Tuesday, August 14, 2007

Next Up: Ann Taylor

A few years ago GAP, Inc. attempted to launch a new retail concept aimed at "women over 35," which most of us in marketing translated to mean Boomer women (who think of themselves as barely 35, even though they are older now).

The concept failed, but not from lack of demand. Boomer women spend some $43 billion annually on apparel. It failed, on the most part, from lack of attention and marketing by GAP, who is still trying to figure out how to resuscitate the core brands: Gap, Old Navy and Banana Republic.

Now comes apparel giant Ann Taylor to fill the void, according to this news story.

Let's hope they do a better job of merchandising, marketing and promoting the new effort. We'll keep you posted.

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Valuable Insights into the Hearts, Minds and Wallets of Today's Baby Boomers

This blog is by the authors of Boomer Consumer: Ten New Rules for Marketing to America's Largest, Wealthiest and Most Influential Group, on sale now.

Here is where you'll find information referenced in the book, as well as updates, news and perspectives from Matt Thornhill and John Martin, founders of the Boomer Project.