What is there to wear? Retailers confused on boomer fashion
I just read an interesting article on the fashion frustrations many female boomers are experiencing.
It seems that specialty clothing stores (like Forth & Town, Janeville and Martin + Osa) are having trouble catering to baby boomers. They just can’t seem to figure out what older shoppers want.
What’s the problem?
Stores are making a mistake in segregating boomers, said Candace Corlett, principal at WSL Strategic Retail, a retail consultancy.
“The bodies may change, but the spirit is a lot slower to change,” she said. “When you move into your 50s, you don’t become less trendy. You may adjust because you have a different body, but it doesn’t mean you abandon the looks you love.”
Even Chico’s, “which pioneered the retail concept for selling to boomers,” is having this problem and seeing sales drop as a result.
On the flip side, though, once-disappointing department stores are now “starting to see their fortunes reverse” in this — err — department. While specialty stores falter, stores like Macy’s are really learning how to connect with older women — definitely something to consider the next time you go shopping…
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