Baby Boomer Research 3: Survey of the Baby-Boom Generation and Fashion
Source: www.hakuhodo.jp
Topic: Fashion for Men
Sort Desciption: biggest spenders on fashion. Boomer men also spend big on fashion making the. boomers the generation that spends on fashion. ...
Content Inside: Baby Boomer Research 3: Survey of the Baby-Boom Generation and Fashion Baby-boomers spend more on fashion than both people in their 40s and their 60s: Men spend an average annual 83000 on clothing and women 135000. More than half of boomers wear jeans at the weekend: the Jeans 50s are here. Daughters are the shopping partner of choice for boomer women who have them bringing mother & daughter spending to the fore. Tokyo August 9 2005 Hakuhodo's Elder Business Development Division conducts a constant array of surveys and other research into the lives and sentiments of Japanese elders or people aged 50 and over. The following is a summary of key findings of our Survey of the Baby-Boom Generation and Fashion our most recent study using Hakuhodo's unique Hi-panel survey panel. The survey targeted a total of 655 people living in the Greater Tokyo and Kansai areas comprising 327 male and female baby-boomers (born 194651) 168 males and females in their 40s and 160 males and females in their 60s. It was conducted by Internet from mid-late March 2005. Results showed that both male and female baby-boomers spend more on fashion-related items than both the generation above and below them. Notably baby-boom women were the only group among those surveyed to spend more than 100000 a year on clothing. We found baby-boom women to be highly particular about fashion being mindful of dressing fashionably. In addition a majority of both men and women wear jeans casually bearing out our contention that the baby-boom generation is Jeans 50s (jeans-wearing people in their 50s). On examining purchase behavior we discovered that a huge majority of more than 70% men went clothes shopping with their wives but only small number of women went shopping with their husbands preferring to go alone with their daughters or with friends. Among those boomer women with daughters more than 40% shop for clothes with them indicative of the increasingly apparent mother and daughter spendin ...
example of survey in fashion magazine,
baby boom brand fashion