Getting on board with ‘Boom’-ing fashion trends

NEW YORK —Do a Google search for ‘baby boomer’ and close to two million results appear, ranging from health care, retirement, My Space…the list goes on. As of 2005, the baby boomer generation has a population that surpasses 78 million, according to the U.S. Census Bureau. That’s a lot of 35- to 50-year-olds who need apparel and accessories. This demographic typically spends more than previous generations, which sends retailers on to the battle-field for the boomer dollar.

Unlike teenagers, who relish at the idea of a store that focuses on their youthfulness (think Hollister), this demographic steers clear of stores designed for the “older group.” A look at the extinct Forth & Towne (Gap) and Janesville (Gymboree) confirms that in order to secure customer loyalty, both retailers and labels need to truly understand customer needs and wants.

For boomer men, shopping for apparel is similar to purchasing wine. Although a $10 bottle of chardonnay can be found in most grocery aisles, an impeccable Dominus, Napa Valley Red Wine, 2004 deserves appreciation and a $130 sticker price. “I don’t think that price [of apparel] is a determining factor at all,” said Scott Branscum, ceo of SB Premier Brands. “I think it is style.”

Premium denim makes for a perfect example. Retailing for over $100, blue jeans have become a staple in the boomer man’s wardrobe, mainly because the styles from 7 for All Mankind and Earnest Sewn focus on fit as much as on fashion. “It used be that fashion was function,” said Branscum. “Now, function is fashion. He needs to look a certain way to show how he feels.”

The awakening of fashion sensibility builds on the idea that comfort level goes beyond the softness of the fabric (albeit an important factor); it stems from recognizing that a look speaks volumes about self-presentation. This notion can be carried over into seasonal trends, like shorts, that ultimately reach the same aspiration.

Make way for styles that range in lengths and design. From shorter, sleeker versions suitable for resort wear, to relaxed styles with a special emphasis on detail. “Never in the history of America will shorts be as critical for the customer,” added Branscum.

Perhaps the most endearing trend is toward products and brands with some sort of environmental platform. Carried on the shoulders of the green movement, eco-friendly apparel integrates lifestyle into the decision-making process that takes place in the dressing room.

As a group with the highest disposable income in the country, the baby boomer man appreciates quality that intertwines with a piece of clothing that oozes individuality and personal style. Twenty-five years ago, men turned to their wives for wardrobe consultations. Today, men have grown more trend conscious, thanks to the expanse of fashion publications, advertisements and the immediacy of the Internet, which continue to educate the consumer. “Guys used to buy grey, black and brown socks,” said Bran-scum. “Now, it’s the ‘cool’ sock. It’s a personality reflection of who they are.”

On the other side of the spectrum, the baby boomer woman is creating her own niche that focuses on fashion that blends trendy style into age-appropriate garments. According to market research by The NPD Group, women over 35 spend close to half of the $102.7 billion in women’s clothing purchases in the 12 months ended Aug. 31.

Evidently, Bloomingdales must be listening because it recently opened a new department. Quotations caters to both urban and professional women in the baby boomer demographic. Instead of creating an individual section that distinctly differs from other categories, Quotations blends smoothly with contemporary labels. The mannequins invite shoppers into boutique-like departments with bejeweled slinky tanks and detailed cropped jackets. Plaques with words like ‘elegance’ and ‘sparkle’ confirm that Quotations is the right place if she wants to get dressed to the nines without looking like she ransacked a teenager’s closet.

Twenty out of 39 Blooming-dales stores, along with the Web site, eagerly await for baby boomers to browse collections from 30 independent designers. The fashions inside the Quotations department encompass elements of style highly resembling merchandise worn by women in their 20s. Leggings, shift dresses and bell-sleeved tops fill the space, letting women know that style has no age.

Bloomingdales is not alone in its quest for dressing the baby boomer woman. Next fall, Ann Taylor has plans to reveal a concept specifically tailored to this market. Nordstrom groups brands like Jones New York, Tommy Bahama and Not Your Daughter’s Jeans in their Narrative departments.