If you do, be sure to speak boomers’ language. And there are a number of multichannel merchants that do a good job addressing fashion-conscious, comfort-desiring buyers in this demographic. On its Web site, A.B. Lambdin, which sells stylish eveningwear, sportswear and swimwear for middle-aged women, offers up 19 fashion tips. Among them, “What’s sexy without being sleazy?” and “Top 6 wearable fall trends.” Stylish, but comfortable — and totally in sync with the boomers.
Plenty of others, such as Appleseed’s and Draper’s & Damon’s, have targeted this age range for years. But some have adjusted to the needs of baby boomers in recent years, while others have not. Some, like Coldwater Creek, Chico’s and J. Jill, have injected the right amount of style to grow (and age) along with their customers.
It’s always easier to focus on women’s apparel when discussing clothing catalogs, but some marketers that focus on menswear, such as Cutter & Buck and Paul Fredrick, also have followed boomers and reaped the benefits. What about you?