A research study of 800 women over age 50 last year helped clothing cataloger Appleseed's create a profile of its customer base: A baby boomer woman it's calling “Kate.”
Women in this age group are part of one of the fastest growing segments in the country, noted Claire Spofford, the company's senior vice president for marketing and retail.
Take into account how under-served this segment is — and that women are responsible for 80% of the buying decisions in the United States — and you've got a market to address, she said.
The cataloger conducted telephone surveys with 800 women, including 200 customers, 200 catalog requesters who had never purchased, and 400 other women in its demographic target. The average length of the phone interviews was 43 minutes. Women were eager to share their opinions, Spofford said.
The composite profile that resulted was dubbed “Kate.” She is a mother — and often a grandmother — who is active in her community and likes having time to relax. She frequently is still working full- or part-time and enjoys classic clothing that doesn't make her feel like she's wearing a uniform. And, importantly, she feels ignored by the retail world.
Appleseed's product mix is evolving to target Kate, and after pulling out of retail stores in 1997, the company is slowly moving back. Two stores were opened in 2003 and four more are planned within the next six months.
