Bookended by boomers and millennials, Gen X (aged 38 to 53) is still often forgotten and feels largely ignored by the fashion industry. However, with a worldwide spending power of $2.33tn (IBM Watson, 2017) and with a higher online spend than their millennial counterparts (KPMG, 2017), they represent a huge untapped market. We highlight the key ways for brands and retailers to specifically target the cohort and capitalise on this missed commercial opportunity.
The Middle-Aged Gap: Top 6 Opportunities
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