Age neutral clothing

This week a new store was opened in the US called Madewell – which targets a broad age range of women, from mothers to daughters. It is a new venture for the retailer J. Crew. The article reckons the store is aimed at women from teens - 40s. If that is the case it will also appeal to a group of the over-50s.

A retail guru said of the store: "We think it's ageless clothing". "It's comfortable and hip, well-styled and feels washed and worn."

This is the company’s press release about the launch of Madewell.

It will be interesting to see how this store concept works out. It looks like a down market version of Forth & Towne (Gap’s store catering for older women). Dick Stroud