Today's News: Saks "New" Demographic

The new ideal demographic for Saks 5th Avenue is 35-55 year old wealthy women, according to an article in today’s Washington Post. That particular group of shoppers makes up 60 to 70 percent of Sak’s clientele.

The Post article says, “Chief executive Steve Sadove has made it clear that he wants to cater to wealthy women between the ages of 35 and 55 with classic tastes. The chain has suffered something of an identity crisis over the past few years, veering between edgy young shoppers and older traditionalists. That confused customers, and market share diminished.”

The article talks about the petite section and various woman-centric features of the store....but without saying “woman-centric”. It gives the impression, though, that no matter “edgy young shoppers” or those with “classic tastes”, Saks is definitely female-oriented.

To read the whole article, go to http://www.washingtonpost.com/wp-dyn/content/article/2007/01/26/AR2007012601632.html?nav=rss_business