How to Tap the Older Menswear Shopper

If you’ve been in Florence this past week for men’s trade fair Pitti Uomo, you’ve likely spotted the so-called “Pitti peacocks”. Clad in three-piece tailoring, pristine shoes and often a jaunty hat, this group comprises the influencers, brand founders, buyers, and journalists that orbit the menswear market. But more importantly, those who fall into the Gen X and baby boomer generations.

Since marketers learnt they could segment and target specific generations online, brands became obsessed with generational trends. Amid the streetwear boom, which peaked in luxury menswear in the late 2010s and early 2020s, the majority of brands were dead set on winning younger shoppers with influencers, buzzy collabs, celebrity placements, and social media activations. Now, as the aspirational consumer continues to pull back spending and streetwear growth slows, the market would be wise to rethink its focus on younger shoppers.

Baby boomers are often overlooked in luxury consumer reports, even though they hold half of the household wealth in the US.

“Older menswear consumers are often overlooked, but they’re one of the most valuable audiences in fashion today,” says Bia Bezamat, cultural insights expert at Kantar. “Like many consumer industries, fashion often optimizes for Gen Z attention, not necessarily for long-term value or loyalty. But Gen Xs and baby boomers already account for more than a quarter of global spending, so there’s a big mismatch between where brands are focusing their attention and where purchasing power actually sits. The older consumer also tends to be more brand loyal, more decisive, and less driven by short-term trend cycles.”

Indeed, older menswear consumers have serious spending power. McKinsey’s 2025 luxury outlook identified affluent consumers over 50, so-called “silver spenders”, as a major growth engine — accounting for 48% of global spending growth. It checks out: Gen X alone drove $15.2 trillion in global spending in 2025, according to the World Economic Forum, making it the highest-spending generation globally. Plus, baby boomers hold half of the current US household wealth, according to the Federal Reserve.

There are already examples of brands targeting them well. Ultra-high-end labels like Brunello Cucinelli, Zegna, and Loro Piana have long cast older men in shows, presentations and campaigns, positioning themselves as intergenerational labels, while targeting the most affluent of shoppers. Zegna tapped 60-year-old actor Mads Mikkelsen as a global brand ambassador in 2023; he regularly walks their runway shows, alongside male models both his junior and senior.

Some of the most prominent houses like Chanel and Hermès are “the gold standard” of intergenerational marketing, says menswear consultant Nick Wooster, who’s been on the men’s street style scene for the last two decades. However, Wooster notes that many of luxury’s other leading labels under LVMH and Kering are prioritizing millennial and Gen Z marketing that doesn’t resonate with older cohorts. “The people buying the products are not the people that these brands are marketing to,” he says.

Of course, representation is a good first step. But for more mature consumers that favor IRL shopping, stellar service, and style formulas over trends, brands must go further to harness the power of the mature menswear consumer.

Hirofumi Kurino is a pioneer of Japanese fashion, having co-founded leading multi-brand retailer United Arrows in 1989. And while he has long been credited as a fashion icon, as Kurino has gotten older, he’s shifted his spending to invest more in experiences with his family. When he does shop, however, he knows exactly what he’s looking for and is loyal to the brands he believes have visionary founders or creative directors.

Kurino’s not alone. Gen X and baby boomer men generally “shop with intention”, says Joo Woo, SVP of menswear at Saks Fifth Avenue and Neiman Marcus. “He has a clear sense of what he’s looking for: personalized service, quality and craftsmanship, exclusivity, and brand heritage.”

Hirofumi Kurino, co-founder of multi-brand retailer United Arrows.

“Their motivation is less about chasing trends and more about curating their closets with a clarity and confidence that eludes many younger consumers,” adds Kantar’s Bezamat. “Much like their female counterparts, they’ve been traditionally neglected by brands to date and really respond when brands respect their intelligence — with clear communication, great product, and seamless retail experiences.”

As their styles mature, Gen X and boomer shoppers have clear formulas that they stick to for getting dressed. “As my taste and aesthetic have changed organically with experience, I find that I prefer to wear a jacket to complete my look, for example, whether it’s a softly tailored sport style or an unconstructed suit jacket,” says Bruce Pask, associate VP of the men’s fashion office for Saks Fifth Avenue and Neiman Marcus.

Japanese fashion customers are becoming harder to define. They are also spending less. We asked industry insiders to explain how tastes and norms are shifting.

“I always like to have a classic piece, or something sort of mundane, with something really odd. I think if it’s all odd, it doesn’t work; if it’s too mundane, then it’s not interesting,” Wooster says. “A Brooks Brothers Navy Blazer can make a pair of Comme des Garçon shorts super interesting.”

The mature men’s shopper is a “fundamental pillar” of Harrods’s menswear business, says Simon Longland, the retailer’s fashion buying director. “[This customer] shops with intent rather than impulse — building a closet over time with clarity and consistency,” he says, adding that they often value Italian tailoring, refined outerwear, and elevated essentials. “Brands such as Loro Piana and Zegna resonate because they align with this appreciation for craftsmanship and longevity.”

Mature menswear consumers are also the most prominent demographic when it comes to bespoke. “Besides the items traditionally associated with a men’s luxury shopper — watches, cars, art, technology — they buy custom: whether it’s clothing, shoes, or leather accessories,” says Woo. “The combination of quality, personal experience, and expertise that creates perfectly fitted garments represents another level of luxury.”

While social media marketing is key to resonating with the generations that help to shape culture and trends, older men’s consumers are not so driven by trend cycles or buzz, experts agree.

Young-Su Kim, men’s, jewelry, home, and beauty director for Bergdorf Goodman, has felt his approach to fashion change as he’s gotten older. “Compared to 20 years ago, my approach feels more measured. I was much more influenced by trend cycles and celebrity culture — there was a constant emphasis on what felt ‘hot’ or a ‘must-have’,” he says. “My love for product and style as a form of self-expression hasn’t changed, but my relationship with fashion feels much more intentional now. I’m less interested in chasing the moment, and more drawn to pieces that feel personal and lasting.”

For older men, fashion used to be about status or position, Kurino adds, but recently, the emphasis is more on the people and the storytelling behind the brands. “Iconic products that are easy to recognize have lost their charm. Customers are looking for quality over brands or icons,” he says. In the second decade of the 21st century, fashion was inspired by streetwear, and it even influenced older consumers. But that phenomenon has ended, Kurino says. “There was also an old-school identity, which related to old masculinity. But now, the male image is changing. Our men’s shoppers in United Arrows prefer simple but unique pieces with good quality. For example, brands like Auralee, Setchu, The Row, Lemaire, or Caruso.”

This spirit of discovery and the adoption of brands beyond heritage players is partly down to how older generations today are aging differently. “Where there used to be brands that felt mature for mature shoppers, aging today is less about limitation and more about experience, maturity, and discernment,” Bezamat says. “In fashion, we’re seeing older men setting a benchmark for what enduring style looks like. Brands like Saint Laurent, Zegna, and Kith have featured older cultural figures like Christopher Walken and Mads Mikkelsen in their campaigns, bringing a sense of authenticity and authority to their products.”

When it comes to retail, older male shoppers — many of whom are time and cash rich compared to their Gen Z counterparts — are more likely to purchase luxury in-store, even if they’re encountering social media and omnichannel touchpoints before they buy.

In the UK, Gen X and boomer men tend to make more out-of-home shopping trips than any other generation, says GWI’s Beer. They’re also one of the few demographics where this behavior has remained stable over time.

“I haven’t polled everyone my age, but generally, I think people like me really like the act of shopping,” Wooster says. “Believe me, I have spent tons of money online with Mr Porter, Farfetch, and Mytheresa — they provide incredible service. But at the same time, nothing beats trying it on, touching it, feeling it, and not having to go through the hassle of figuring out what to do with it if it doesn’t suit you.” Today, Wooster estimates that 90% of his luxury purchases are made in-store, mainly when traveling to New York, Japan, or Europe.