I was shopping at Trader Joes and a young twenty something store employee stopped me, "Mam", she said, (Mam?? is she really talking to me? mam??) "where did you get your cardigan?" (now that's more like it) "LOFT" I answer. And she stares blankly--"you know, Ann Taylor's LOFT?" Still blank. So I instruct her where to find a store, and move along. So I have found my niche-my choice of caridigan color-still cool, my choice of store to purchase it at--only cool to those of us "Mams".