the 2 april 2007 edition of businessweek had a article titled, ‘What Do 35-Year-Old Women Want?’ which is about Bloomingdale’s new business venture pursuing “yummy mommies” - what the chain has dubbed as the stylish 35-45 year olds that may have gone up a size post-baby, but are adamant that motherhood is not synonymous with looking matronly — a true modern mama mantra! i am interested to see how this in-store boutique does, especially since other retail giants have failed at capturing this elusive demographic in the past. if any chain can pull it off, bloomies can. i mean, let’s face it, the past attempts at seizing the attention of the ‘hip-mama’ crowd were by The Gap and Gymboree - two names definitely NOT synonymous with fashion or hip. Gymboree is for kids, and I can’t even recall the last time I ‘fell in to the GAP’ unless it was babyGAP… now, will Bloomies also be offering in-store bugaboo strollers for stylish mama’s to use while perusing the couture racks for an outfit to wear to their kids’ soccer practice? only time will tell, but the main concept behind this venture is ‘one-stop shopping’ where one can get an outfit for soccer practice, a PTA meeting, and a cocktail party all in one place… i know my kids are still young, but thus far, the definition of this modern mama’s one-stop shopping is Super Target - a drugstore, grocery store, home decor store, and clothing store, all under one roof! now, i have yet to purchase clothes from target (besides their fabulous selection of kids/infant clothes), but i keep telling a girlfriend of mine that i am about 6 months away from doing so (although i have been saying this for the last two years and it has yet to happen!) since it seems like Super Target is the only store that has shopping carts that both boys can ride in AND toys that can occupy them while sitting in the shopping cart while i shop for everything on my list! no more driving from store to store with kids in tow, just park - get in and get out. …now if only bloomingdales would start selling groceries - a girl can dream, right?!

got any fav shopping places that you think modern mamas would want to shop at and have her kids in tow?! this modern mama wants to know! besides my weekly jaunt to SuperTarget, i also like to hit off-price retail shops like nordstom rack, homegoods, and marshalls. all three stores offer high-end designer labels without the sticker shock. they are fun places to hit when boredom sits in since you won’t break the bank (although i have come close at homegoods several times according to my husband!) and you will have a lot of fun checking out all the cool stuff.

for ‘cheap n chic’ kids clothes you can buy in your pj’s - and i don’t mean moschino (only true fashionista modern mamas will get that one!), you can’t go wrong with oldnavy.com and childrensplace.com - both with $5.00 flat rate shipping. did you know that both stores are owned by the same parent company as The Gap and Banana Republic?

of course, a modern mama also has to indulge herself in rule #5 with plenty of retail therapy, so be sure to get your fill of your fav big box retailers like bloomingdales, saks, nordstroms, and macys - as well as your local hip boutiques where ‘everybody knows your name… and, not to mention - your dress size!’