I went to the Mall last week to buy a new pair of jeans. I had been out with a girlfriend the night before and she had on a great fitting pair of jeans and I realized that the comfortable threadbare jeans that I have worn to death needed to be trashed and it was time to get a new pair.
For the shopping mavens of the world, goal-oriented shopping is exciting and wonderful. For the shopping-challenged, the quest to buy a specific article of clothing (and in my case do it quickly and painlessly) is more of a chore.
So I went to Nordstrom because there is always someone who will stick me in a fitting room and just bring, bring, bring dozens of items to me to try on.
Lest you think I am a weird size and that it might be hard to find things to fit me, that is totally not the case. I happen to be in great shape – tall, athletic and while certainly not willowy, I am not in the least bit overweight. I am, however, in my mid-50s. I don’t want buttons on my fly, in case nature suddenly calls; I don’t want jeans that are cut so low that I have “plumbers crack” when I sit down my (apologies to all the wonderful plumbers out there); I want jeans that are comfortable, because I actually do order and eat dessert after a meal, and, I don’t want to spend $300 on a pair of pants.
What should be so difficult?
The very well-intentioned sales associate starts bringing in scads of jeans – in a variety of sizes – for me to try on. There were jeans of all shapes, and one of the brands she offered me was called Not Your Daughter’s Jeans. “Try these on”, she said, “you can take a size smaller.” Those were like magic words. What woman doesn’t want to be a size smaller? So I tried them on. Not only did these jeans have a forgiving stretchy fabric, but they also had a heavier stretch on the tummy, guaranteeing a smooth line in front.
OK, they looked good on me…..but I wasn’t buying it.
Mentally, I am not ready for pants that are called “Not Your Daughter’s Jeans”. Somehow, in my own fifties mind I still have a thirties body and there was no way I would be caught dead wearing jeans with the spiffy NYDJ logo on the back pocket. While I certainly cannot be as cool and trendy as my gorgeous 25 year-old-daughter, I refuse to believe that I am ready to become the polyester mother of my youth.
So, how does this relate to marketing?
We all know that it is relatively easy to target women in their mid-50s, pull a little income criteria and some geo. Sprinkle with a little female merchandise buyer history, maybe a bit of magazine subscription data and Bam! (too much food channel), we have ourselves a list. But, did you know that there are also overlays out there that speak to personal views and self-image? There are categories like “I really enjoy shopping for clothes” and “I will spend whatever I have to, to make myself look younger”. Wow. I think these elements would be worth a test.
PS – I bought 2 pairs of the Nordstrom Jag jeans, which cost $78 each, fit me great, required no alterations and look absolutely great on me. Stay tuned, now I need to buy tops.
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