Marks & Spencer bosses are accused of alienating older women because their clothes have become ‘too fussy and frilly’
- Diane Kenwood, who edited Your M&S magazine has slammed the fashion brand
- She says the brand has it 100 per cent wrong when it comes to older women
- Beauty blogger Tricia Cusden says M&S should use older models such as Twiggy
- Spokesman wants to change Per Una from ‘too frilly’ to ‘stylishly feminine’
Diane Kenwood who edited Your M&S magazine says the brand has it ‘100 per cent’ wrong by relying on younger women like Holly Willoughby to model the clothes (pictured)
Marks & Spencer has sidelined older women by trying to appeal to younger customers, the former editor of its magazine said.
Diane Kenwood, who edited the in-house Your M&S magazine until 2006, believes the shop is getting it ‘100 per cent’ wrong when it comes to middle-aged and older women.
She called on the brand to produce more stylish clothes, with fewer frills and embellishments, as well as more dresses with sleeves.
Miss Kenwood was among a panel discussing older women’s fashion at the International Longevity Centre (ILC) in London.
She was joined by Tricia Cusden, of online make-up brand Look Fabulous Forever, who said M&S should have more ad campaigns with older role models such as Twiggy and rely less on younger women like Holly Willoughby.
Panellist Professor Julia Twigg, a sociologist at Kent University, told the Mail clothes at M&S can appear ‘frumpy’ but praised its accessible changing rooms for the disabled.
Miss Kenwood edited the store’s in-house magazine in 2001, around the time it launched the Per Una collection.
She told an audience at the think-tank event: ‘It was fascinating to see what happened – to no one else’s surprise except Marks and Spencer’s, Per Una was bought by 50, 60 and 70-year-old women.’
Marks & Spencer (Oxford Street store pictured) has been accused of sidelining older women and has been advised to user older models like Twiggy by the former Your M&S editor. This comes as figures show spending on fashion and shoes by older people will rise by almost two-thirds – or £11billion by 2040, according to ILC
She added: ‘Is the one brand you would imagine best serves the older audience now getting it right?
‘Absolutely 100 per cent not, because they simply will not understand that older women want to feel fashionable. Their classics range is teeth-clenchingly horrible.’
Twiggy (pictured) models a sparkly navy blue turtle-neck for the fashion brand amid criticism for the ‘teeth-clenchingly horrible’ classic range at M&S. Other clothing items have become too ‘fussy and frilly’. A spokesman for M&S said: ‘We’re changing our core M&S clothing collection to deliver stylish wardrobe staples with broad appeal’
The Per Una range at M&S has been revamped (left), Jacket, £89, and trousers, £55, M&S; Shoes, £275, The Fold, (right), Jumper and culottes, both £39.50, top, £35, M&S; Boots, £450, LK Bennett; Scarf, £9.99, H&M
Spending on fashion and shoes by older people will rise by almost two-thirds – or £11billion by 2040, according to research by the ILC, which predicts that over-50s will be the biggest market for fashion.
A spokesman for M&S said: ‘We’re changing our core M&S clothing collection to deliver stylish wardrobe staples with broad appeal… as well as re-launching… Per Una – with the aim of shifting customer perceptions of the brand from “too frilly” to “stylishly feminine”.’
‘Go Jumpers For Christmas’ M&S advert revolves around the premise that unless your guests wear a gaudy novelty sweater, your festive party won’t go with a fizz