Baby boom division won't go forth; Parent company Gap will close the chain and instead focus on sales at its better-known stores
Leslie Earnest
Los Angeles Times
February 27, 2007
Overview: Earnest reports, “Beleaguered Gap Inc. is riveting its attention on its largest chains as it prepares to shutter its Forth & Towne stores, a division launched just 18 months ago to attract baby boomers.” The article shares thoughts from a local resident, Jennifer Geller, who states, "If you're older, you want something cute, you don't want something matronly. But it's hard to find stores now."
http://www.latimes.com/services/site/premium/access-registered.intercept (*free subscription required)
Baby Boomer Segmentation: Kids/No Kids
Retailwire.com
February 27, 2007
Overview: Retailwire posts ACNielsen's Consumer Insight article, “Baby Boomer Segmentation: Eight is Enough” by Doug Anderson and Laurel Kennedy. Anderson and Kennedy discuss three different household segments of boomers: boomers with children, boomers without children, and graying boomers and the consumer trends in each group. Specifically they suggest, “By looking closely at household composition, marketers can gain a more comprehensive understanding of these distinct Boomer consumer segments and win them over with highly targeted campaigns. They can also better measure the changes in purchasing behavior as Boomers age to better prepare themselves for the transformation of the American consumer.”
http://www.retailwire.com/Objects/Object.cfm/614 (*free subscription required)
Boomers going green
Sholnn Freeman
Washington Post via AZcentral.com
February 26, 2007
Overview: This piece discusses automotive buying trends among boomers. In particular, “they are starting to change their buying habits in response to global warming. And automakers are rolling out a growing list of vehicles to take advantage of the changing attitudes.”
http://www.azcentral.com/business/consumer/articles/0226greencar26-ON.html
*Worth Noting
Extreme makeover; Forget retirement, Baby Boom women dive into new lives, careers
Cary Aspinwall
Tulsa World
February 18, 2007
Overview: Aspinwall writes about baby boomer women who are switching careers, starting their own businesses and giving back to the community. She shares, “another trend among Boomer women -- using their success and knowledge to give back. A 2005 survey by Princeton Survey Research found large percentages of Boomers are planning on new careers later in life focusing on helping the poor and elderly, or working in health care or education.”
http://www.tulsaworld.com/NewsStory.asp?ID=070218_Fa_d1_extreme