As we get older, we may gradually lose our physical abilities, but we never lose our fashion sense

As we get older, we may gradually lose our physical abilities, but we never lose our fashion sense. However, most clothing and other products designed for older adults is usually unfashionable and offers only a narrow selection. From now on, products for older consumers must have an elegant style to compensate for the inconvenience that is caused by the decline of physical abilities due to age.

Products must evolve from the function-oriented to the style-oriented. However, when we talk about “a real style,” we are not just talking about the superficial style such as the quality of materials or design.A product with a real style must have taken the users – older adults in this case – into consideration.

A good example of this strategy is an online store called “Gold Violin.” Their walking stick does not look like something that people with a walking problem hold on to. It is designed as if it were a part of a woman’s fashionable accessories, just like her shoes or her handbag.

Another example of a product with a strong positive appeal is “Elderhostel,” which provides learning adventures for people who are 55 years old and over. This age limit is not discrimination. It is a positive message that older people still have lots to learn through traveling filled with outdoor adventures.

Similar example of this trend is Jan Erickson and Jon Thomas’ company, Janska, which makes stylish and comfortable clothing for older people with restricted abilities to move.

The product/service provider for older generations should be a smart “aging stylist” who can provide an elegant way to overcome the inconveniences of aging

In Japan, Wacoal Corp., a women’s underwear manufacturer, created two new brands -- ”La Vie Aisee” for women in their 40’s or older and “Gra-P” for women in their 60’s or older. “La Vie Aisee,” is a line of fashionable underwear that is intended to be comfortable for women whose skin gets sensitive because of menopause. “Gra-P” offers a line of nicely designed underwear, with beautiful laces and others, with the material is carefully chosen that is elastic and comfortable, to be comfortable for older women’s shoulders and other parts of their bodies.

The product/service provider for older generations should be a smart “aging stylist” who can provide an elegant way to overcome the inconveniences of aging. Professional skill in merchandising is required so that older adults can feel respect and consideration for their needs.

If you study the products and services for older adults that have been successful in responding to their physical or psychological needs, you will feel the affection that merchandising people have for older adults. In other words, those who just try to sell products to older adults without feeling affection for them will not be successful.

Never treat older people merely as consumers with lots of time and money and ignore their particular needs and interests

The real wisdom of selling to older adults comes from having feelings of true affection, respect and gratitude toward them. You’d better not try to tamper or use a trick. You just have to choose what’s best for your own parents or grandparents. The key is to make them happy.