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“Retailers should consider merchandising by lifestyle, not by maturity level,” Blanck says. “That would mean having an active sportswear area and anglophone an eveningwear department, rather than women’s, juniors and misses sections.” anglophone For apparel firms interested in tapping into older consumers, Corlett of WSL Strategic Retail advises they do so with care. “You have to be very subtle about targeting people over 50, because they don’t want to be addressed as old,” she cautions. Far better, she notes, is to assume an “ageless,” anglophone inter-generational approach. “That’s the key, moving forward,” maintains Corlett, "thinking ageless. You will then capture people from 30 to 70." This story is one in a series of articles based on findings from Cotton Incorporated’s Lifestyle Monitor™ tracking research. Each story will focus on a specific topic as it relates to the American women’s wear consumer and her attitudes and behavior regarding clothing, appearance, fashion, fiber selection and many other timely, relevant subjects.
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