Liza Amlani’s Post

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Retail Consultant and Trusted Advisor | Merchandising | Product Creation | Sustainability | Corporate Retail Strategy | Speed to Market | Supply Chain | Board Member | RETHINK Retail Global Expert

An article in The Business of Fashion on "Fashion's Golden Opportunity With Older Shoppers"... Is total and complete BS. There is an opportunity across ALL shoppers. Dividing them up by descriptors that have been used for decades is just not going to cut it anymore. While teaching fashion marketing at Fashion Institute of Technology last Fall, there were modules on generations and how they spend, how they consume information, etc. I had to add caveats to each statement in the textbook because you can't make these types of assumptions anymore. This is an old school way of marketing. We can't put customers into these buckets anymore as there are so many other data points to consider. The affluent customer shops at Walmart, Target and Costco Wholesale. The tech boom will go through another cycle and you will have more younger customers with disposable income. Resale luxury is bought by Gen Z to the boomer. Generalizing is a wasted effort and it's what gets retailers in trouble with excess inventory to irrelevant product assortments. The customer has evolved across generations and we need to stop generalizing to avoid marketers look at the data in just 1 way. #retail #retailnews #fashion #fashionmarketing #bof

Fashion’s Golden Opportunity With Older Shoppers

Fashion’s Golden Opportunity With Older Shoppers

businessoffashion.com

🏷 Ricardo Belmar

Top 100 Retail Influencer | Director Partner Marketing for Retail & CPG at Microsoft | Podcast Host & Producer | GMU Retail Center Advisory Council | RetailWire BrainTrust | RETHINK Retail Advisory Council

2mo

Thank you Liza Amlani for defining exactly why every brand and retailer needs a personalization strategy and the right technology to deliver it. It's become table stakes and you just outlined exactly why this is so - demographics are nice, and yes, you need to understand them, but the fact is people are individuals and they want to be treated that way when they engage with a brand! Generalizing is the easy way out of a complex challenge, and not the winning solution.

Jamie Arena

Merchandising & Ecommerce Leader | Brand Builder | Retail Buyer | Merchant | Category Manager | Plus Size Fashion Advocate | Sports Enthusiast

2mo

Yes, yes, and yes! There are so many ways to slice and dice data now. The little nugget to exploit is not going to be as clear cut.

barry trachtenberg

Adjunct Assistant Professor at Fashion Institute of Technology

2mo

Liza great insight as what is incorrect with putting people into separate boxes

Brittany Martin

Global Media Relations Lead at Aptos

2mo

Richard Kestenbaum since you've wrote on this before.

Murali Gokki

Retail Expert | C-Suite Advisor | Strategy and Performance Improvement | Private Equity | M&AD | Sustainability

2mo

Well said and always to the point!

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