Sciuras Impact on the Fashion Industry
Bradley Schurman
Strategic Foresight // Demographic Change // Inclusive Design // Author of THE SUPER AGE: DECODING OUR DEMOGRAPHIC DESTINY (Harper Collins) // Founder and CEO of The Super Age // 40OverForty
Milan is the fashion capital of Italy and one of the world's first "super-aged" cities, meaning that at least one out of five people living there is over 65.
So, it is no surprise that the "Sciuras"—a term from the Milanese dialect that refers to affluent and stylish older women who epitomize the peak of Italian sophistication--are having a greater influence there and on the future of global fashion. They are respected and admired by Milanese society and are often seen as the matriarchs of its fashion scene.
One notable account that highlights Sciuras' influence is @sciuraglam on Instagram, which has garnered over 315,000 followers.
According to a report by the Italian Chamber of Fashion, Milan is now home to over 12,000 fashion companies, including well-known names like Gucci and Fendi. A significant portion of their market includes luxury buyers like the Sciuras, who prefer timeless pieces over fast-fashion trends. Their style choices often include luxurious furs, sophisticated pearls, and elegantly tailored outfits that speak of their refined tastes and societal status.
According to Bain & Company, the Italian luxury market is expected to grow by 5% annually, reaching $30 billion by 2025. By 2025, the global luxury fashion industry's revenues are expected to increase by 3.6%, reaching approximately $120.1 billion, and continue to grow, reaching $131.7 billion by 2028.
As older populations in the world's richest economies continue to grow and younger ones contract, it's common sense to capitalize on the market potential that Sciuras and their global counterparts offer. We're starting to see the shift at least in terms of representation of older men and women in fashion advertising and editorial. However, there is still much to do.
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Principal Consultant and Advisor
6moFashion and style are ageless.
Director Carbonado Consultancy Ltd | Keynote Speaker | NED | Corporate Social Responsibility Business Strategist | Equity Diversity & Inclusion Thought Leader | G100 Advisor UK League
6moBradley I just love your articles on age, and the power of thinking outside the lobotomy of bias and discrimination.