Mature ladies are top of mind for several retailers this season. A number of chains are shifting their inventory and advertising to reflect classic pieces that will lure a wider audience of women (and their money) into stores to increase spending.
The marketing plan to increase profits by attracting a wider consumer base, including “mature” women is a reaction to counteract sluggish profits due to the recent downward trending economy. With bank accounts more closely guarded than ever, retailers are reacting appropriately to increase their customer base with their own ideas of pieces that are worth the price – and will last past the trends of the season.
With clothing more of an investment than an impulse buy, retailers are tailoring the message and the inventory to give women what they’re looking for this season.
Classic mix and match pieces are popular as well as a more aggressive advertising campaigns, with some retailers including bright, colorful ads in fashion magazines with a mature audience.
Source: Miami Herald, December 2010