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Boomer or bust

The Vancouver Sun, 10/16/07

Abstract:

Boom! indeed.

That loud, resounding thud you hear is the sound of a thousand fashion marketers smacking themselves in the head as they realize they've been focusing on exactly the wrong demographic.

All this time, they've been trying to sell clothes to 20-year-olds, when the biggest, richest demographic of all time has been watching in bemused frustration.

We're talking about the baby boomers, of course, savvy middle-aged women who have money and credit to burn, but for years were largely stuck between were largely stuck between fashions for girls and fashions for grandmas.

Now, for the first time in a long time, it seems that everyone wants to market to the baby boomers. Only thing is, especially where women's fashion is concerned, too often they're getting it wrong.

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