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Add to that higher divorce rates than a generation ago, putting more women over 35 into men's underwear the dating scene, where they want to look their best and stay in style. Hollywood and television shows such as ''Desperate Housewives" men's underwear are also promoting the middle-age woman as sexy.''This generation refuses to grow old and dress like their mothers," said Olga L. Conley, chief financial officer for J. Jill, which appeals to older women with its casual style of loose sweaters and flowing skirts. ''We are trying to grow this chain as fast as we can so by the men's underwear time other guys come in, we're a force to be reckoned with." It's a necessary strategy as more competitors look to older women to boost sales as malls become overrun with teen retailers, including Hot Topic and Abercrombie & Fitch.
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