What does a woman want? More specifically, what do women 35 and older want?
Consumers in this demographic want to feel as though they are getting special attention, but they don't want to shop in stores that are for older women, according to a Wall Street Journal article. The piece points out that a number of chains, including Gap Inc.'s Forth & Towne and Gymboree's Janesville, failed, at least in part, because women perceived the stores as being for older women.
Part of the difficulty in reaching this consumer base is that it is not a single group.
"I don't know of any consumer group that crosses so many price ranges and designs," Sue Rolontz, executive vice president of Tobe Report, told The Journal.
Michael Fink, women's fashion director at Saks Fifth Avenue, says the same item may work for women with considerable difference in ages. Mr. Fink pointed to "sexy tops" the store sells that women of all ages are wearing.
Bloomingdale's is looking to address the issue of reaching older female consumers with its Quotation department. The store has developed the area of the store to look like a boutique offering clothes that appeal to both older boomer women as well as those in their twenties.
Instead of the traditional configuration matching merchandise to form outfits, Quotation merchandises all blouses together in a single area, along with jeans, jackets, etc.
Discussion Questions: Based on recent experience, does it make sense for retailers to develop stores or even departments specifically targeted to women 35+? Are women in the forties interested in wearing the same clothing as their twenty-something counterparts?