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“It turns them off completely. So, the attention to the fitting room is important—there should be chairs in there, and everything should sex with mother be neat and tidy.” One retailer that’s successfully catered to older women, to the tune of $20 million in sales, is Patchington, an upper-moderate, private-label retailer whose target customers are women over sex with mother 55. Most of the sex with mother company’s 49 stores are located in Florida; three are in the Southwest. Patchington president Burt Waters says that, over the years, he has had to keep pace with his changing customer. “There are no more matrons,” he asserts, “and our customers, right up to the oldest segment, want to be appropriately contemporary. The older customer is absolutely influenced by what’s new in fashion. As the general fashion market moves, we have to keep interpreting that into a classic mode for her.” Right now, he notes that sheers, long skirts and animal skin looks are popular sellers. Part of the Patchington success story lies in the firm’s meticulous attention to the little things—stellar customer service; easily defined sales floors; clean, roomy dressing rooms with seats.
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