January 26, 2023

Judy / Jennifer / Jasmine

Eleven years ago I spoke at NEMOA about the importance of Judy / Jennifer / Jasmine as key shoppers within a traditional catalog brand (hint ... Judy was a Baby Boomer, Jennifer was Gen-X, and Jasmine was a Millenial).

The audience, evenly split between catalogers and vendors, absolutely groaned when I discussed Jennifer. They HATED her. Hated her. I recall one attendee telling me afterwards "I don't like anything about her. Shopping via email or social. Always online with a phone in her hand. She's not my customer."

She is now.

A reader sent me this PR-inspired link from CNN about Lands' End catering to Gen-X (i.e. Jennifer) ... click here.

If you built your business from the 80s through the early 00s via Baby Boomers, your next logical pivot is to a generation you simply do not like. Analyze your assortment, and identify the products that Gen-X buys vs. the products that Baby Boomers buy. I've done this, and there is a difference.

Build your assortment around these items ... you'll see stylistic differences. You might not like the differences, but the differences represent your future.

In the next seven years Baby Boomers will completely leave the workforce. Their need for your products will not exist. If a Baby Boomer is your core customer, you will have no choice but to pivot.


P.S.: I get it - you're about to email me telling me why you hate this. You've been filling my email box for a decade-and-a-half telling me you hate this. Your dislike for changing demographics (and we're not even talking about addressing Millennials or Gen-Z) cannot be stopped. Demographics are going to change. Are you willing to change?

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