BRANDING PARENTS

Retailers are using baby care centers to target young families in the midst of developing strong preferences -- both in what they buy and where they shop.While women are starting families later in life than they did 20 years ago, the majority are still having children at relatively young ages. According to the National Center for Health Statistics, Hyattsville, Md., 81% of births in 1996 were to women

Retailers are using baby care centers to target young families in the midst of developing strong preferences -- both in what they buy and where they shop.

While women are starting families later in life than they did 20 years ago, the majority are still having children at relatively young ages. According to the National Center for Health Statistics, Hyattsville, Md., 81% of births in 1996 were to women between the ages of 18 and 34. Within that group, one-third were ages 25 to 29.

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