Joules

[PollyPerky]

I just don't 'get' them.
Who/ what is their demography?
They used to be aimed at the upper class horsey set but now they seem to be competing on a watered down level with Boden and even White Stuff.
Are they trying to go for the quaint 'English' look with all the chintzy fabrics or what? 'fraid I don't like any of it.

I like them, I like the bold florals and I think they look 'expensive' compared to other brands. I don't work so I don't need formal clothes but I find them smarter than just jeans and tops. If you don't like it, don't wear it. I can't stand next clothing- overpriced, badly sized, and old fashioned mumsy styling. So I don't shop there.....

And I'm not 'horsey' either. I aspire to be boho, but no grown up with kids can really pull that off, so I feel joules is a little nod to that. I also like fatface, white stuff etc.

joules do some lovely stuff and some chintzy stuff. i dunno i have a tweed skirt from them which looks great with a black sweatshirt and have lots of their jewellery. it's not all just chintz

Joules breton style striped tops are great - a really heavy weight jersey.

Its aimed at the middle aged middle classes surely?

I like the quilted jackets and the kids clothes. That's about it.

Also the spring coats this year are really flowery and frumpy.