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The Boomer Balancing Act

The Wall Street Journal , 11/3/07

Abstract:

Retailers are once again trying to target one of fashion's most elusive markets: middle-age women who don't want to dress like middle-age women.

Overtly courting the roughly 40 million baby boomer women, born between 1946 and 1964, can be difficult for retailers. These women spend more than previous generations did at their age. Many of them view themselves as youthful. Defunct chains like Gap's Fourth & Towne stores and Gymboree's Janesville failed, in part, because many people didn't want to shop in stores that were labeled for older women.

But several retailers are plunging in afresh. Macy's Inc.'s Bloomingdale's chain is rolling out a new department called Quotation, which sells casual clothes aimed at 35- to 50-year-old urbane moms and professional women...

...Career-wear giant Ann Taylor, which has sold suits to working women since the 1970s, is also preparing to target this market with a new retail concept it will launch next fall. And the 615-store Chico's chain, which had a cult following among suburban women but has stumbled lately, is trying to draw more shoppers in their 30s and 40s with new items like embroidered jeans and fitted jackets.

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