Over 50s Find Shopping for Jeans Most Stressful Activity Says isme.com

LIVERPOOL, England, July 19, 2011 -

Over 67% of women over 50 have cited shopping for href="www.isme.com/women/jeans/e/b/1682.end">ladies’
jeans as the activity that they find most stressful. A massive
43% of those asked even ranked the search for a good pair of jeans
higher on the stress-o-meter than buying a house.

Despite being one of the most popular pieces of casual wear,
mature women have said that they feel that shopping for jeans is
‘unbearably stressful’ due to the poor fit of the classic denim
trousers.

According to research by online retailer, isme.com, an increase
in ‘younger styles’ such as low-rise hipsters and skinny jeans has
led to the over 50s turning their back on their jeans and instead
plumping for a more comfortable style of denim, in particular tummy
control jeans.

As a result, the over 50s online retailer, isme.com, has found
that sales of their tummy control jeans are soaring, outselling
standard style jeans by a whopping 20% since the website launched
in January 2011.

Brands such as ‘Not Your Daughter’s Jeans’ and isme.com’s
exclusive Savoir range of tummy control jeans are both specifically
tailored to suit a more mature figure. These are jeans with a
difference, designed with a higher waist and discreet front control
panel for a sleeker look, simultaneously countering the ’saggy
bottom’, ‘muffin top’ and ‘bum cleavage’, all common problems cited
by the more mature woman.

Jackie Lewis, Shapeologist at isme.com, comments:

“However much you might spend on a pair of jeans, an ill-fitting
pair can take you from fashionable to frumpy in seconds.  For
trousers and jeans it’s all about the waist, which thickens as you
age - if mature women simply buy a larger size to accommodate their
waist, they find that the trousers are too large on the hips and
sag around the bottom.

“We have developed the Savoir tummy control trousers to fit and
flatter a mature figure - we found from talking to our customers
that low-rise jeans are a complete no-no as the constant pulling up
or flash of underwear when sitting absolutely infuriates mature
women.”

Loose Women presenter, actress and brand ambassador for
isme.com, Lynda Bellingham, 62, agrees:

“We’ve all been there, trying to squeeze into the skinniest of
jeans or doing up a pair to find they create that dreaded muffin
top.  I have found a go-to pair with isme.com’s ‘Not Your
Daughter’s Jeans’ - I even wear them on stage in Calendar Girls as
they are so flattering.

“Like so many people, I am tired of the high street’s
‘one-size-fits-all’ philosophy - that’s why I’m thrilled to be part
of a brand that realises that 50+ women still want fashionable
clothes, outstanding choice and prices to suit all budgets - and
one that understands what looks good on a more mature woman’s
shape.”

See the full range of href="www.isme.com/women/size-16/lingerie/e/b/100805.end">shapewear
and controlwear at href="www.isme.com/">www.isme.com

Notes to Editors:

isme:

• isme is the new home shopping brand from Shop Direct
  Group, the UK’s largest online and home shopping stable, and owner
  of  brands including Littlewoods.com and
  Very.co.uk. 
• Available online and in catalogue format, isme href="www.isme.com/women/e/b/1589.end">ladies’ fashion
  offers stylish, affordable, and flattering womenswear in sizes 6 to
  32 and is aimed at a discerning, mature woman.  
• The Savoir at isme clothing collection is setting a
  new standard in womenswear and has been created by experts who
  truly understand the shape, size and style of today’s modern,
  mature woman.
• For more information, log on to  href="www.isme.com/">www.isme.com. Further
  details regarding Shop Direct can be found at href="www.shopdirect.com/">www.shopdirect.com.

For further information, quotes or to interview Lynda
Bellingham please call Lizzie Smith or Rosalyn Kelly from the isme
PR team at BJL on +44(0)161-831-7141 or email  href="mailto:lizzie.smith@bjl.co.uk">lizzie.smith@bjl.co.uk
.