This generation, identified in demography as those born from 1945 to 1965 has been the main force driving the consumer market for the past several decades. As the first wave of this generation came of age during the 1960s, they spawned several sweeping changes that included the youth quake, Woodstock and in terms of fashion, the birth of ready-to-wear.

In a roundabout way, the baby boomers, in the eyes of many also marked the beginning of the end of popularity of haute couture, as the generation’s taste for disposables, fast food and fast cars turned into a ‘faster life’ for everyone.

And as the generation matured, they also became responsible for developing new technology, which in turn gave birth to mass communication and once again, a ‘faster life.’

The tradition of haute couture became an endangered species by default as the baby boomers became the spearhead of ‘instant gratification’ that was also handed down to their siblings Gen X, their children Gen Y and their grandchildren, the up and coming Gen I or internet generation.

The intimacy of haute couture, its exclusivity and its traditions were anathema to this world of mass production and ‘I want it now!’ mentality.

Yet, against all odds, haute couture endured, though it has shrunken from 15,000 strong during its height, to the 1,500 of today, shrunken to a mere 10%.

Statistically, this number is highly improbable; it should be higher because there are more multimillionaires today than 40 or 50 years ago. Of course, the world’s population had also increased; but if we stick with percentages, the numbers should go up merely because the base number had gone up.

Ten percent of 1 billion is lower than 10% of 5 billion. Assuming that 10% of the world’s population controls 90% of the world’s wealth, as has been historically, in today’s world, 50 million strong has the disposable income to spend on luxury goods, including haute couture.

In short, the 1,500 couture clients today is just a drop in the bucket. If we go by statistics alone, it should be higher than the 15,000 clients it had during its height.

So, if there is a market for the made-to-measure craft, why are they not descending in Paris during the haute couture season?

The answer – marketing, promotion and public relations!

Huh? That does not sound right!

At first glance, it does not because the event is covered by the fashion press, the operative word, “fashion press.” Unfortunately, it ends there. Newspapers, magazines, television, even the Internet, with all their forces combined, can only do so much for the public perception of haute couture.

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