How Retailers Have Turned the Boomer Woman Into the Ideal Multichannel Shopper

At a session I recently moderated at the National Retail Federation's (NRF) BIG Show, Lois Joy Johnson, author and former fashion and beauty editor of More, gave retailers a few keys to improve their offerings for boomer women. Among them: "If you can supply the right pants and jacket, you're more likely to sell her other clothes, too. Also, a little trendiness goes a long way. Keep the styles the same, but tweak the proportions to adapt to this year's styles." If you're willing to spend half-an-hour talking to women over 50, this isn't a revelation.