Article by Ceri Wheeldon
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!
Ceri Wheeldon
Ceri is Founder and Editor of Fabafterfifty.co.uk She is a frequent speaker at events and in the media on topics related to women over 50 , including style and living agelessly. With 20+ years experience as a headhunter Ceri also now helps support those looking to extend their working lives.
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Irina Bragin
Dear Ceri,
Thank you for the wonderful idea and website.
I am not 50 yet, it will happen next year, and I fill myself pretty much excluded – I am not that what they call “late youngsters”, but I am not old enough to fulfil “over 50” requirements 🙂
Being a Fashion Designer I really fill and look much younger, as I assume most of your follower do.
If I can be an asset to your project somehow, please do not hesitate a second to contact me.
Best regards,
Irina Bragin
Anne Mackle
I hope the clothes they choose are not same old same old. I had hopes with Gok Wan’s collection at Sainsburys but don’t like it at all although I think it is improving. Colleen Nolan didn’t do well in another catalogue so I hope this one is better as I love Lorraine’s style.
Ceri Wheeldon
I hope so too Anne. Let’s hope they let Lorraine be Lorraine and restrict her collection!
Marilyn Hart
Couldn’t agree more with the M&S comments I’m 61 and was last week bouncing round a McBusted concert with my 15 year old granddaughter!! Whilst I don’t want to wear clothes comparable with the kids even though I think I still am one – I certainly don’t want the designs M&S think I should be wearing!! For me they just don’t get it – if you’re looking at the Plus sizes (which is me) they are too short, don’t cover your bum etc., and even worse have no sleeves, very little is V necked which if you’re busty is the best style. No idea who buys and designs for them but they should try speaking to young minded but a bit over weight 50+ for an idea of life 2014 – we have to work longer, compete with younger people for jobs etc so our attitude stays much younger than in our Mothers Day and yet they think we all belong to the W.I. and bake cakes all day – sorry not me – please tell me I’m not the only one!!
Ceri Wheeldon
Marilyn those are the points I tried to make to M&S them – the longer they ignore us the more of an uphill struggle they will have to get back on track – did you see my latest post?