A research study of 800 women over age 50 last year helped clothing cataloger Appleseeds create a profile of their customer base, a baby boomer woman they're calling "Kate."
Women over age 50 are one of the fastest growing segments in the country, noted Claire Spofford, senior vice president, marketing and retail for the company.
Take into account how underserved this segment is, and the fact that women are responsible for 80% of the buying decisions in the U.S. and you've got a market to address, she noted.
The catalog conducted telephone surveys with 800 women, including 200 customers, 200 catalog requesters who had never purchased, and 400 other women in their demographic target. The average length of the phone interviews was 43 minutes -- women were eager to share their opinions, Spofford said.
The composite profile they created was dubbed "Kate." She is a mother -- and often grandmother – who is active in her community and enjoys having time to relax. She is often 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.
The company's product mix is slowing evolving to target "Kate," and after pulling out of in 1997, the company is slowly moving back. Two stores were opened in 2003 and four more are planned within the next six months.
