There are 76 million Baby Boomers (ages 49 to 67) who are prime candidates for promotional apparel programs. As with any demographic, fit matters to these individuals. So what size guidelines and cut cues should you keep in mind when outfitting older audiences? Remember, first, that you’re straddling a couple of different life stages for this group. A good portion of Baby Boomers are in the prime of their professional careers; others are entering retirement. Either way, most prefer a classic, modest fit as opposed to the form- fitting trends admired by youth audiences.
Joy Shi, marketing associate at Tri-Mountain, recommends variety in size selection. “Having a wide range of sizing that accommodates Big & Tall sizes is important,” she says, “which is one of the reasons why we offer 150 styles up to 6XL Tall. Other details to keep in mind are comfort and wearability, factors that are affected by the fabrics, and how the shirts are tailored to fit. Lastly, the apparel should not be slim-fit.”
Shi also advises a focus on details and functionality, recommending styles that are easier to put on and take off, such as a full-zip garment versus a pullover. Smooth, slick linings in jacket sleeves ease coat removal. This is particularly important for programs geared toward the older range of Baby Boomers and beyond to the Greatest Generation (audiences over age 67).
A final tip: Look for fabrics that drape in a flattering way, rather than cling to the body. Choose easy-care, wrinkle-free fabrications for added appeal.