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The Generation Fashion Forgot
- Business & money
Fashion has long been obsessed with youth, treating young shoppers as both trendsetters and the engine of growth. Yet brands including Evereve, Ulla Johnson, Frances Valentine and Poppy & Peonies are finding opportunities in catering to women in their 40s, 50s and beyond, a demographic with significant spending power and brand loyalty that rarely features prominently in fashion campaigns. On this week's episode of The Debrief, senior correspondent Sheena Butler-Young and US editor Diana Pearl examine why brands are still afraid to make the older shopper the face of a campaign, what “multi-generational selling” actually requires, and how...
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B2 · Upper-intermediate
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- 77% of the words are B1 or easier.
- 185 words a minute: natural, fairly fast speech.
- 120 harder words (B2 and up) in the whole episode.
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most popular BOF professional stories with the correspondents who created them.
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Is this episode right for you?
B2 · Upper-intermediate
Comfortable if you already follow TV news
- 77% of the words are B1 or easier.
- 185 words a minute: natural, fairly fast speech.
- 120 harder words (B2 and up) in the whole episode.
Transcript
The opening of the episode. The whole transcript is in the player.
harder words (B2+)
Hello and welcome to the Debris from the business of fashion where each week we delve into our most popular BOF professional stories with the correspondents who created them. I'm Senior Correspondent Sheena Butler Young. When fashion brands throw a party, they often enlist a celebrity or an influencer to draw
a crowd. But at a recent event at the Minnesota flagship of women's clothing retailer, Everive, co-founder Megan Tempty turned to a different kind of guest of honor, her 82-year-old mother.
The women who came along with her, many in their 70s and 80s, were exactly the customers that the retailer was hoping to attract. For decades, fashion has been obsessed with youth,
That was the opening. The rest of the episode (27 min) is in the player: every word clickable, with translation, saved words and flashcards.
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