Women are shifting the narrative on what getting older means to them, but brands are still catching up to represent these evolving ideas. Hotter Shoes' latest campaign is both a celebratory and realistic reflection of women defining their own version of later life success. We explore the insights behind this and why brands could work harder to win over older audiences.
Hotter Shoes has launched a campaign called 'Hello Comfort, Hello You'. Aimed at women in their 40s and 50s, it follows on from the brand's 2020 ad, which encouraged people of all ages to be themselves, as Hotter’s shoes provide the comfort people need to focus on what matters. Working with agency Pablo, the 2021 ads feature women in their 50s unapologetically seeking what’s best for them, whether in their professional or personal lives. The campaign is launching in partnership with Sky TV, with an accompanying competition asking people to describe what comfort means to them.
Aimed at an older audience, the campaign demonstrates Hotter’s awareness of how people’s definition of aging is shifting – as are their expectations of how brands communicate with and cater to them. Feeling disregarded by fashion brands – which tend to focus on youth – older shoppers are seeking out brands that understand their mindset – without relying on tired stereotypes. Over-50s spending on fashion and shoes in the UK is set to increase by 60% by 2040 – making this age group the sector’s key consumers. Adding to this existing shift, with older age groups getting vaccines first, and experiencing less financial upheaval than younger generations, Boomers look likely to lead in post-pandemic spending. Brands would do well to demonstrate their understanding of this age group, building campaigns and products that accurately reflect their lived experiences.
Ellie Barber is a senior behavioural analyst at Canvas8. She has worked across the UK, US, Europe, and Asia to unpick consumer behaviour for some of the world’s largest brands, finding herself on rooftops with Russian teenagers and eating hot pot with Shanghai’s streetwear community. When she’s not doing that, you can find her singing at weekly choir practises or attempting Ottolenghi recipes.