The word "Lizarrel" comes from "The Analects of Confucius", and Confucius calls elderly people over 60 years old "Lizarrelrels". If your impression of modern elderly people is still about wearing the school uniforms of grandchildren and dancing square dance in the community. That can only be said that you are OUT!
Article reprinted from: helloPD
ID: PDWORKS
Editor: jane27
"Fashion Sixty-sixth Groups" not only have the same appearance, but also have elegant manners, but also the tourism street bombing is also at the movie level. Time has only added experience and wisdom to them.
As the elderly continue to improve their quality of life and self-worth, their consumption capacity is also catching up with the millennials. According to Alibaba's new round of data, there are 30 million elderly people who "shopped" on Taobao and and Tmall and alone, of which 75% are around 60 years old.
"60s" Marketing" has become the focus of many brand owners, and advertising targeting the elderly user group may become the next major marketing direction!
#The economic aesthetics of the silver hair group#
Taiwan Supermarket Quanlian Welfare Center has focused on elderly users early on, connecting brand propositions with target consumers, and creating a more classic and evergreen lifestyle.
There is a popular
. No matter how the environment changes,
will never grow old at any time
This is called classic
The belief in saving money is also the same
The classic
The silver hair family's classic sacrificial simplicity
Fashion return Just in the Quanlian
Save money like white T jeans
Never retired popular
Who says I am presbyopia
Who is expensive and who is cheap I can see clearly
From nine to five I retired
I am very careful and counted. I will never retire
Price is the same as blood pressure, blood lipids , blood sugar
can't be too high
but it's not rich for three generations of
but I can save bag by bag
It's important to develop good habits
I am used to going to bed early and getting up early to go to Quanlian
No matter how bad your memory is, you will not forget to compare the three stores
Go to the park to do exercise in the morning
In the afternoon, come to Quanlian to do money-saving exercise
Way to save money
Way to save money
Way to wait for you to be a mother, you will know
Maybe your teeth may be bad
But it is cost-effective to be sure to bite
Quanlian also cooperates with Timberland to cross-border cooperation to dress 10 elderly people as fashionable trends, wearing white T jeans, and carry Quanlian shopping bags in hand The catwalks.
not only has heartfeltness, but also has the trend of
#. It has nothing to do with age#
Nowadays, an era that has been swept by the post-90s and post-00s, "trends" have become the personal label of the younger generation. It seems that only young people are qualified to pay attention to trends.
But, who says trends need to be based on age?
An "out of agreement" old man in his sixties is emerging and is about to break the deadlock.
Wang Deshun , born in 1936, studied English at the age of 44, moved to Beijing at the age of 49, started to exercise at the age of 50, created a "living sculpture" at the age of 57, and showed off abdominal muscles at the age of 79.
is different from what we are familiar with in traditional concepts. His life is a portrayal of the strengthening of the body and mind of the Chinese elderly.
fitness brand Reebok happened to discover Wang Deshun's idea that "believes that fitness can not only strengthen the body, but also change life", which is very consistent with his brand philosophy. Therefore, in 2017, Wang Deshun, who announced the signing of a contract with 81-year-old Wang Deshun as his brand spokesperson, showing the spiritual concept of "developing me".
On their own life paths,
has gained more than a good body
can also condense
different life themes
Reebok tells Wang Deshun's inspiring life experience through advertising stories. Tell everyone how he used fitness as an opportunity to tear the darkness of life through the setbacks of difficulties, the experience of life, and the test of his will, and finally "refined the domineering spirit to me".
#Dream Never expired#
Age is undoubtedly the most cruel knife of time for models in the fashion circle.As long as you reach a certain age, no matter how good your figure is, you will be declared out.
, while Russian model economy company "OLDUSHKA" has done the opposite, providing a brand new stage for elderly people over 45 years old who still have fashion dreams. Even grandparents in their seventies have the opportunity to realize their dream of fashion.
19, the company's 63-year-old silver-haired grandma Valentina became the heroine of the GUCCI Beauty Rouge à Lèvres Mat matte lipstick series advertising series. In the advert of
, Valentina and a young black model applied GUCCI matte lipstick at the same time, smiling confidently at the camera.
accurately conveys the GUCCI brand concept of "living until the United States is old" through the combination of different skin colors and the collision between youth and old age.
GUCCI is also in the recently launched Tennis 1977 series of commercials. They once again found a group of grandparents and boys and girls to perform on the same stage, and they also started to be cute in the brand's latest styles of clothing.
People of different ages, identities and genders wear Tennis 1977 series products without any sense of incongruity. It also indirectly confirms the versatile characteristics of the product, and the publicity techniques are really "scheming"!
In addition, Gucci also released a short video of two elderly models dancing on Douyin , with the caption "Dancing together and shaking" and "Unexpected Style Leader", which attracted a total of 567,000 fans, as well as 2.93 million likes and more than 80,000 interactive comments.
Coca-Cola As a brand with a century-old history, it has always been committed to conveying a warm, exciting, optimistic and positive attitude. "Emboyance" seems to be a skill that Coca-Cola is born with.
18, in order to encourage consumers to try sugar-free beverages, Coca-Cola launched the "First Tastes" marketing campaign. What is different from the past is that this ad focuses on the elderly who have never been targeted by the carbonated drinks !
A grandfather who once looked sad at the portrait of a sanatorium had an amazing change in "Break Free" after his first attempt at "Sugar Free".
He began to try flower arm tattoos, dive on high platforms, and participate in parades, and even confessed to Alice who had been secretly in love for many years (although he was rejected...)
After these attempts, my grandfather realized that the beauty and happiness he had missed in this life was just because he lost a bottle of zero-degree coke!
's seemingly plain narrative style brings a strong contrast. Coca-Cola not only achieved marketing success, but also gave all elderly consumers an answer to stay young:
will always try the first bite!
From these brand cases, we see a universal emotional value.
It’s not too late whenever you start
You can pursue your dreams anytime
When you see an old man in his seventies and eighties still chasing his dreams, will a torch or a beacon in his heart also ignite a torch, or a beacon, leading your dream path?
Don’t give fruits on Double Ninth Festival
Sexy 60Learn
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