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I have completely gone off Joules!

(48 Posts)
higgle Tue 05-Feb-13 12:33:24

I have quite a few bits from Joules and often buy presents from the Cheltenham shop. I had an emailo yesterday asking me if I wanted to participate in a focus group and I thought it would be an opportunity to go along and tell them how nice some of their stuff is. I had a phone call back and they asked me if I was between 25 and 45 and when I said I was older than 45 they dsaid they didn't need my views !!!!!!!!!!! to add insult to injury they seemed to have forgotten they had called me and rang back and said exactly the same a second time. I'm afraid that as I've spent a few hundred pounds with them in the last six months (including nearly £90 on mugs) they have now lost a customer. I did think that being a "non person" through age kicked in at a slightly more advanced age than 46.

katrinefonsmark Tue 05-Feb-13 22:35:26

I do have agree with you Hanneholm.

Dereksmalls Tue 05-Feb-13 22:16:27

"its" FFS...

Dereksmalls Tue 05-Feb-13 22:15:45


Dereksmalls Tue 05-Feb-13 22:15:28

I was about to start a thread like this but based on it's current minging selection rather than their tactless approach to market research (regardless of how they were slicing and dicing, surely and explanation would have minimised offence?). I'd never been a huge fan, way too much shiney gold and floral cat vomit but there is usually one or two ok things, kids stuff great. BUT just looked online for that and it is TERRIBLE, even the kid's stuff is grim. Off to staunch the bleeding from my eyes...

Dereksmalls Tue 05-Feb-13 22:12:08

I was about to start a thread like this but based on it's current minging selection rather than their tactless approach to market research (regardless of how they were slicing and dicing, surely and explanation would have minimised offence?). I'd never been a huge fan, way too much shiney g

freddiefrog Tue 05-Feb-13 21:36:58

I alwas thought Joules was aimed at the sailing fraternity. A sort of Crew-wannabe.

I live in a sailing obsessed town, and our local Joules does a roaring trade in overpriced canvas boat shoes, blue and white striped rugby shirts and tea dresses with a 'jaunty nautical' print.

purpleloosestrife Tue 05-Feb-13 21:31:06

Sorry to spoil your fun, Hanne, but I'm a genuine Mum. I have a dd, a fs and also have horses!

HanneHolm Tue 05-Feb-13 21:24:03

Oh look. The joules PR team.

purpleloosestrife Tue 05-Feb-13 20:59:44

As sportswear it is excellent - am laughing that people on here have said that they don't know anyone age 25 who wears it. It is one of the most popular brands of sportswear if you are active in the sports it was designed for. Joules is worn by huge numbers of competitors, even up to international level, and people who work everyday with horses, so it can't be that bad!

I did not know it had become derided as a brand choice for horsey/ rugger wannabes, and this will now make me think twice about buying it!

To anyone who genuinely rides horses it has been an excellent ( if slightly expensive) brand. A lot of us pay (or raid the sales!) because we know we will get good cut/comfort/wear out of our riding gear. I also buy other sportswear for the same reason. I have been very happy with the riding shirts etc. I have bought over the years.

TWO disclaimers!
<I can't comment into their foray into fashion...!>
<I prefer Ariat equestrian clothing! grin>

FamiliesShareGerms Tue 05-Feb-13 20:32:52

Missbopeep - the clothes were originally designed for people who actually are into equestrian and other such pursuits. Ie they were generously cut and decent quality. Since they have decided to go more into fashion, and try to compete with Boden, Crew etc, they seem to be neither fashionable nor durable, sadly.

theoriginalandbestrookie Tue 05-Feb-13 19:44:51

Joules womens clothes are vile.

Have quite a few tops for DS though.

BIWI Tue 05-Feb-13 19:42:19

Age won't be the key demographic factor. They will probably also be using social class.

BranchingOut Tue 05-Feb-13 19:38:53

Glad you got the vouchers higgle.

All's well that ends well!

Though I do find it a bit strange that age is a key demographic factor. I would have far more in common with a woman 20 years older than me from a similar social and educational background than with a woman who is also 37 but who is from a totally different background.

scarlettsmummy2 Tue 05-Feb-13 19:37:29

I have a couple of things, but lots of the children's wear- it is very good.

Missbopeep Tue 05-Feb-13 19:27:08

I just don't get Joules. I have tried but it seems to be aimed at the female equivalent of Hooray Henrys and people who aspire to country pursuits in a kind of Boden-esque way.

higgle Tue 05-Feb-13 19:04:30

Sorry to disapoint you HH, I'm more of an Anthrapologie girl for anything other than dossing clothes.

browneyedpixie Tue 05-Feb-13 18:56:52

I didn't read the other posts, so didn't see your professional opinion.

Takver Tue 05-Feb-13 18:42:25

" I'm afraid anyone who makes assumptions about me on the basis of my age is not going to be in my good books."

Higgle, it will be the other way around. As BWIW says, they'll have selected people to contact on the basis of a whole range of categories. THEN they'll almost certainly have to get a certain no. from each age group.

IME (admittedly a long time ago) 25-45s are a total nightmare to get to sign up for surveys etc, if you didn't stratify by age 99% of your respondents would be 45 plus.

FamiliesShareGerms Tue 05-Feb-13 18:37:08

I have gone off Joules since they upped their prices and dropped their quality. Have been wearing it for years, and still have some tops from their Market Harborough shop when it was tiny. More recent purchases haven't survived.

Simples, no need for full on market research

BIWI Tue 05-Feb-13 18:33:30

browneyedpixie - it isn't rude at all, if you read the explanations that I and other professional market researchers have given

browneyedpixie Tue 05-Feb-13 18:32:44

Whoa £90 on mugs!!

To the point though, how rude of them! I'm 28 and do like a fair amount of their items but I find them quite overpriced. I also like some boden bits.

I also love topshop and studs!!

BIWI Tue 05-Feb-13 18:30:47

higgle - are you being deliberately obtuse? I've given you a very clear explanation about what happens in market research recruitment, yet you persist in believing that it is in some way discriminatory.

fridgepants Tue 05-Feb-13 18:29:00

Higgle, I get your point, but over-45s are not a minority group so claiming discrimination is difficult.

I have a disability, but as mine is hidden and 'high functioning' mh rather than physical, I don't feel entitled to speak for or campaign on behalf of those who face discrimination on those grounds because it's not my battle to fight. Complaining that this is on a par with discriminatory recruitment for a job is not going to get you taken seriously, I'm afraid.

Also, fashion and branding is micro-managed in terms of their demographic. Look at make-up advertising - there are two large-ish companies I can think of (MAC and Illamasqua) who don't use your standard white conventionally attractive glasses/birthmark/freckle-free chick to front their campaigns. I'd happily - and I do - give my money to companies that mix things up a little, but companies have their own idea of what sells, and if not, to whom they want to market their stuff.

HanneHolm Tue 05-Feb-13 18:09:20


i think you are well meaning but utterly deluded

off you trot to marks and spencer classic collection ;)

HanneHolm Tue 05-Feb-13 18:08:10

you only need to look at hte people on here whingeing about HOllister to realise its ALL about age you loon!

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