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AIBU?

Share your dilemmas and get honest opinions from other Mumsnetters.

Original poster

Joules clothing middle class

123 replies

Grumps1 · 12/09/2023 19:54

Aibu to think it’s middle class? Someone at work told me they wouldn’t shop there as it’s too low brow and badly made 🙄

OP posts:
Maray1967 · 13/09/2023 19:43

I can’t fathom this middle class clothing nonsense - folks wear a huge range of styles.

LolaSmiles · 13/09/2023 20:45

I can’t fathom this middle class clothing nonsense - folks wear a huge range of styles
The idea of a target market/target demographic isn't that unfathomable.

Obviously not everyone in a social group wears the same thing, but certain styles and brands are associated with different groups, and brands will market their products to certain demographics.

HoliHormonalTigerLillyTheSecond · 13/09/2023 22:11

Clefable · 12/09/2023 19:56

I love their wellibobs!

🤮

curlywurlylover666 · 13/09/2023 22:12

Middle class and too expensive. I have quite a few bits from there for the kids because my friend got it half price with staff discount.

Always came up small and often shrunk.

Womens stuff is a bit old lady mostly.

HoliHormonalTigerLillyTheSecond · 13/09/2023 22:14

jolaylasofia · 12/09/2023 20:17

oh christ this thread is so cringey

Yup

HoliHormonalTigerLillyTheSecond · 13/09/2023 22:18

The giant flower prints all over stuff remind me of garden centre clothes. Tedious.

User19543785 · 14/09/2023 06:43

I bought two things from Joules, they both shrunk, so buy a size larger and avoid if you are tall

BigGlenda · 14/09/2023 06:48

I like it for kids stuff but wouldn’t wear anything from there myself, but mostly because it’s just not my taste

I have found the kids stuff to be good quality, washes really well

Another76543 · 14/09/2023 07:08

I always get a bit confused about the obsession of trying to be “middle-class”, whatever that is these days.

However, the quality of Joules has been absolutely shocking for the last few years. It was great quality when they were still smaller, when their sales came from stands at places like horse trials and a handful of smaller shops in market towns. It was aimed at those who bought more classic pieces who wanted their clothes to last. As they expanded rapidly, probably within the last 10 years, their quality declined. It became mass produced rubbish with poor quality fabrics. However, I’m not sure their prices kept pace, so it became relatively cheaper (I remember trying to find a replacement for a tweed jacket I’d bought several years previously, and the price wasn’t much different).

I actually looked at one of their trade stands a few weeks ago and it did remind me more of how they used to be - more classic styles, less crammed in. I think they’ve realised their mistake.

wildwestpioneer · 14/09/2023 07:39

I don't shop at joules because the quality is shit. I've bought wellies that split and let in water after a few months, their jumpers and shirts all went misshaped when washing, as did their dresses. The only thing that was ever any good was a coat that I use to walk the dogs in. I don't shop there anymore

BobbidyBibbidyBob · 14/09/2023 07:46

CruCru · 12/09/2023 20:03

I … am not sure. I remember someone once saying that Labradors were some people’s idea of an upper middle class dog but there are too many for that to still be the case. I wonder if that’s now the case with Joules (clothing, not dogs). They were very middle class but became less so - and at one point pretty much went bust.

I wouldn’t hear that someone shopped there and think they were middle class for doing so.

Yes this, exactly. It was, now it isn't. But some people who buy things there think they're being a bit fancy. I worked there as a teenager and it was all wealthier horse tweed types and I even served Pippa Middleton. That was 15 years ago; not the same now.

fairyfluf · 14/09/2023 07:47

Nothing wrong with middle class.

TakingTheHorseToFrance · 14/09/2023 07:53

I'm on a few different parenting boards in other countries. MN is the only place I see people asking about middle class this and that.

To answer your question I'm as common as muck and shop there....

davinasshorts · 14/09/2023 07:58

I think they meant middle aged

Yettisrus29 · 14/09/2023 08:08

BobbidyBibbidyBob · 14/09/2023 07:46

Yes this, exactly. It was, now it isn't. But some people who buy things there think they're being a bit fancy. I worked there as a teenager and it was all wealthier horse tweed types and I even served Pippa Middleton. That was 15 years ago; not the same now.

Show quote history

It was very niche when it first opened, it had a very 'country' vibe. Lots of tweed and gilets,lots of jackets you could wear traipsing through fields. Sold at Agricultural shows etc.

I find it it's gone the same way as Fat Face, the quality is poor and cheap. There's nothing unique or inspiring about either brand these days.

Hedgehodge · 14/09/2023 08:09

Admittedly I find the menswear quite chavvy. For some reason I associate it with lager louts hanging around nice pubs watching football and getting drunk…Not sure why!

Their womenswear is quite boring but their children’s wear has nice stuff.

LondonPapa · 14/09/2023 08:25

Everyone is saying Joules is MC but I'd argue it is aspirational with the price tag to match. It isn't MC at all. Very much aspirational with logos blazoned everywhere. Not my cup of tea.

LodiDodi · 14/09/2023 08:35

Their prints are literally the same year after year. It is like someone just annually opens them in MS Paint and just switches some of the colours slightly

bombastix · 14/09/2023 08:37

LondonPapa · 14/09/2023 08:25

Everyone is saying Joules is MC but I'd argue it is aspirational with the price tag to match. It isn't MC at all. Very much aspirational with logos blazoned everywhere. Not my cup of tea.

Yes. It's exactly like that.

Hedgehodge · 14/09/2023 08:37

LondonPapa · 14/09/2023 08:25

Everyone is saying Joules is MC but I'd argue it is aspirational with the price tag to match. It isn't MC at all. Very much aspirational with logos blazoned everywhere. Not my cup of tea.

Oh yes, that’s a very good point re logos! Maybe that’s why I see it as a little chavvy!

Eleganz · 14/09/2023 08:39

Maray1967 · 13/09/2023 19:43

I can’t fathom this middle class clothing nonsense - folks wear a huge range of styles.

Really? The image attached gives you no idea who their target market are?

Joules clothing middle class
Eleganz · 14/09/2023 08:41

LondonPapa · 14/09/2023 08:25

Everyone is saying Joules is MC but I'd argue it is aspirational with the price tag to match. It isn't MC at all. Very much aspirational with logos blazoned everywhere. Not my cup of tea.

£60 for a jumper is middle class pricing. If you can't recognise that you are so middle class you don't even know what working class is.

Sugarcoatt · 14/09/2023 08:44

I would say it’s lower middle class, for fat women who’ve let themselves go and have no taste. I never see any slim stylish women wearing Joules. They’re all in minimally styled Cos and Arket clothes. Joules is too flowery and jolly, ooh look aren’t I so quirky (no you look awful).

bombastix · 14/09/2023 08:45

Sugarcoatt · 14/09/2023 08:44

I would say it’s lower middle class, for fat women who’ve let themselves go and have no taste. I never see any slim stylish women wearing Joules. They’re all in minimally styled Cos and Arket clothes. Joules is too flowery and jolly, ooh look aren’t I so quirky (no you look awful).

Ouch but true

Beezknees · 14/09/2023 08:46

Eleganz · 14/09/2023 08:41

£60 for a jumper is middle class pricing. If you can't recognise that you are so middle class you don't even know what working class is.

Show quote history

See I don't agree with it being about prices. Designer items like Gucci, Balenciaga are staples of many working class people I know. A girl in my team at work has £600 Balenciaga trainers and we earn £22k salaries.