Have you heard the news? Myleene Klass, Ana Beatriz Barros (a Victoria's Secret model), VV Brown and Dannii Minogue have all been dropped by M&S. This has been met with cheers of approval from the apparently ‘forgotten’ over sixties. Their belief is that Marks and Spencer’s has been ignoring the older market in favour of attracting a younger one through celebrity endorsement; a younger generation who apparently don’t even shop at Marks and Spencer. What rubbish.
I hate it when older people get like this; as if they are somehow done wrong by the inclusion of ‘youth’. It makes me want to age 41 years just so I can prove them wrong: ‘Hey look at me! I’m sixty and I appreciate that I’m not the only consumer of M&S!’ After all what are they expecting? For Marks and Sparks to morph into another Edinburgh Woollen Mill- A store where unless being a dutiful granddaughter the youngest person in there is sixty?
At this point I’m probably sounding like the ungrateful teenagers that these over sixties read about in the daily mail, but just to clear the air, no I don’t have an asbo or cause you cancer. In fact the only danger that I pose to the over sixties generation is that I appear to be the exception to their theory that the younger generation- that’s me- do not shop at Marks and Spencer’s because, well, I actually do. And its not just me. I have friends who also shop there (we all have a particular love for the Limited Collection shoe range) and not to mention my mum who is in her forties. Notice something? None of us are sixty. I can’t help feel that the argument of the over sixties is slightly ageist. Surely they should be thankful that instead of this ‘younger generation’ dressing like they should be working the streets, we are choosing to buy respectable clothing from a respectable British Institution?
I therefore decided to have a browse through the Marks and Spencer’s website and see if I could prove the media (Daily Mail I’m looking at you…) and the over sixties wrong.
Obviously as only a 19 year old I'm not completely aware with all the issues that over sixties are faced with when dressing. All I know is that knitted tunic tops are stylishly unfussy and simple to wear with jean or smart trousers without feeling like mutton dressed as lamb. Similarly a classic trench-coat is great for going out and about without resorting to a frumpy regatta waterproof. The dresses meanwhile provide knee coverage and are not too low cut.
I think its timeless pieces like this that can be quite easily adapted across varied generations that Marks and Spencer's does well and should therefore not be so easily found guilty of neglecting the over sixties as in my opinion it would seem that the over sixties have been neglecting Marks and Spencer's through their failure to be open minded. If they want to shop in a purely over sixties catering retail environment then I'd be quite happy to take them on a trip to the Edinburgh Woollen Mill. In exchange for some shortbread of course.