8 Strategies for Selling Apparel to Middle-Aged Women

Assistant Professor of Marketing, Tony Gao from Northeastern University, presents his thoughts on marketing clothing to middle-aged women in the March 14th addition featured story in Apparel. He offers strategies that retailers ought to consider. Middle-aged women have different preferences and lifestyles such as positioning the store near department stores because of their busy schedules as full-time professionals, spouses and/or moms, they are there to fulfill their multiple shopping needs quickly. They have also become more confident in choosing their personal style and less pressured by their peers. Finally, Professor Gao provides 8 tips including focusing on where the consumer will most frequently wear the apparel, planning a merchandise assortment that is less driven by natural and fashion seasonality, and raising prices as necessary to accommodate higher merchandise quality and stronger customer service, such as more multi-channel marketing and less use of stand-alone stores.

To read the full story, go here:
http://www.paradigmshiftpr.com/8strategies.htm