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Response to livetohike (Reply #4)

Wed Apr 3, 2013, 11:16 AM

12. Right, they got rid of the items that their core shoppers liked:

jeans and other sportswear for middle-aged people
hosiery suitable for business wear
affordable dress-for-success suits
basic lingerie

They foolishly thought, "Oh no, our main demographic is middle aged! They're all going to be dead in a couple of decades! We've got to attract the teenagers!"

But there's a flaw in that thinking, namely, that people patronize different stores at different ages. When I was a teenager, I thought Penney's was a dowdy store for older people, just like Land's End and L.L. Bean. Now those two catalogue retailers are my staples. However, I still feel too young for the clothes in the Vermont Country Store catalogue. On the other hand, I am too old for Eddie Bauer.

Last year, Land's End tried to discontinue some of its popular middle-aged product lines in favor of more youthful styles. Their customers threw fits, and they brought some of the older styles back.

I think the secret is to figure out what your main demographic is and to offer clothes for them, just gradually updating them.

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Arrow 31 replies Author Time Post
liberal N proud Apr 2013 OP
quaker bill Apr 2013 #1
A Little Weird Apr 2013 #2
Gidney N Cloyd Apr 2013 #3
angstlessk Apr 2013 #6
Javaman Apr 2013 #9
livetohike Apr 2013 #4
Frustratedlady Apr 2013 #7
livetohike Apr 2013 #23
LineLineNew Reply Right, they got rid of the items that their core shoppers liked:
Lydia Leftcoast Apr 2013 #12
livetohike Apr 2013 #24
SoCalDem Apr 2013 #31
Greybnk48 Apr 2013 #19
livetohike Apr 2013 #25
Kahuna Apr 2013 #5
gvstn Apr 2013 #17
liberal_at_heart Apr 2013 #18
gvstn Apr 2013 #20
dixiegrrrrl Apr 2013 #21
cbdo2007 Apr 2013 #29
Orsino Apr 2013 #8
cbdo2007 Apr 2013 #10
mnmoderatedem Apr 2013 #11
liberal N proud Apr 2013 #14
L0oniX Apr 2013 #13
liberal N proud Apr 2013 #15
L0oniX Apr 2013 #16
progressoid Apr 2013 #22
JNelson6563 Apr 2013 #26
Lydia Leftcoast Apr 2013 #27
DollarBillHines Apr 2013 #30
Warpy Apr 2013 #28
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