USA : Retailers turn to mature women

Majority baby boomer US women can at last wear clothes they prefer, and they no longer have to wear belly shirts and short shorts, as retailers promise more mature fashions.

Marshal Cohen, Chief Retail Analyst for NPD Group, a market research firm in Port Washington, New York, observed that many retailers had become disinterested in catering to older women.

Too many players chasing too few customers in teen market has made retailers to finally realize the importance of this particular customer segment.

The 40 to 50 year age group segment has over 40 million women, making it a sizable group in the $101 billion female apparel market.

But it seems that retailers may be a wee bit late to make an entry in the mature fashion market segment.

Gap Inc's a new chain, Forth & Towne is targeting women over 35, while children's clothier Gymboree Corp started Janeville in 2004, and teen chain American Eagle says it will open the first four stores of its new Martin + Osa brand targeting older women, this fall.