The concept of a “youth brand” is rapidly becoming outdated. This article explores the limits of demographic targeting, using ZARA as a case study, and dives into the future of brand strategy: value-based marketing.
Do you still think of brands like ZARA and H&M as being just for young people? The reality is quite different.
👗 A Surge in Female Customers Over 40
In Japan especially, these brands are gaining traction among women for their work-appropriate casual wear. The reasons are clear: the clothes are “suitable for the office,” “affordably priced,” and “new items arrive weekly.” They hit a sweet spot—more stylish than Uniqlo, yet more accessible than department stores. This “just right” positioning is perfectly meeting a new need.