New Yorkers are very sophisticated shoppers who'll set the standard on buying wine directly from out-of-state wineries.

For the sophisticated shopper, the Via Tornabuoni and its tributary streets boast every big name in Italian and international fashion.

"Saks has sophisticated owners and sophisticated shoppers, but the sales staff needs to be brought up to par," Ms. Carey said.

But Merck said that managed care clients turned out to be sophisticated shoppers, alert to the best buys from various suppliers.

Those chains "making a concerted effort to turn their business around," Mr. Hanson said, by offering consumers "specialty-store-like service" will attract the more sophisticated male shoppers of the 1990's.

"Teen-agers like to outfit themselves completely, and more sophisticated shoppers need to know we're selling more than sweaters."

Target has already figured out how to woo sophisticated shoppers with its hip bull's-eye ads, Philippe Starck baby products and Michael Graves coffee makers.

In contrast, "today, the notion that you invest in something to get a return is just becoming part and parcel of a sophisticated shopper," Ms. Watson said.

With its softer Bhs 'signature' logo and warm interior lighting the concept attempted with varying degrees of success to meet the needs of the modern, more sophisticated (female) shopper.

Mr. Enhorning of H&M said the company saw the United States as a long-term investment and simply wanted to be wherever there are sophisticated shoppers.