I was so delighted last week. I walked into a Free People shop and it was like being in a candy store. Beautiful. fun, Bohemian clothes in great colors. Was actually better than a candy store. I have always loved their stuff, but mostly from the window. I don’t know why , I just never went through that door. Well, happily I did and after lots of trying on, I prchased a gorgeous cardigan and to the knee overalls.
The happiness turned to some confusion though. I decided to read up on the Free People philosophy and it gave me a little shock. It seems their target audience is between 24 and 36. Now that is nuts, because even with the numbers reversed, I do not qualify. But I did feel a little weird. I am a cool creative and in great shape person. But still, did I make a mistake? This is how I dress. I then searched other stores that I frequent and the same thing. It seems to me the smart thing for these great brands is to target the type of person for whom they design. Age actually no longer matters. The salespeople could not have been nicer or more helpful. They did not make me feel as if I walked into the wrong store.
It’s like, wait, did I marry the wrong man with the wrong color eyes to go with my green ones? Is he too tall or too short, Did I eat the right food for breakfast for someone my age? I wear basically the same type of clothes I always have,not quite serious, but I am always presentable. Just ask anyone. I looked in the mirror. Did I have enough wrinkles so I could fit into the right box? Are my sneakers ok for someone who walks but does not run. Why are we like this. We are all different. Why does a store have a target age instead of a vibe? To me it just makes no sense. And honestly it could definitely make one feel self-conscious With the help of Chatgpt I got the names of some brands that target a personality instead of an age , it did make me feel a little better. I have a style, I went for it, It was fun. I did read that brands benefit from customers like me. People who ignore artificial boxes, that I was not outside the target, but expanding it. People today stay active, expressive and style conscious much longer than the industry historically accounted for.
- Aritzia: Sleek, modern a little edgy. Medium price point.
- Madewell: Relaxed,confident, slightly BOHO.
- COS: Very chic, minimalist, medium price point.
Creative/Bohemian:
- Anthropologie: Similar to Free People, maybe a little more gtown up. I am sorry to say the day I was there I did not see anything I would kill to own. Usually I pine for something I saw there.
- Farm Rio: Bold, joyful prints. Beautifful dresses. No age at all. Expensive.
- Ulla Johnson: Very high end. Creative, beautifully made pieces that feel like wearable art.
Polishes, but not “old”:
- Veronica Beard: Sharp stylish. But you will have to sell some stock!!!
- Mango: Modern, European, trendy without trying to be. medium, I would say, affordable price point and beautiful clothes.
