New formats and collections target young misses customers - Items - Brief Article

DSN Retailing Today, Sept 23, 2002

The apparel industry has discovered the young misses customer, addressing a void in the market with a host of new Options.

Chico's, the specialty retailer raking in double-digit sales increases from baby boomer customers, will soon branch out to a younger demographic with Pazo, a new retail concept with lower, "impulse" prices. The mall-based chain, with its initial eight stores opening during first quarter 2003, will cater to a core 28-year-old misses customer who makes $50,000 a year, versus Chico's core 49-year-old shopper whose average annual income is $100,000.

"Pazo speaks to a different customer and will employ entirely separate design and product development and field management teams," says Scott Edmonds, Chico's president and chief operating officer. "We're extremely excited. ... If you think about that customer and where she shops when she graduates college and starts her career, a young mother, a newlywed she doesn't have a store to call her Own."

"We're doing a lot more merchandise under the Mix It label for JCPenney; it's important to give the younger misses customer the same key fashion items, like denim, in a range specifically for her," says Lily Sidorovich, president of Mobile Eight Apparel.

Peter Boneparth, president and ceo of Jones New York, recently announced that its Nine and Company brand will be extended to Goody's in spring 2003, based on the success of its exclusive relaunch at Kohl's. Larry Montgomery, Kohl's ceo and vice chairman, recently remarked on the success of the concept, and the brand will remain a significant part of the retailer's assortment.

Target is also addressing the trend, relaunching its Merona brand this fall, with a blend of tonal mix-and-match knits and wovens. Wal-Mart's recent domestic introduction of European ASDA brand George also hits this customer with trendy, sophisticated looks.