Not a good time for companies targeting the over-50s

Readers of this blog will know about the demise (‘rationalisation’) of Heyday. Last week Gap pulled the rug under Forth & Towne and now a UK company called Dream Direct is re-evaluating its future.

Dream Direct specialises in leisure and entertainment products targeted for the over 50s.

One of its companies sells DVDs. If you look on the Razamataz web site you will see that the featured DVD, called Downfall, costs £17.99. The price on Amazon.co.uk is £7.97 (No not £17.97)

You have to offer a lot of additional “over-50s” benefits to justify that price differential!

I hate seeing any companies have problems but the reasons are normally very simple and obvious. That applies as much (if not more so) to over-50s companies. Dick Stroud