Boston Proper Billion-Dollar Opportunity
By Donna Loyle
Unique merchandise, exceptional visual branding and a textbook e-commerce strategy give Boston Proper a leg up on its competition.
Boston Proper CEO Michael Tiernan calls it "The Billion-Dollar Opportunity."
His vision encompasses a multichannel strategy targeting affluent, self-assured, baby boomer women — a generation notorious for its conviction that it will stay vibrant and sexy long into old age.