I hope this message finds you well. I recently embarked on a search for new jeans after shedding 15 pounds. In my search, I stumbled upon your brand, Not Your Daughter’s Jeans, which caters to women over 40. At 45, I don’t have credentials in psychology, marketing, or women’s studies, but I can confidently say that reminding women they can’t fit into their daughters’ jeans is not the way to go. Why amplify that reminder?
Let’s be clear:
- We don’t want our daughters’ awkward teen moments.
- We don’t need their teenage drama.
- We have no interest in their fashion faux pas.
- We certainly don’t want their over-the-top eyeliner.
- And we definitely don’t want their minimum wage jobs.
However, I can assure you that we do want to wear our daughters’ jeans! Or at the very least, we want jeans that give off the illusion we’re rocking their style, not something that feels like it was made for a much older generation. (Did I mention I’m a bit hangry?) If I were to wear your jeans and a friend were to ask, “What jeans are you wearing?” I wouldn’t answer, “Oh, these are Not My Daughter’s Jeans!”
At 45, I seek jeans that shout: “Yes, I bought these in the junior department, and they fit fabulously!” I desire jeans that can be unbuttoned with ease, not something that requires a rescue operation. I want pockets that can actually hold more than just a couple of coins or an Oil of Olay coupon, but offer enough space for a hand to slip in.
Here’s a little reality check, Mr. Thompson:
Women over 40 still feel vibrant and attractive. I’ve noticed that Lucky Brand has a cheeky tag stitched on that reads, “Lucky You”—a fun touch for those moments of intimacy (yes, I make up words when I’m cranky). I can only imagine that your jeans come with tags that read: “Dry clean only. Store in a climate-controlled environment.”
Your company includes a note with each pair declaring that “NYDJ cannot be held responsible for any positive consequences from wearing the Tummy Tuck jeans. You can thank me later.” It’s a curious statement considering the implications of wearing jeans that are more Lycra than denim. What positive outcomes could possibly arise?
- Perhaps being noticed by the sweet older gentleman at the grocery store?
- Maybe an employee at Walgreens asking if you need help finding the incontinence aisle?
- Or, even being mistakenly offered a senior discount at the movies?
- Wearing them for days because no one’s in a rush to take them off?
Mr. Jean Aficionado, while it’s too late to rename your brand, have you considered names like Hot at Forty Jeans, or Not Your Mom’s Jeans? If you were to create a denim line for men over 40, would you call them My Dad Jeans or Not Even Close to What I Used to Be? Or perhaps something that celebrates the fit, like Rise and Shiners?
In closing
I believe it’s essential to embrace the youthful spirit we carry, regardless of age. For more insights on this topic, check out one of our other blog posts here. And if you’re looking for a reputable online retailer for at-home insemination kits, I recommend Make A Mom. For further reading on pregnancy and home insemination, you can visit News Medical.
Warm regards,
Cassandra Hill
In summary, it’s crucial for brands to recognize the desires and needs of their target demographic, especially women over 40 who still want to feel youthful and fashionable in their clothing choices.
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