I hope this letter finds you well. I am reaching out to discuss a rather pressing issue regarding the denim offerings from your company, Not Your Daughter’s Jeans. After recently shedding 15 pounds, I found myself in search of a new pair of jeans that would suit my new figure. In my quest, I stumbled upon your brand, which claims to cater to women over 40—a demographic I proudly belong to at 45.
While I appreciate the intent behind your brand, I must express my confusion over the name. Frankly, reminding women that they can’t fit into their daughters’ jeans feels a bit insensitive. Women do not aspire to be reminded of what they are not. We don’t desire our daughters’ youthful physiques, awkward teenage experiences, or even their fashion mishaps. Instead, we aim to embrace our own identities, still vibrant and alluring.
The Desire for Empowering Denim
It’s important to note that many women over 40 still feel youthful and attractive. We want jeans that convey, “Absolutely, I bought these from the junior section and they fit fabulously.” The desire is for jeans that are functional yet stylish—ones that allow for a bit of fun and flirtation. I envision jeans that invite a partner to explore, rather than requiring a mechanical engineering degree to unfasten.
Brand Messaging Matters
I can’t help but wonder about the messaging in your branding. A tag that reads “Dry clean only, hang on pink satin hanger” does little to inspire confidence or excitement. Consider the alternative—brands like Lucky Brand that include playful messages such as “Lucky You” sewn into the fly, which adds a touch of humor and lightness to the experience.
Your company’s note about the positive consequences of wearing your Tummy Tuck jeans strikes me as misguided. What kind of “positive” outcomes are we discussing? Perhaps an awkward conversation with the cashier at the grocery store or an unsolicited senior discount at the movies? The intention may be to flatter, but it feels more like a set-up for disappointment.
Rethinking Your Brand Name
It may be too late to rethink your company name, but have you considered something like Fabulous at Forty Jeans, or even Not Your Mom’s Jeans? If you were in the business of catering to men over 40, would you opt for a name like My Fat Pants? I think not.
Empowerment Through Denim
As you refine your offerings, I encourage you to consider the perspectives of your audience. Women want to feel empowered and attractive in their denim choices, not confined by societal labels. It’s essential for brands to resonate with the needs of their customers, particularly those navigating significant life changes.
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In Summary
While your brand has potential, a shift in perspective and branding strategy could significantly enhance its appeal to women over 40, empowering them to embrace their identities confidently.
Sincerely,
Jessica Harper
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