As Lorraine Kelly becomes ambassador for online retailer JD Williams does this mean that the spending power of women over 50 is being recognised?
I am constantly banging the drum via the Fab after Fifty website and on social media to recognise the huge potential for retailers who recognise the needs and spending power of women over 50 when it comes to clothes. We saw M&S miss a great opportunity in its recent advertising campaign (right models, wrong clothes).
As Lorraine Kelly is appointed an ambassador for the JD Williams brand, it will be interesting to see what impact Lorraine’s input will have on the collection. I have often commented on the dresses worn by Lorraine on the TV Sofa- and have suggested her in the past as a style role model for women over 50 . I have often tweeted Lorraine – and received a response – to ask for details on a particular dress worn on her show in my quest to highlight stylish dresses with sleeves.
I think the fact that that JD Williams appointed someone as high profile as Lorraine is a positive sign. Apparently we women over 50 represent £2.6 billion a season in this market, yet judging by the messages, comments and emails I receive it would appear we often feel let down by what the high street has to offer.
Success will depend on the designs
JD Williams says that Lorraine’s collection will include clothes ‘designed specifically to suit the mature physique in terms of shape and fit’. I’m hoping this means slightly wider cut sleeves and waists and better dart placement , as opposed to elasticated waistbands !
Personally I think the success of the range will all depend on how much influence Lorraine will really have over fresh designs. Let’s hope Lorraine’s input is hands on – and not limited to lending her name to a preselected range.
We need stylish ambassadors over 50
We need stylish ambassadors and role models who appreciate how to look stylish over 50. We all deserve to look fabulous. Let’s hope this partnership will be one more step in the road to getting us there!