Middle-aged women don't want to look middle-aged, which is why Bloomingdales is launching a new department called Quotations. The new lines will market casual clothes to boomer women and urbane mothers.
"The idea is that by pitching to boomers as well as younger women, Quotation will have a hip vibe that will appeal to a broad cross section. Each department is positioned next to contemporary labels like Juicy Couture, which are favored by women in their 20s, and has a diverse range of separates," the Wall Street Journal said.
Gap's Forth and Towne (FAT) tried to get this market and failed. Chico's had the market and let it get away. Bloomingdales feels confident that they can harness this niche or powerful spenders.
Targeting Boomers and Urban Mothers
"Quotations" at Bloomingdales
Trend Themes
1. Casual Clothing for Boomer Women - Opportunity for disruptive innovation in the fashion industry by targeting the style needs of middle-aged women who want to look youthful and trendy.
2. Fashion for Urbane Mothers - Innovation opportunity in the fashion industry to cater to the fashion demands of urban mothers who seek stylish and practical clothing options.
3. Vibrant Cross-generational Appeal - Opportunity for disruptive innovation by creating a department that combines contemporary fashion with unique offerings to attract both boomers and younger women at the same time.
Industry Implications
1. Fashion Retail - Disruption potential in the fashion retail industry by developing unique clothing lines and shopping experiences specifically for boomer women and urban mothers.
2. Apparel Manufacturing - Innovation opportunity in the apparel manufacturing industry to produce fashionable and comfortable clothing options for middle-aged women and urban mothers.
3. Marketing and Advertising - Opportunity for disruptive innovation in marketing and advertising by creating effective campaigns that target boomers and younger women, showcasing fashionable and age-appropriate clothing options.