She is more comfortable with herself than ever Lives a healthy lifestyle compared to previous genera

1
(No Transcript)
2

• She is more comfortable with herself than
  everLives a healthy lifestyle compared to
  previous generations.
• Feels and acts younger than her years.
• Doesnt try to change for other people.
• Has a rebellious streak.
• Knows there is more to life than how you look.
• Wants to try new things.
• Knows she is not perfect but is OK with that.
• Has had achievements in her life, family and
  career.
• Wants to live a meaningful life.
• She appreciates creativitytends to reject
  standardizationthe cookie cutter world.

3

• The fashion world has been so focused on youth
  that this customer has been ignored and
  forgotten.

4
Authenticity is the key It helps that they can
relate to the designer herself as a baby boomer...
5
(No Transcript)
6
(No Transcript)
7
(No Transcript)
8

• She is a smart, savvy independent woman ageless
  in attitude.
• It is important to show images and products that
  feel fresh and understandable to women of all
  ages.

9
She responds to natural beautythis is a concept
that is timeless.
10
Beauty and sensuality are sexy to herit doesnt
need to be overt.
11
She is searching for a more modern style one
with easy elegance.
12
It is all about lifestyleshe is looking to
simplify and find her own style in all parts of
her life.
13
(No Transcript)
14
(No Transcript)
15
She expects quality and will pay for it. She is
less likely to pay for just the status of a name.
16
RETAIL She responds to a comfortable, welcoming
environment. An oasis from the hectic pace
outside.
17
She loves to travel. For business, for education,
for adventure and especially for an idyllic
escape.
18
She appreciates the company of female friends.
Much like she did when she was younger.
19
(No Transcript)