Upscale Clothier Targeting Baby Boomers
Posted August 13, 2007
| Ann Taylor, the clothing chain, known for its prim clothing for career women in their 30s and 40s, is developing a new casual apparel chain for the older, baby-boomer generation, according to people briefed on the matter. With the move, the company will leap into an overlooked and risky market that has tripped up several competitors. Baby boomers, the expected audience for the new chain, are considered an underserved demographic in the industry, even though they spend $43 billion a year on apparel. Inspired by the success of boomer brands like Eileen Fisher, retailers have rushed to develop new casual clothing stores for women over 35. |  |
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