After a week of guessing, Ann Taylor Stores finally came clean on Friday about the target of its new, and as yet unnamed,  chain — baby boomers.

(There’s a few of their kind in the picture to the right, in a movie that ruined all sorts of good songs for generations.)

AnnTaylor, which reported better-than-expected earnings on Friday, said last week it hired Mark Mendelson to run the chain, but declined to say what the chain would be. The New York Times reported that it was boomers — people born in the U.S. in the relative quiet following World War II and before the Civil Rights movement — but the company refused to confirm it until Friday that it was moving into territory where other rivals have already tried and failed.

“The new concept is targeted at a significantly underserved segment of the apparel market, one that we call the modern boomer,” said Chief Executive Kay Krill on a conference call.

Analysts have said it is a smart niche to pursue, since baby boomers are underserved and tend to have more disposable income. On the other hand, they are less moved by peer pressure, and have had decades to amass shopping savvy and a closet full of basics.

Gap, for example, began closing its Forth & Towne stores less than 2 years after launching the chain.

“While there are a number of companies that currently play in the broader boomer market, we believe that this particular segment has been the most significantly underserved and a huge opportunity for us,” Krill said.

Analysts seem to agree.

 ”Currently, it appears a number of companies are trying to attract this customer, but it is with mixed success,” notes Jennifer Black of Jennifer Black & Assoc. ”We believe there is opportunity for the agile, quick-to-respond, and highly creative company to consistently provide product to this market.  Our sense is that the ‘modern boomer’ is eclectic and very lifestyle driven.”

Roxanne Meyer, an analyst with CIBC World Markets, said a week ago that she imagined Ann Taylor would develop clothes for mature consumers that were more fashionable than those offered by other retailers in that space, namely Chico’s FAS Inc. and Coldwater Creek Inc.