Boomer Yearbook explores the fascinating and varied behavioral patterns that occur in the baby boomer generation with coaching solutions available: Boomer Yearbook’s Guide and Coaching Strategy for the baby boomer generation
The baby boomer cash cow shows no sign of abating. The generation with oodles of boodle continues to be a marketing target for manufacturers big and small. Money talks and average baby boomers generate enough hard cash to be a valuable potential customer for just about anything: cars; houses; clothes; jewelry.
The baby boomer marketplace is discerning, however, with an exacting benchmark for products and services. The most laid back and easy to please members of society are unexpectedly discriminating when it comes to the clothes they wear; the holidays they take and the way they wear their hair: they can afford to be.
Lady baby boomers are known to be among the most prolific shoppers with a steely determination to purchase the best and ignore the rest – well heeled (Jimmy Choo or Manolo Blahnik usually) ladies can always find the extra several hundred dollars needed to fund their shoe store indulgences and clever marketing executives make sure the best is readily available.
Label Hunters
A great deal of noise is made about label hunters who are invariably accused of being ‘snob shoppers’. The truth is, however, that designer clothing holds up under close inspection. A typical Chanel or Catherine Walker suit is beautifully stitched; classically cut and will stand the test of time; as wearable in ten years as it is today. A professional lady baby boomer wants a power image without losing femininity; a concept the definitive professional baby boomer Catherine Walker understands perfectly. Her range of business wear is unparalleled and its only minus point is the price: haute couture tags are way out of reach of the average housewife with a small budget but within target range of Ms Baby Boomer.
The baby boomer generation tends to look for the bigger picture when it comes to discernment. There is no point in having a designer wardrobe if you live in a trailer and drive around in a rusty pick up circa 1970: enter the executive package Lexus, the custom fitted cedar dressing room and membership of the Yacht Club!
A love of beauty and of beautiful surroundings is addictive and applies to every aspect of life. The art of acquisition is ongoing: why carry around a PVC practical zip up wallet if you can afford the finest Armani embossed leather? Why be satisfied with a calico lined handbag if you can afford Givenchy or Louis Vuitton, fitted with soft and tactile Italian chamois with matching accessories?
The baby boomer community has a tenacious belief in its destiny and its entitlement to the best that money can buy.
They earned it and as far as they are concerned why shouldn’t they spend it?
Why not indeed…!
The Psychological Article on Baby Boomer Spending Power and the Pull of the Designer Tag is part of Boomer Yearbook’s continuing series of baby boomers psychological coaching tips and how to alleviate elderly problems. We believe knowledge is power. We’d love to hear what you think.
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