At Tillletts Clothing we don’t really like to label our ladies as this size or that size ie plus size or petite, short, regular, long or even 10, 12, 14 etc.
We are about real clothes for real women and I think the high street and the fashion industry has pretty much forgotten a whole cross section of women.
To explain on this occasion I am going to have to label a sector of women as aged 35 and above. The Tilletts demographic of ladies are this forgotten group.
Let’s face it, the 35 and above age group in today’s society may well have settled down with a partner, more than likely cohabit or are married. I know having children can be left until a lot later these days, but many will also have a family.
When all the above happens people, men and women alike fall in to habits and routines which they never had before. They become comfortable with each other, maybe go out a little less, eat and drink in more than ever before and this is especially true for women after having their family, body shapes and sizes start to change.
Now the high street & fashion industry pretty much don’t realise this demographic of women (it may also be the same for men but for our purposes I am talking about women) exist or they don’t want to acknowledge them for some reason.
Every so often we will do a sweep of the high st chains and online retailers to find an offering for the 35 and above.
What is glaringly obvious is they think that women no longer have a bust, that they are all no bigger than a size 14 and that we all have an amazing backside or tush like the Kardashian’s that we all want on show.
With the feedback gleaned from our ladies over the last few years, we have come to the realisation that lots of them have got stuck in dull and boring fashion habits that certainly don’t make them feel very special at all, which then result in a lack of confidence and reluctance to try something new.
Basically stuck in a rut.
Can you imagine week in week out clothes shopping only to be faced with the reality that nothing fits you anymore, you spend hours trawling the shops to come home with something very average if you are lucky, as most of it is aimed at the under 25 instagrammers.Regular feedback from ladies we are now dressing is “I’ve found my style again”, “I started to hate shopping, now I love it again”, “I’m so pleased I’ve found you, I can always find so many things I like”
For all the studies and demographic surveys that have been done I still cannot understand why we have been left behind, after all 50 is the new 40, 60 is the new 50 etc and orange is the new black if you follow me.
We have money in our pockets, maybe not designer prices money, but many of us have enough for a treat whether it be weekly, monthly or whenever.
So hello we are out here, we have boobs and some of us are considerably bigger than a size 14 but still want to look and feel good.
What is it then you are asking yourselves is it we are doing so differently? Well for a start we have pretty much ditched sizing as our products are predominantly One Size items. We are not naive enough to think they actually do fit all, so we do give our honest opinion of what we think they will fit up to, we measure length and width and put that in the description and most importantly use different size models to show the items off.
We also buy weekly so our stock turns over quickly and ladies can see upwards of 12 to 30 new styles each week depending on what’s out there.
The very best bit though is our Facebook live which is usually 7pm on a Wednesday where we have some real fun and interaction with our audience. Women who get to see women just like them modelling the clothes, not the women the high st think we should look like. This has given so many women the confidence to have a go, order and try something they haven’t before. One because they’d lost confidence or two because they hadn’t seen anything like it in the regular shops.
They do tell us the £1 Delivery helps, but it really is inspiring this 35 and above age group to get their mojo back and ladies that would never ever post a picture of themselves on social media are doing it in their droves.
The statistics prove what we are doing is working we have a well below industry average returns rate, a well above industry average email open rate and positive feedback is off the scale.
In some ways I hope the fashion industry leave us to our own thing as we love it and so do our raving fans (Tillettiers) they call themselves. We will continue to provide them with what the mainstream aren’t so here’s to a bright and confident future for all us Tillett ladies.