The purpose of this study is to understand the characteristics of female elderly consumers from the baby-boomer generation in Korea and domestic fashion brands targeting this particular demographic group. The results are as follows: Active seniors are emerging as a new consumer group and receives the spotlight in many areas because of their active economic activity. They can afford time and money to indulge themselves, and have an active purchasing power, especially giving high priority to buying clothes. RUBY is the major fashion consumer group which is interested in senior citizens` beauty, health, and leisure activities. The beauty and fashion industry actively target this specific group. The domestic industry of fashion brands for senior women is just at the level of settling down. To boost the future fashion market for senior women, it is necessary to set up a new brand strategy which based on understanding of consumer preferences and awareness towards fashion, and to develop the design through in-depth research on figure analysis of new senior women and pattern making. Also, market segmentation and clear positioning is needed to meet the new needs of senior women as well as a new way of internet marketing which is suitable for physiological changes and consumption patterns or consumer behavior of active seniors, and a marketing strategy which combines analog sensitivity with IT techniques for `Smart Silver`, is required.