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.