Ladies of a Certain Age ~ for those invisible powerful, dynamic, vital women

Fashion is still fun after 50!  Retailers don’t seem to know this, nor do they seem to know that women over 50 have bucks to spend on fashion!

True, our tastes have changed and clothes are not as easy for us as they once were – before our bodies were affected by accumulated age, wearing high heels for too long and gravity!

But, frankly, I think retailers are missing the boat by not reaching out to ladies-of-a-certain age with special design lines.  Oh, yes, there might be a few who do.  I am thinking of Lands’ End and their Starfish Collection.  Sorry, Lands’ End.  I have shopped you for years; but, I do not like your baggy Starfish tops at all, and the pants have no style!

Chico’s is known for appealing to ladies-of-a-certain-age. Well, I had my first Chico’s experience last week at their store in Denver’s Cherry Creek area.  I wasn’t very impressed.  Like all of the retailers I have reviewed they do not show any ladies-of-a-certain-age in their catalogs or web sites.  They feature Pensacola, Florida’s first lady An Hayward in their ads.  I don’t know how old she is.  I want to see someone who looks like me – gray hair and a waist line that is no longer 20 inches.  (They even have special sizing so we won’t feel bad.  I am a 0 size so it should feel good; but Size 0 is a far cry from my old size 6 body, which felt good.)

Also, I feel really sad, abandoned by some of my favorite stores, like Ann Taylor, that I have shopped for years as a professional woman.  Seems like once I retired, Ann and others did not want me anymore. (I sure like Ann Taylor clothes still! I hope they don’t mind when I come in the store and buy something – gray hair and all, you know.)

I’ll give you my full report on the retailers I visited at the end of this blog.  I know you are all dying to know what is hot now.

2013 Hottest Fall Fashion Statements

You will find them no matter where you look.  I became keenly aware of this statement when I looked in the girl’s department for my granddaughter – So whether you are 6 or 66, these items are “it” now.  This year, like most years in the fall, clothes hearken back to the traditional. This month’s issue of “Real Simple” magazine has an excellent article about this.  Colors are interesting this fall.  If you like blue, especially royal blue, you will be happy.  Deep pink, light burgundy and purple are popular too.  So are shades of oranges and black and white.  Oxblood is often mentioned.  I had a pair of oxblood shoes in the third grade.  Here are the official Pantone colors http://www.pantone.com/pages/fcr.aspx?pg=21058&ca=4

1. Black and white (still)

2. Graphic prints

3. Stripes and dots

4. Lace

5. Denim

6. Peplums (I used to love them; but now, I don’t emphasis my waist)

7. Leggings, slim pants and ankle pants (still)

8. Very high heels, ballet shoes, pointed shoes, boots

9. Chunky jewelry

10. Leopard (in any color combination – not just black and tan.

This is What is in This Fashion Maven’s Closet This Fall

First, a few disclosures:  I like tailored clothes as opposed to dramatic, romantic, athletic or jeans and a sweat shirt style. Second, I am pretty much retired.  Third, I don’t like to spend a lot of money on clothes or jewelry, and I really don’t like to shop!

With all that said, I was happy that so many things in my closet now work this fall.

I bought these items:

1. An oblong scarf – leopard print with the ends tipped in purple and light burgundy (Chico’s)

2. Pointed flat black patent shoes (Macy’s)

3. Silver necklace with letter “E” pendant (Lands’ End)

4. Purple top (Jaclyn Smith – Kmart)

Other staples in my closet for this fall:

I  have two black and white stripe tops I bought this spring and one black and white leopard print top (Ann Taylor)

Black ankle pants (Ann Taylor)

Brown ankle pants and a navy and white stripped jacket (Lands’ End – over a year ago)

Brown and white pointed flat shoes (Lands’ End – maybe 10 years ago) and brown short boots (one of my favorite consignment stores)

Slim blue jeans (Lands’ End)

“Boyfriend” jeans (Target)

Geometric print jacket (royal blue, white and black) (Ross – maybe 5 years ago)

Multi-colored (all the right ones!) large square cotton scarf (Kmart – last fall)

Lots of purple and deep pink, burgundy tops

A black purse (Monsac – my all-time favorite consignment store – it was even expensive there!)

Denim jacket (Macy’s maybe 15 years ago)

A denim purse (Kmart)

Black lace tops

Long silver necklace and dangly silver earrings (Kmart)

Brown cords (Kmart “Basic Editions” brand)

Colored jeans – eggplant (Kmart Basic Editions” brand)

Black and white square scarf (God knows!)

National Retailer Report Card – Ladies of a Certain Age Fall Retailers’ Report Card 2013

Here is a review of the six retailers – Chico’s Kmart, Lands’ End, Ann Taylor, Macy’s and Nordstrom I looked at the following:

1. Styles of clothes – were they in tune for our love of elastic waists, longer sleeves, sensible shoes

2. Age of sales clerks in store and how attentive they are

3. Images of ladies-of-a-certain age in advertising – print and electronic –

4. Music in stores

5. Price

6. Clothes care (many of you have told me you don’t want to go to dry cleaners anymore)

The spring report card I sent to store managers and customer service. I received responses from everyone except Macy’s.  This report I am sending directly to the CEOs of these companies.  I am contacting “The Denver Post” to see if they are interested in this report.

Below are the grades I gave them for Fall 2013 and details of my experience:

B+ – Chico’s.  The clothes are appropriate. The sales clerks close to my age was very nice.  Didn’t even notice the music, which is probably a good thing. Price is high for me.  I didn’t care for many of their clothes and jewelry; but, then, I like tailored and understated apparel.  I would rate them an “E” for advertising because Chico’s, of all stores, should have models that look like the consumer the brand appeals to.  Also, I felt extreme pressure to join their “Passport Program.”

B    Kmart – Kmart is Kmart.  Good prices, good clothes, easy care. The Jaclyn Smith line is spearheaded by “one of us.” (I loved her purple and black leopard top and black suit.)  The clerks are helpful and dressed in royal blue shirts and black pants. Some of the clerks are our age. I did not notice the music. If they would just put a few people in their promotional pieces that look like us, I would give them an A.

C- Lands’ End Down from a B+ this spring.  No older models in their promotional pieces, baggy clothes (my mother would have called them “frumpy.”) The 20-something clerk who waited on me wore fatigue baggy pants and sandals.  Clerks in the past have worn Lands’ End clothes.  Sorry, Lands’ End, I’ve shopped you for years; but, you need more design for me to continue.

B- -Ann Taylor – The clothes are beautiful, but clearly aimed at the young working woman.  The same helpful clerk waited on me both seasons.  She was close to my age.  Sales are good.

C- Macy’s – Loud music everywhere in the store. Few clerks.  I did not see one our age this shopping trip.  I have in the past.  No representation in their promotional materials.  The Cherry Creek store manager was the only manager who did not contact me after the spring report.  Clothes are expensive unless they are on sale.  The store is not neatly kept.  In some areas it is even hard for a skinny-ninny like me to walk.

C- Nordstrom – The few clerks (none our age) were obviously very busy. The prices were expensive.  No representation of older women in flyers, website or store promotions.  The store is neat and there is no obnoxious music. Many of my friends rave about the excellent service.