topic Why is D&C targeting the older women in Denim & Co

Why is D&C targeting the older women

Mistreatedbycs — Fri, 01 Oct 2021 03:43:19 GMT

I'm watching tonight, yes, surprised me too.

The material, the prints geared to Seniors...

even a jacket and pants out of poly, like a pant suit.

Another Example A457970 who wears those prints?

Even the model does not look good at all with that top, it's pulling in the bust

Now they are appealing to the short women that it makes you appear taller

That top reminds me of a print sold at KMart years ago.

Seems like everything is a $50 bill too.

Re: Why is D&C targeting the older women

Desertdi — Fri, 01 Oct 2021 04:06:17 GMT

The malls have PLENTY of stores that cater to "juniors"

Re: Why is D&C targeting the older women

Foxxee — Fri, 01 Oct 2021 12:01:11 GMT

I'm seeing some Southwestern design in A457970; which is always in style, but not always trendy.

Maybe, it would be more appealing wearing it with denim pants and western style shoes.

I didn't see the program, but if it's pulling across the chest, it's too small.

I believe D&C has always been very attractive to senior buyers because it offers classic traditional designs in cotton, polyester, and other fabrics. Many QVC buyers prefer polyester. Some of the fabrics and prints won't appeal to everyone.

However, overall, I think QVC's fashions have become very repetitive and boring, but I suppose they offer what sells.

Re: Why is D&C targeting the older women

BalletBabe — Fri, 01 Oct 2021 04:46:38 GMT

@Mistreatedbycs wrote:
I'm watching tonight, yes, surprised me too.

The material, the prints geared to Seniors...
even a jacket and pants out of poly, like a pant suit.

Another Example A457970 who wears those prints?

Even the model does not look good at all with that top, it's pulling in the bust
Now they are appealing to the short women that it makes you appear taller
That top reminds me of a print sold at KMart years ago.

Seems like everything is a $50 bill too.

@Mistreatedbycs There are so many places to shop online. I do agree the prices are over the top, but they are going to carry what sells.

Re: Why is D&C targeting the older women

Kachina624 — Fri, 01 Oct 2021 04:48:15 GMT

@Foxxee @Mistreatedbycs Are you two dressed exclusively by Ralph Lauren? And are you, by chance, past the "spring chicken" phase? What the heck do you think a retired senior woman is supposed to wear as she goes about living her life?

D&C targets older women because they're in the demographic that are it's best customers.

Re: Why is D&C targeting the older women

Foxxee — Fri, 01 Oct 2021 06:19:35 GMT

@Kachina624 wrote:
@Foxxee @Mistreatedbycs Are you two dressed exclusively by Ralph Lauren? And are you, by chance, past the "spring chicken" phase? What the heck do you think a retired senior woman is supposed to wear as she goes about living her life?

D&C targets older women because they're in the demographic that are it's best customers.

@Kachina624

What??

I did say....

"I believe D&C is very attractive to senior buyers."

Re: Why is D&C targeting the older women

Pook — Fri, 01 Oct 2021 08:42:59 GMT

While I mean no disrespect to anyone who likes D & C, that brand has always been geared toward older women who prefer the high waisted looser fitting more baggy looking denim and pants as well as the nondescript boxy tops which all have been the preferred dress style of so many older conservative women! Apparantly it sells well. QVC alone has many styles for those (like me) that prefer something different than the usual older woman style!! There are also so many other places to buy a different style of clothing so no one boxed in to D & C!

It's all about the bottom line. Most likely the answer t...

phoenixbrd — Fri, 01 Oct 2021 09:05:20 GMT

It's all about the bottom line. Most likely the answer to @Mistreatedbycs's question:

@Foxxee wrote:
]However, overall, I think QVC's fashions have become very repetitive and boring, but I suppose they offer what sells.

Re: It's all about the bottom line. Most likely the answer t...

BirkiLady — Fri, 01 Oct 2021 11:27:03 GMT

I'm 73 and can't stand the tunic length tops, the high/low hems, the man-made fabrics (especially those with stretch!!), those elastic waistbands, or those "A" line dresses which don't flatter anyone.

Why do women let manufacturers decide what "seniors" are expected to wear? Shop elsewhere if you don't like what is being offered by D&C. I'm 5'7", 143 lbs. and not about to wear old lady clothing anytime or anywhere.

Give me natural fibers, a classic style, a great fit (even through the shoulders so it hangs properly - remember LDO's comments?) and pants/slacks that zip for a tailored fit. I find clothing that meets all those requirements easily and without spending a fortune on S&H by shopping retail or on-line with quality sources. Don't think QVC is the only place for shopping.

And I'm NOT waiting for "free S&H days" ever! If I want to buy something, I'm buying it then. I do believe in supporting businesses who actually use USPS delivery, unlike QVC and its crazy slow & cheap mail service with USPS/UPS agreement.

Years ago, QVC offered amazing clothing brands at reasonable prices, but those brands are long gone and the quality of what is left is questionable at best IMO. I haven't purchased anything from Q in years, but recently did try some Isaac 80% pima tees. They were so huge! All of them were returned via USPS; I didn't bother with exchanges due to the lengthy turn-around time which simply wasn't worth it to me.

Re: Why is D&C targeting the older women

Sweetbay magnolia — Fri, 01 Oct 2021 11:57:41 GMT

I like Denim and Co. I've been wearing it since before I guess I could have been considered a "senior". The line is huge and there are many offerings, but I like that some things remain constant (there's a "utility blouse" that I rely on, have for years, and it's still around - I just ordered three more "as is", in new colors).

Clothes are in how you wear them, and accessorize them, and if they suit the occasion and the purpose they were intended for.

I have cotton, linen, poly, and all sorts of blends, in D&Co. I've never been accused of being a frumpy old lady, and even if I had been, so what? I'm comfortable and I think, appropriate.

Re: Why is D&C targeting the older women

mom2four0418 — Fri, 01 Oct 2021 12:06:57 GMT

@Mistreatedbycs wrote:
I'm watching tonight, yes, surprised me too.

The material, the prints geared to Seniors...
even a jacket and pants out of poly, like a pant suit.

Another Example A457970 who wears those prints?

Even the model does not look good at all with that top, it's pulling in the bust
Now they are appealing to the short women that it makes you appear taller
That top reminds me of a print sold at KMart years ago.

Seems like everything is a $50 bill too.

You seem to be the only one targeting "older women" and deciding what they wear. I often wonder if posters carefully consider what they have written prior to hitting the "send" button.

Re: Why is D&C targeting the older women

kaydee50 — Fri, 01 Oct 2021 12:33:12 GMT

I would guess that QVC's target audience is women over 50 with signifcant disposable income. I may be wrong but I don't see younger people buying here.

Re: Why is D&C targeting the older women

Sweetbay magnolia — Fri, 01 Oct 2021 14:36:00 GMT

"Just sayin", but sometimes people post fashions here that are very similar to D&Co and people fawn over it because of the label.

Like prints, for instance. Why the shunning of a label? Smart shoppers (IMO) source all over. Or fabrics. Does anyone think those body con dresses we see on news people are not polyester blend?

Re: Why is D&C targeting the older women

Sooner — Fri, 01 Oct 2021 14:56:20 GMT

@Mistreatedbycs wrote:
I'm watching tonight, yes, surprised me too.

The material, the prints geared to Seniors...
even a jacket and pants out of poly, like a pant suit.

Another Example A457970 who wears those prints?

Even the model does not look good at all with that top, it's pulling in the bust
Now they are appealing to the short women that it makes you appear taller
That top reminds me of a print sold at KMart years ago.

Seems like everything is a $50 bill too.

@Mistreatedbycs I am offended by being called senior. I am not in high school, you don't fool me by saying senior, I am an older lady. Old. And happy and proud to be old. And never in my life have I been obsessed about what other people, often with less taste than I have, think about what I wear.

I am at home and want to be well dressed and comfortable for home, the post office and going to the bank. I have a larger waist than I used to have, also not embarrassed by that, and enjoy pants that fit at the waist and have the elastic for ease of dressing. Does that make me ill dressed? NO, and boxy is fine with me and the hot guy I live with too. Neither of us have any issues with my look.

I don't wear concert t'shirts or t'shirts with pictures any more, and jeans are mostly heavy and a pain to zip up and difficult to find a really good fit now. I don't want to bother with them and to me, they are usually sloppy looking like sweatpants--which I do not and have never owned.

My here is that I don't know what your problem with D and C is. If you don't like it, don't buy it or wear it and keep quiet. What's your point? That YOU don't like it? Lots of people do.

Nobody is forcing you to wear it, and nobody is forcing me to try to look like a freshman, since it is obvious I am not.

I see not point to it. And besides I have never been a fan of "bling" or sequins or rhinestones and such but don't start posts about it. So to each their own,

....

Mistreatedbycs — Fri, 01 Oct 2021 15:14:25 GMT

@Sooner

Offended by the word Senior?

The world calls anyone over 65 and sometimes dropped down to 55 Senior Citizens.

There's absolutely nothing wrong with that?

It's true, the poly knits, the pant suits, there was nothing close to "being young clothing".

They used to have some cute stuff, those patterns were pretty poor last night too.

Sure I can turn it off like anyone else.

I haven't met an older aged person that didn't turn down a Senior Citizen discount, so that's OK to use that term.

....and calling me to "keep quiet", what planet are you on, this a forum where ALL opinions should be heard.

Re: Why is D&C targeting the older women

feline groovy — Fri, 01 Oct 2021 15:16:36 GMT

Because QVC's core demographic is seniors and they have the most disposable income to spend.

Re: Why is D&C targeting the older women

Mistreatedbycs — Fri, 01 Oct 2021 15:18:24 GMT

@mom2four0418

That's an interesting thought process...

I do wonder if the target audience has changed and they are gearing the clothing to the "mature" woman.

How's that....let's use "mature".

Re: Why is D&C targeting the older women

minimalistWF — Fri, 01 Oct 2021 15:18:42 GMT

Denim & Co is a brand for older women, so of course they would be targeting them!!! In general, most of the fashion is geared towards older women since that's QVC's core audience.

This is why I (in my 30s) steer clear of nearly all of it. I have purchased a few Ugg pieces and the Laurie Felt faux leather dress, but otherwise I don't need to spend $50+ for a tshirt that makes me look like I'm pushing 90.

The styles, prints and fabrics look super dated and anyone that wants to dress more modern would not wear those items, irregardless of age. My mom in her 60s would never wear any of this type of clothes either, but to each their own.

Re: Why is D&C targeting the older women

minimalistWF — Fri, 01 Oct 2021 15:30:07 GMT

@Desertdi It isn't juniors vs. older women for clothing .... there is a middle ground of clothing that you are missing. Most people don't wear juniors and then jump right into matronly clothing.

What about JCrew, Madewell, Aritzia, Banana Republic, and so on ... these are certainly not junior, but also are not super aged up. I look at these brands as having clothing options for all adult women.

Re: Why is D&C targeting the older women

minimalistWF — Fri, 01 Oct 2021 15:24:53 GMT

@feline groovy Spot on!!! Most of the people that shop QVC are older, conservative women.

I happened to discover QVC a few years ago for a graduate school business project and that's what turned me into a shopper (mainly for beauty items), but otherwise there is no way I would have started shopping here.