Gray economy .. German companies targeting the older population

"Everything is suitable for the size" is the slogan of "Adler", which is an expanding chain of fashion shops specifically targeted at older shoppers.

This shop offers clothes large sizes, and larger rooms to change clothes, and easier identification cards to read. It has seats for customers to take a break and enough room on the floors to accommodate wheelchairs.

But the CEO, Lothar Schafer, insists that Adler is not only for the elderly. Target market introduction for those who are age 45 and above, or half the population of Germany. He says its president, 49-year-old: "We are targeting what we call the 'best centenarians'. They are still active over the age of 70. They can climb a mountain bike through the Alps. And dressed in jeans and bright colors. They do not want Old-style clothes. "

Expects Adler shops which has 154 stores in Germany, with 24 stores last in other countries speak the German language, it reaches its sales to the 550 million euros the year, compared with 535 million euros in 2014, when it posted a profit before tax amounted to 21.2 million discount euro.

Says Norbert Schneider, Director of Government Population Research Institute, said there is "a new population group is now emerging in Germany" is made up of seniors who ranged in age from 60 to 79 years, most of whom are in good health and active socially. "Many of them make up a new source of demand, and thus make a profit for a number of industries."

What is true for products also applies to services. See Olaantz Insurance Company opportunities in the development of funds savings associated with pensions. Considers that the payment system at retirement in Germany, backed by the government and intended to finance pension funds, under pressure due to the high number of retirees at a time when the number of residents who fall are of working age. The group is working to develop new ways to reach their target audience.

The company has revived the TV ads dating back to the era of the eighties, to deliver the message that the values ​​that were true then is true today's values. It's certainly a message where a lot of nostalgia - but directly target customers of the elderly.