I had a whole lot more to say in Fit used to be so much better than I wrote. One thing I did hope would arise in the ensuing conversation was the matter of fitting older people. This market wasn’t appreciable before but with baby boomers aging and being such babies about it (we are) and having the expectations we do (the first spoiled generation), fitting this demography will become increasingly critical. I think there’s a bigger problem tho, namely the packaging.
How will we designate “mature” sizes from the rest? Think about it. It has to be palatable because -haven’t you heard? Fifty is the new thirty. I certainly wouldn’t be inspired to shop the old hags rack. Ten years ago, my uncle suggested “Silver Sizing”, it seemed catchy but more appropriate to his generation than mine. With boomers being the first brand generation, whatever will we call it? You can’t sell it unless you’ve got a catchy way to package it. It’s something that we as an industry have never dealt with before. Like it or not, we will be soon. So… what would you call it?