Know-How Exchange : Strategy

A designer wants to launch a new line of clothing targeting women 30 - 45. The thought is to sell it in department stores like Macy's, Marshall Fields, Belk, and Carsons. The purpose of the clothing is to give these women a nice selection of tops and bottoms that can be put together to wear during the week for work or social/community activities. Not too dressy, but not too casual either.

Department stores have been focusing more on a younger, more contemporary customer. These clothes typically are modern in their look, and best fit younger bodies.

There are a few brands out there that meet this dress casual need for slightly older women. (Lauren, Jones, Inc. Liz Claiborne) But, these seem to target customers over age 40. No one in department stores seems to offer a line that is a little more fun, relaxed but still crisp and well made.

Is there a market for dress casual for 30 somethings. If so, what is important to women when they shop for this type of clothing. What would make a new line stand out and be appealing. Would love to hear thoughts about fit, styles, and pricing along with any ideas about the role of matching suiting vs. separates that can be mixed together.

Where should such a new product line be advertised, and what is the best location in a store (what area does it belong in/what other brands or products make sense near-by?)

Many thanks
susan