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Fred Forcellati, the store's advertising and creative director, says, "The older customer prefers the shared experience".
The charity has been lobbying UK companies, trying to persuade them that the grey pound is worth capturing and the older customer worth pursuing.
There's a small-town feel: at the local Thriftway, a cashier may call for someone to help an older customer carry out groceries.
LTD is a way to appeal to an older customer and differentiate from the brand's other offerings aiming for, somewhat ironically given the inspiration, a less breakneck speed than seasonal trends.
The focus on the bare shoulder is a smart move – it is widely regarded an area of the body that defies ageing and so will appeal to an older customer who can realistically afford the designs.
M&S's quality-not-quantity motto may fly with an older customer who is already loyal, but it's the generation of thirtysomethings coming next who might not be so sold.
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The older customers are the curiosity seekers.
Our older customers still snowboard and teach their children.
How much protection do banks owe their older customers?
Note to older customers: Bring your reading glasses.
He now wants to cater to older customers, who might prefer chinos to neon bike shorts.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com