Photogen

By Photogen

New Decade, New Challenge

The slogan in this sports shop window declares New Decade, New Challenge. The mannequins are all very young and fit. Yet  this decade will challenge the older generation more than any sector. Surgeons are now exhorting older people to seriously improve their general  fitness, lung capacity and stamina before undergoing big operations to increase recovery time and survival rates  - a 'boot camp' for patients! Window displays should reflect this cultural change of older age and fitness. It has something to do with longevity not just youth.

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