According to the State of Fashion 2025 report by Business of Fashion, fashion has historically focused on younger generations. But in 2025, consumers aged 50 and over will drive 48% of incremental global spending.
This “Silver Generation” often holds accumulated wealth and stable incomes which make them more resilient during volatile economic periods. In 2024, the 50+ cohort accounted for 38% of total global spending.
Key implications for brands:
- This cohort prioritizes functionality, comfort, and value over chasing trends.
- Timeless designs and technical attributes (e.g. comfortable fabrics, multipurpose pieces) become more relevant.
- They are more comfortable discovering fashion in physical stores, and less reliant on online pre-research.
- While omnichannel strategies remain critical, adoption is slower for this group compared to younger demographics.
- Customer segmentation should move away from pure age bands and instead anchor in behavior, values, and preferences.
In conclusion, fashion and retail brands can no longer afford to sideline the 50+ cohort. Embracing their buying power through strategic, data-driven inclusion is key. At Lumintis, we guide brands through this segment shift with deep data insights and tailored strategies.