Halsbrook.com is a new NY-based designer fashion site for women over 40. It was started by Harvard Business School grad Halsey Schroder, 28, after she found women of a certain age have to plow though a lot of online offerings that don’t meet their needs. Schroder also hired retail pro Rosemary Audia, who had a long fashion career at Bloomingdale’s. Through Audia, the site lured designers like MaxMara and Giorgio Armani. Schroder told The New York Times that finding older women and getting them to use computers and social media is difficult. Early marketing forays with Facebook got little attention. “Older consumers grew up shopping in physical stores, so technology is not as innate to what they do,” said Sucharita Mulpuru, a retailing consultant at Forrester Research. Nevertheless, the site’s return rate is only about 13.9 percent, much lower than standard e-commerce return rates of 20 to 30 percent.