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APR 2007

What Do 35-Year-Old Women Want?

As other stores stumble, Bloomie's Quotation boutiques are going after these busy shoppers

BusinessWeek, April 2, 2007 — Bloomingdale's Inc. (FD ) is pursuing "yummy mommies." That's what the chain has dubbed the stylish 35-to-45-year-olds it's courting with a store-within-a-store boutique called Quotation. These women may have gone up a size post-baby but are adamant that motherhood is not synonymous with looking matronly. Other retailers have tried and failed to win over this elusive demographic. In January, Gymboree Corp. (GYMB ), known for its children's clothing, shuttered Janeville, its brand for women in their mid-30s and older. Soon after, Gap Inc.

Categories: Brand Strategy, Customer Experience
Tags: Bloomingdales, Customer Targeting, Retail Design

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