and very often the darker or brighter tones that looked fabulous in our youth can now highlight our dark circles or make our skin look dull and sallow. So the colors we put on our faces begin to have much more of an impact and are more important to get right if we want to keep that youthful healthy glow for as long as possible.
Blond Hair– If your client has blond hair, lighter shades will be more flattering – dark colors and heavy styles should be avoided and left to their teens or grandchildren. In their 40s those lighter, brighter colors like, aquas, and geranium red can work well. As they reach their 50s/60s their coloring often fades further, and the lighter powder pinks, icy violets, and light aquas become much more flattering.
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