The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

The case study of the current senior shift in fashion and beauty brand

패션뷰티 산업분야의 시니어 시프트 현황분석

  • Baek, Kyoungjin (Dept. of Beauty Art, Jeonghwa Arts University) ;
  • Seo, Inkyung (Dept. of Human Environment Design, Yonsei University)
  • 백경진 (정화예술대학교 미용예술학부) ;
  • 서인경 (연세대학교 생활디자인학과)
  • Received : 2018.01.19
  • Accepted : 2018.02.12
  • Published : 2018.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

In recent years, there has been increasing interest in the senior people in our aging society. This paper will give an account of the current cases of senior shift. The first section of this paper will examine a conceptual approach based on a literature review and analyze case studies of senior shifts by national fashion and beauty brands. It will be helpful for the 'New Senior' consumer group, which in emerging in an aging society. The research methods applied were a literature review and a case study, and a database search was conducted to determine the current situation of global brands. The results of the literature review showed that seniors can be classified into four types based on their physical aging condition and emotional tendency: Prime Senior, Smart Senior, Rational Senior, and Slump Senior. The first thing that needs to be said is that the Prime Senior type is found commonly in as a way to appoint a senior model in order to switch brand image. Cases of the Smart Senior type appeared only in the beauty field, which attempted multilateral approaches such as launching products exclusively for seniors and offering make-up services after improving the usability and functionality in response to senior consumers'needs. However, as no cases of senior shift were found for the Rational Senior and Slump Senior types in either the fashion or beauty field, future studies should explore the market approaches used in those categories.

Keywords

References

  1. Adams, R. (2013, December 19). Marc Jacobs pays tribute to Catherine Deneuve & more muses in final Louis Vuitton campaign. HuffPost, Retrieved November 20, 2017, from http://www.huffingtonpost.co.uk/entry/marc-jacobs-catherinedeneuve_n_4472388
  2. Cash, T. F., & Pruzinsky, T. (1990). Body images: Development, deviance, and change. New York: Guilford Press.
  3. Cho, E. J. (1987). A study on fashion preference of elderly women. Unpublished master's thesis, Hongik University, Seoul, Korea.
  4. Choi, S. K., Jeong, S. J., & Chu, M. S. (2014). Effects of appearance care behavior on the quality of life of elderly women. Journal of the Korean Society of Design Culture, 20(4), 689-696.
  5. Choi, Y. J., Chung, K. Y., Kim, H. S., Park, Y. M., Kim, H. O., & Lee, J. Y. (2011, October). 노인의 피부질환과 우울증의 관련성에 대한 연구 [A study on the relationship between skin problems and depression in the elderly]. Proceedings of the Korean Dermatological Association Autumn Conference, Seoul, 63(2), 227-227.
  6. Chung, S.-D., Jeon, H.-S., & Jeon, J.-H. (2015). The influence of lifestyle on subjective mental and physical health: Comparative analysis among baby-boomers. Journal of Welfare for the Aged, 67, 61-82.
  7. Codinha, A. (2015, January 6). Celine unveils its latest poster girl: Joan Didion. Vogue, Retrieved December 20, 2017, from https://www.vogue.com/article/joan-didion-celine-ad-campaign/amp
  8. Cox, R. (2015, January 21). Twiggy is L'Oreal Professionnel's new brand ambassador. Glamourmagazine, Retrieved November 10, 2017, from http://www.glamourmagazine.co.uk/article/twiggy-loreal-ambassador-2015
  9. Ehrlich, J. (2013, December 30). Rolex "Classic is forever" Ad featuring Carmen Dell'Orefice. Rolex Magazine, Retrieved January 7, 2018, from http://www.rolexmagazine.com/2009/06/rolex-class-isforever-ad.html?m=1
  10. Fernandez, C. (2015, January 9). Joni Mitchell is Saint Laurent's new campaign star. Fashionista, Retrieved December 25, 2017, from https://fashionista.com/2015/01/joni-mitchell-saint-laurent
  11. Hur, J. (2016, April 28). 편의점, 조제약국과 융합해 새롭게 도전 [Convenience store, combine with the pharmaceuticals and food and drug administration to create new challenges]. Korea Logistics News, Retrieved November 25, 2017, from http://www.klnews.co.kr/news/articleView.html?idxno=113447
  12. Hutchings, L. (2016, April 29). Meet Harvey Nichols's 100-year-old star. British Vogue, Retrieved January 10, 2018, from http://www.vogue.co.uk/article/harvey-nichols-100-year-oldmodel-campaign
  13. Impact editorial department. (2017). 고령화 시대의 유망 고령친화산업(실버산업) 분야별 시장동향 및 관련 산업동향 [Promising silver industrial products and market trends attention to aging]. Seoul: Impactbook.
  14. Irving, P. H. (2016). The upside of aging: How long life is changing the world of health, work, innovation, policy, and purpose (S. Y. Kim, Trans). Seoul: Analog. (Original work published 2014)
  15. Jeon, Y. S. (2016). 피파세대 소비심리를 읽는 힘 [Ability to read Pipa generation consumer sentiment]. Seoul: Eye of Ra.
  16. Kim, H. K. (1999). 신체장애와 특수의복 [Functional clothing for the handicapped]. Seoul: Gyomoonsa.
  17. Kim, K.-H., & Choi, H.-S. (1996). A study on somatotype of elderly women. Family and Environment Research, 34(2), 183-199.
  18. Kim, M.-L., & Kim, J.-D. (2005). A study for psychological effects which make-up behavior has on women. Journal of the Society of Cosmetic Scientists of Korea, 31(1), 127-134.
  19. Kim, S. H., & Lee, J. H. (2007). The effects of ethnographics on silver-town types and preference. Journal of Marketing Studies, 15(4), 37-68.
  20. Kim, S. Y., Kwon, C. M., Hwang, S. W., Lee, H.-C., & Lee, J.-H. (2010). Factor and cluster analyses of the senior life style for senior product industry. Journal of the Korean Data Analysis Society, 12(1), 159-169.
  21. Kim, W. C. (2017). 초고령사회 일본에서 길을 찾다: 10년 먼저 온 초고령사회 일본이 사는 법 [Looking up the road of a super-aged society in Japan]. Seoul: Paperroad.
  22. Kim, Y. S., & Sohn, H. S. (1996). A study on classification of elderly women's upper body shape. Family and Environment Research, 34(3), 219-232.
  23. Kittaka, L. G. (2017, August 1). Why brands need to rethink their approach to 'seniors'. Campaignasia. Retrieved December 21, 2017, from http://www.campaignasia.com/article/why-brands-need-to-rethink-their-approach-to-seniors/438470
  24. Ko, H.-J., & Hwang, H.-Y. (2008). A study of preference factors for silver-town services based on the life style: Focused on the pre-elderly in Cheongju. Journal of the Korean Housing Association, 19(6), 63-71.
  25. Kwon, J.-I., Lee, D.-H., & Jang, Y.-J. (2012). The influence of lifestyle of aged people on health condition & life satisfaction. Journal of the Korean Academy of Health and Welfare for Elderly, 4(2), 1-12.
  26. Ledbetter, C. (2017, October 5). Lauren Hutton covers Vogue Italia's 'Timeless' issue at age 73. HuffPost, Retrieved January 10, 2018 from https://www.huffingtonpost.com/entry/model-lauren-hutton-graces-vogue-italias-timeless-issue-at-73_us_59d64744e4b0becae802d756
  27. Lee, H. S. (1997). An attitude study on the makeup of the aged. Journal of the Korean Society of Cosmetology, 3(1), 165-183.
  28. Lee, N. Y. (2017, April 17). 새로운 어르신? '액티브 시니어'에 주목하라! [New old man? Attention, active senior!]. The Kyunghyang Shinmun, Retrieved January 18, 2018, from http://news.khan.co.kr/kh_news/khan_art_view.html?artid=201704171619002&code=900303
  29. Lee, S. H. (2016, September 6). '어번 시니어' 멋쟁이 노인 트렌드로 뜬다 ['Urban Senior' a trend in an old dressing up]. The Maeil Shinmun, Retrieved January 18, 2018, from http://www.imaeil.com/sub_news/sub_news_view.php?news_id=42917&yy=2016
  30. Lee, Y. S. (2005). Universal design. Seoul: Yonsei University Press.
  31. L'Oreal Paris. (2016, January 14). Susan Sarandon: Oscar winner, activist and most of all a woman of worth. L'Oreal Official Website, Retrieved November 25, 2017, from http://www.loreal.com/media/news/2016/jan/susan-sarandon-powerful-woman-of-worth
  32. Mac Cosmetics. (2011, December 16). MAC and Iris Apfel collection for winter 2011: Official information & photos. Temptalia, Retrieved November 20, 2017, from https://www.temptalia.com/macand-iris-apfel-collection-for-winter-2011
  33. Murata, H. (2013). シニアシフトの衝撃: 超高齢社会をビジネスチャンスに変える方法 [Senior shift impact] (S. Y. Kim, Trans). Seoul: Joongangbooks. (Original work published 2012)
  34. Musique, C. (2017, March 31). Tanya Drouginska: La video de La Mariee, extrait du EP Resurrection [Blog Post]. Retrieved December 29, 2017, from http://www.bienlebonjourdandre.com/2017/03/tanya-drouginska-la-video-de-la-mariee-extrait-du-ep-resurrection/chanson-musique/ecoute/actualite.html
  35. Myung, S. J. (n.d.). Vivienne Westwood. In 세계 브랜드 백과 [World brand encyclopedia]. Retrieved November 30, 2017, from http://terms.naver.com/entry.nhn?docId=2697889&cid=43168&categoryId=43168
  36. Orr, D. (2014, Spring/Summer). When Vivienne talks, we should listen. The Gentlewoman, 9. Retrieved November 30, 2017, from http://thegentlewoman.co.uk/library/vivienne-westwood
  37. Park, E. J. (1996). Effects of situational variables and consumer characteristics on apparel buying behavior. The Research Journal of the Costume Culture, 4(2), 145-155.
  38. Paris Match. (n.d.). Dossier Presse. Tanya Drouginska, Retrieved November 20, 2017, from http://tanya-drouginska.com/fr/dossier-presse#67
  39. Preiser, W. F. E., & Ostroff, E. (2001). Universal design handbook. New York: McGraw-Hill.
  40. Ryu, H. J. (2011). Characteristics of lifestyle of the pre-elderly for future elderly-friendly housing design. Korea Design Forum, 33, 121-130.
  41. Safronova, V. (2017, September, 27). Maye Musk, 69, is now a covergirl. The New York Times, Retrieved January 7, 2018, from https://www.nytimes.com/2017/09/27/fashion/covergirl-maye-musk-elon-musk.html
  42. Sakamoto, S. (2016). 2020 senior trend (J. H. Kim, Trans). Seoul: Hansmedia. (Original work published 2016)
  43. Shiseido Beauty Solution Development Center. (2013). 化粧セラピ: 心と身體を元氣にする新しいちから [Make-up therapy] (J. D. Kim, & H. J. Im Trans). Paju: Kwangmoonkag. (Original work published 2010)
  44. Song, M. K., & Park, S. J. (1998). 기능복 [Functional clothing]. Seoul: Soohaksa.
  45. Sowray, B. (2014, July 21). Edie Campbell's and family affair for Lanvin. The Telegraph, Retrieved December 25, 2017, from http://fashion.telegraph.co.uk/news-features/TMG10980815/Edie-Campbells-family-affair-for-Lanvin.html
  46. Strutner, S. (2016, March 23). 60-year-old model puts sexed-up swimsuit ads to shame in stunning photos. HuffPost, Retrieved November 20, 2017, from https://www.huffingtonpost.com/entry/yasmina-rossi-60-year-old-model-swimsuit_us_56f2d69ce4b0c3ef521795ae
  47. Yi, Y.-S., Kim, Y.-S., & Liu, G. (2001). A comparative study on the lifestyle of elderly Koreans and elderly Chinese. Journal of the Korea Gerontological Society, 21(2), 53-69.
  48. Yoo, C.-K., Lee, H.-C., & Han, J.-Y. (2007). Leisure activities for aging population by their lifestyles. Journal of Tourism Sciences, 31(1), 345-363.
  49. Yoon, J. (1985). 성인.노인 심리학 [Adult, psychology of aging]. Seoul: Joongang aptitude books.
  50. Yotka, S. (2014, August 1). Charlotte Rampling's NARS ad is here. Fashionista, Retrieved November,17, 2017, from https://fashionista.com/2014/08/charlotte-rampling-nars

Cited by

  1. The perception of makeup for the elderly and the makeup behavior of new seniors vol.19, pp.2, 2018, https://doi.org/10.1002/cb.1801
  2. Color Cosmetics Market's Segmentation for Korean New Seniors vol.44, pp.6, 2018, https://doi.org/10.5850/jksct.2020.44.6.1189