Bloomingdale's "Boomer Balancing Act"

Retailers are trying once again to target the elusive, but high-spending, baby boomer market, according to a Teri Agin's article in today's Journal. And why shouldn't they? Women over 35 accounted for nearly half of the $102.7 billion in women's apparel purchases in the last 12 months ending August 31, according to the latest market research used in the article from the NPD Group.

Most of Agins' story focuses on a new effort from Bloomingdale's. The high-end department store, owned by Macy's Inc., has recently launched Quotation, a department that sells casual and professional clothing for women ages 35-to 50. Quotation is in 20 of the chain's 39 stores.

Though its apparel selection is more mature, Quotation's positioning within Bloomingdale's stores suggests something else, according to Agins:

The idea is that by pitching to boomers as well as younger women, Quotation will have a hip vibe that will appeal to a broad cross section. Each department is positioned next to contemporary labels like Juicy Couture, which are favored by women in their 20s, and has a diverse range of separates.

This location has caused some confusion among consumers, namely younger shoppers who are migrating over to the Quotation department. Consider this quote:

In the Quotation department, it's hard to tell exactly who the target audience is. At the White Plains, N.Y., store a 20-something woman was recently checking out a sequin-splashed black tunic that she could wear as a mini-dress with tights, rather than over pants, as an older woman might.

Rather than grouping clothes by collection -- that is, outfits designed to go together -- Bloomingdale's decided to merchandise all the tops together, to stack the jeans on shelves and to hang jackets from various manufacturers together.

Given that 20-year olds are shopping in the Quotation department, is Bloomingdale's really getting this right? Agins admits herself that she found Quotation's organization confusing—that is, until a salesperson, "who acted more like a personal shopper than a cashier" helped her out.

Here, Agins keys in on a factor crucial to success in baby boomer apparel retail— customer service. Middle-age women are broad group, ranging "from traditional types who prefer flat shoes and ankle-length skirts to women who resemble characters from Desperate Housewives," according to Agins. These women need that little bit of extra guidance to pick out outfits that flatter their bodies.

Their bodies have changed since their mid-20s and even 30s. They often they need help discerning if that trendier top could work for them, or if they should stick with a safer, tried-and-true option. Sales associates need to be feeding them this advice to convert them from lookers into buyers.

Consider Agins as the perfect example. She had ruled out the "blue print nylon mesh baby doll top" as a teen trend until a salesperson convinced her to try it with some "tight flare-leg jeans" and a "short leather top." If the salesperson hadn't been around to help Agins, this sale would have likely never happened.

As long as Bloomingdale's trains its sales associates well, it should be able to turn its Quotation departments into exclamations...of happiness for baby boomer shoppers.