STYLE SHEET: Lifelong Consumers

How certain brands appeal to all generations

By Lindsey Aspinall Getz

Tweens are wearing the same pattern in ophthalmics that their mothers wear in sunwear. Shown: Coach Joelle (sun) and Blossom from Marchon

The Chesterfield brand from Safilo transcends age by utilizing the same design features, such as shape, in both adult and children styles. Shown on man: CH691 and on boy: CH445

Often times, it's the most unlikely of brands. After all, who would've imagined that fashion-conscious tweens would be carrying around the same quilted bag that their grand-mother adores?

Yet Vera Bradley has capitalized on its popularity among all age groups—from young children through mature seniors. It's no longer surprising to see elementary-age kids carrying girly mini-purses, college campuses awash in book-toting Vera patterns, 30-somethings lugging baby plus Vera Baby Bag, and seniors traveling with the branded luggage.

But Vera isn't the only brand that's transcended age limits. The, perhaps even more unlikely Crocs brand is a huge hit despite the fact that it started out with a simple item that looked like nothing more than your mother's gardening shoe. But, as the comfy rubber shoes gained popularity, the company found that consumers of all ages were interested in owning a pair.

So what is it that makes certain brands appeal to all ages, while others seem stuck in a particular age category? Our experts say that brands achieving ageless status are those that have a "classic appeal." That is, a simple and defining style. These brands tend to come from companies who truly "know who they are" and what their product is about. They know what works and they have continued to produce it, realizing that any drastic changes could lose their loyal customers.

Luxottica's Polo frames for kids and adults share design similarities. Shown above, PP8003 is from Ralph Lauren Kids, and below, Polo PH1007, is for men

Coach, for instance, has achieved this status with its maintenance of a recognizable brand identity. No matter what new lines come out each season, fans say they can always distinguish a Coach bag from others.

The Vera Bradley brand is popular with all generations. Shown above is kid's style Molly and below is VB3019, both from McGee Group

One example, the famous C bags, have maintained their popularity. The signature pattern is a status symbol for the younger generations and a "design classic" for the older crowd.

"The signature Cs are the driving force behind Coach's reach to all demographics," says Mark Ginsberg, Marchon's senior vice president designer brands, Coach. "But in addition to the signature "C" repeat pattern, Coach also has a number of iconic hardware/design features that resonate with a broad spectrum of consumers.

"Coach's popularity can be attributed to its commitment to classic, distinctive American styling," adds Ginsberg. "Its product is designed to appeal to a broad range of consumers with a product range that has longevity."

Polo is another brand offering this sense of "classic style," that extends its appeal from classroom to catwalk and beyond.

"The Polo brand has always stood for quality products that represent the preppy lifestyle," says Vittorio Verdun, vice president of Luxottica. "Polo eyewear embodies the classic shapes, colors, and authentic designs that appeal to those who love the preppy look, from kids through adults." EB