Why do I do that? Because they're a rare sight and we need to persuade the myopic menswear industry that they'll get access to a large and very affluent customer demographic if they advertise to men over 40. Men of that age group can lose confidence as they see high street shops selling largely to younger men. A little encouragement, in the form of advertising acknowledging that a) older men exist, and b) they can be stylish too, will encourage them to buy.
I'd be grateful if you'd pay my Pinterest board a visit and, if you know any more (like this example by Hackett), please let me know.
I suspect that the lack of older models is based on the assumption that guys just give up after 40 and are not interested in looking smart or stylish.I think part of the problem is the mainstream media difficulties in representing older peoples social lifes and acknowledging that yes they wish to present themselves well for all the usual reasons.
ReplyDeleteI was interested in the image from the Uniforms for the Dedicated ad campaign on your pinterest board.The company make some clothes that are appropriate for older guys but offer an alternative to blazers/jackets and jeans.
hank you Anon - thoughtful and interesting comments. Of course the problem is circular and older men's reluctance to get involved is exacerbated by the fashion industry ignoring them. I really fail to see why the industry doesn't take up the marketing challenge, show older men how they can look more stylish than younger guys and get out there and sell them something interesting.
ReplyDeleteIf I had any energy I'd do it myself!
I agree about Uniforms for the Dedicated.
GF.
Hi
ReplyDeleteThis is an interesting one ... I run the marketing for Chester Barrie. Our demographic is older (though not necessarily old) but at the same time we need to attract a younger customer as well.
We generally look for a model in his 30s with a bit of personality but I am not averse to working with someone in their 40s and 50s. But it is not easy.
Part of the problem is availability - there are not many professional older models out there. A number of the images you have on your board feature the same guy with different brands, while there is only one (the man in the Duchamp ad) who is regularly seen on the circuit in the UK. And this, in itself, highlights the other problem - we do not want to use someone who appears in everybody else's marketing.
I am about to begin casting for our AW15 shoot and I know it will be difficult to find the right guy. But, if you are interested, I will keep you posted.
In the meantime here are links to a couple of shots from SS15 and our model Craig - a great guy in his late 30s:
http://instagram.com/p/zSC-u7P8PV/
http://instagram.com/p/zSDQoxP8Pm/
Many thanks for all the comments and thank you also Chris. It's interesting to read your comments and I'm grateful for them. Despite my constantly raising the point, you're the first to offer an explanation, so I'm very grateful to you.
ReplyDeleteWith respect, I'm not sure it's just about availability. If the jobs aren't available of course the models won't be there. I'm sure the models are out there if the work is offered - there are few out there because the work doesn't exist.
I've been asked to do several shoots as brands begin to see the sense of marketing themselves to an older demographic - I'm always happy to help! My e-mail address is on the blog.
GF