Have anything in a size thirtysomething?

DSN Retailing Today, Jan 24, 2005 by Bernadette Casey

Now that "Sex and the City" is over, I have some news for you: I don't think Carrie Bradshaw was ever really here. I've never walked the dog in stiletto Pradas, a tube top and gold lame shorts, and not just because I don't have a dog.

Unfortunately, it seems that a disproportionate number of apparel retailers find it necessary to chase this fantasy female who spends $400 on Jimmy Choo shoes and laments her inability to pay the rent. Major metropolitan areas are crammed with high-ticket Club Monacos and Armani Exchanges that are the ultimate in cool and where all the associates wear black and use headphones with earpieces to chatter amongst themselves about their utter coolness. Clearly, the welcome mat is out across town for young hipsters with money to burn.

Equally over-served with an endless supply of retailers is the 18- to 25-year-old demographic. H&M, Old Navy and Strawberry's offer cheap disposable clothes short on coverage and high on glitter appliques. These retailers make sure store layouts are fresh, in-store music is loud and promotions are unique. They successfully manage to create excitement on the cheap.

But it seems the older I get, the more I find myself gravitating toward department stores like Lord & Taylor and Macy's because I seem to have fallen into this unfortunate retail vacuum. I'm 40, professional and--dare I say it?--looking for something a little hip that's moderately priced in a store that's interesting to shop. Is that too much to ask?

Older consumers seem to be relegated to retailers that have an off-price tinge to them, such as Annie Sez or TJ Maxx, where carpets are gray, racks are metal and selection can be dicey.

Banana Republic and, particularly, Ann Taylor Loft are two exceptions to the rule. Ann Taylor Loft has moderate pricing, interesting stores that include wood flooring, bright consumer lifestyle images on the walls and very courteous store associates. An even bigger plus: a generous supply of discount coupons and a large selection of trendy clothes.

It seems many retailers can create excitement at both ends of the price-point spectrum for the under-35 crowd. But what about the rest of us? Why can't there be pizzazz and a little sex appeal used to promote a moderately priced retailer that targets a consumer who skews north of 35?

Thankfully, it appears the tide is turning, as several trendy retailers are expanding their scope and rolling out new initiatives that target customers who are more mature and have spent enough time in the workforce to necessitate a more professional wardrobe.

In spring 2006, American Eagle Outfitters is scheduled to launch a new concept that will skew older than its current 15- to 25-year-old customer. The as-yet-unnamed concept will focus on the more mature late-20s/early-30s customer who has logged a few years in the workforce and requires something other than ultra-low-rise jeans. Abercrombie & Fitch recently launched a new concept called Ruehl to address an older shopper. And Gap is closing the age gap with the fall 2005 rollout of a format targeting the 35-plus misses customers.

What I am most hopeful about regarding this new spate of retail formats is that these retailing bastions of trendiness remember to bring the cool to their new initiatives. It doesn't have to be ultra-low-rise cool, but it's got be interesting and exciting. Thirtysomethings want to look stylish, and--dare I say it?--a little hip, without going to the extreme of looking like a ridiculous-something from "Sex and the City."

BY EMILY SCARDINO SENIOR EDITOR

escardin@dsnretailingtoday.com