Study: Fashion and Generations Research in Italy

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The second edition of McArthurGlen's Fashion & Generations Observatory collaboration with Italy’s premier market research company, BVA Doxa, explores how over-50s in Italy have reinvented their style and their relationship with fashion.

The research study, Re-Styler – Don’t Call Them Boomers, examines the habits, values and consumer behaviour of people aged 50–65, who today embody a mature, conscious and modern way of experiencing fashion.

The study, which marks the second edition of the Fashion & Generations Observatory, is part of a series of regular research initiatives conducted by McArthurGlen with an aim to offer a sharper and more insightful perspective on the social and consumer dynamics of its key customer segments.

Conducted on a sample of more than 500 individuals* between 50 and 65 years of age, the research examined the relationship between fashion, luxury and pop culture, outlining a fresh and dynamic consumer profile: the Re-Stylers, a generation that has never stopped reinventing itself, and that lives fashion according to its own rules.

Re-Stylers account for nearly half (46%) of visitors to McArthurGlen’s four centres in Italy, and are the age group with the highest average spend. Their presence has a significant impact on total annual revenue, contributing approximately 40%, while also playing a key role in shaping the centres’ offering and experience strategies. Re-Stylers experience Designer Outlets as places of social interaction, culture and well-being – true reference hubs.

Gaining an in-depth understanding of our visitors - of whom Re-Stylers are a fundamental part - not only in terms of fashion preferences but also the motivations that guide their choices, is essential in addressing an increasingly competitive market and a more aware and demanding customer base. These surveys represent a strategic tool for McArthurGlen in defining and updating business priorities.

Donatella Doppio, Managing Director of Italy

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The Four Faces of Re-Stylers

Our research clearly shows that there is no single way of experiencing fashion after 50. Instead, four distinct profiles emerge, each reflecting a different approach to fashion, consumption and the relationship with the past.

Neo-Classics (33%): they experience fashion as a pleasure and an expression of personal culture. They value quality and detail, finding in fashion a deep connection with the past. They reinterpret historical and nostalgic influences to build a personal, elegant, yet never rigid style, where each garment tells an authentic story.
Social-Pop (35%): they see fashion as play and contemporary language. Curious, dynamic and open to novelty, they move naturally between social networks and trends. They approach the past with irony and lightness: retro collections entertain them and become inspiration for reinterpreting the present.
Ethical (17%): for them, fashion is a conscious and responsible choice. Guided by sustainability values and attention to materials, they prioritise authenticity and consistency. They are sceptical of nostalgic references, often perceived as marketing operations rather than genuine values.
Minimalists (15%): essential and pragmatic, they reduce fashion to its primary function: dressing well without excess. They buy only what is necessary, choosing based on utility, comfort and durability. Their relationship with fashion is detached, yet reflects a deep sense of balance and moderation.

Aware, curious and discerning, Re-Stylers do not chase trends, but choose what truly represents them. For them, style is a way to feel good about themselves and about the world. For brands, they represent a strategic target: loyal, with high purchasing power, and seeking authentic experiences aligned with their values.

* The research included 517 CAWI interviews (via BVA Doxa panel) on a sample representative of the online population aged 50–65. An additional 566 interviews were conducted in Lombardy/Piedmont, Veneto, Lazio and Campania to ensure a robust regional analysis.