What age is Seasalt aimed at?

[ChampagneWorries]

I went shopping for a coat today and the lady is my local boutique was trying to convince me that most school mums wear Seasalt coats and Seasalt is great for my needs (warm, stylish, waterproof).

She seemed abit put out when I mentioned I felt Seasalt were too old for me and I felt their target market is late 40s plus.

What age would you say Seasalt is aimed at?

Forty plus I'd say. I suppose it would be quite trendy for 80 and 90 year olds.

@Viviennemary

Forty plus I'd say. I suppose it would be quite trendy for 80 and 90 year olds.

How so?

My (late 70s) mum loves their stuff. I think it's a bit more her age group than mine.

The quality is excellent and the size range is good.

@zafferana

I think the fact that many of the pictures on their website are of a woman in her 50s/60s modelling their coats tells you everything you need to know. I'm sure the coats are very waterproof and practical, but to me they look like the kind of thing you wear when you no longer care what you look like - practicality is the most important element. People reach that point at different stages of life, so maybe you aren't there yet OP!

What an unpleasant and ageist post

Their summer dresses were modelled by young women BTW.

So only older women don't want to get cold and wet then, and younger women want to wear impractical and inappropriate clothes for the weather, and end up looking extremely silly as a result? Oh, wait a minute that was rather ageist of me, wasn't it?

But I am disturbed by the negative connotations towards this throughout this thread. Why on earth is being 'middle aged' synonymous with 'looking like they're given up'?

Well said @lolliwillowes

Where do the very fashionable ageist posters shop, given that people older than 60 also shop in H & M, Gap, Next, Primark, New Look, Sainsburys, M and S, White Stuff and FatFace?

I'm talking about physical shops not online here. That just leaves Hollister, Urban Outfitters and River Island.

I shop in Urban Outfitters. Wasn't aware it was for youngsters.
I gave up on Next years ago when they moved their toiwn centre shops to the retail park.

I'm in my 50s and like Hobbs, Jigsaw, Uniqlo, some Zara, some New Look, M&S, Gap (when it was shops)

Some of the most stylish women I know are in their 60's and 70's. My friends Mum in particular is my style icon at 73, she always looks amazing- contemporary and has a real knack to putting together a great outfit even just casual jeans and trainers. She stands out a mile in the school playground at pick up for looking far more on trend than anyone else there half her age.
Style has nothing to do with age. I know for a fact that at 42 I dress far better now than I did when I was in my 20's because I've learned what suits me, what suits my figure and I have a bit more disposable income to spend on clothes that fit well.
As for Seasalt I think it's aimed at a lifestyle rather than an age group. I see loads of younger Mum's in their 30's going through the whole Boden, Joules, Seasalt phase.

I’m 40 and have a couple of sea salt dresses. The knee length ones are comfortable and flattering I think.
Saying that, I’m currently sporting a grey, fine knit dress from Mole Stores (country/farming store), so I imagine I would be considered to know nothing! Luckily, I don’t care and my husband thinks I look lovely in anything I wear!

40s upwards I think.
I'd say Zara is 30s

@Viviennemary

Forty plus I'd say. I suppose it would be quite trendy for 80 and 90 year olds.

Why?

@EllaPaella

Some of the most stylish women I know are in their 60's and 70's. My friends Mum in particular is my style icon at 73, she always looks amazing- contemporary and has a real knack to putting together a great outfit even just casual jeans and trainers. She stands out a mile in the school playground at pick up for looking far more on trend than anyone else there half her age. Style has nothing to do with age. I know for a fact that at 42 I dress far better now than I did when I was in my 20's because I've learned what suits me, what suits my figure and I have a bit more disposable income to spend on clothes that fit well. As for Seasalt I think it's aimed at a lifestyle rather than an age group. I see loads of younger Mum's in their 30's going through the whole Boden, Joules, Seasalt phase.

This. Exactly.

I like Seasalt but then I am 40 next year.... I've only just started doing a school run for my eldest if that makes any difference...!

Ye gods. Such ageist nonsense.
Style has nothing to do with age. Stop judging and labelling people on where they choose to shop.

I think sea salt is very frumpy and I'm 51.

What @Ellapaella said (including my style icon 73 year-old DM!)

I'm late 30s now and have had things from Seasalt for about 10 years, and plan to continue getting things from there for the next 10+ years too. I used to wear their skirts and knitwear to work when I worked somewhere that required smart but not suit and heels type of smart clothes. And their waterproof coats are amazing.

I totally value practical, warm, comfortable and easily washable clothes though, and Seasalt items tend to be very durable and many are organic cotton so they're a great ethical choice too.

Gap between Topshop and Bon Marche? Er no, have you seen the price gap between White Stuff and Bon Marche!

I would agree that White Stuff is more of a lifestyle - outdoorsy, might have children and dogs, maybe want clothes for gardening, likely to be attracted to their ethical policies.

This covers a range of ages - if it isn't you, that doesn't mean it's frumpy or mumsy. Where I live it's normal to see women of any age or budget wearing White Stuff or White Stuff-like clothes because that's the way of life here.

I wish the word frumpy could be deleted out of the dictionary.

Why are people so rude and ageist on here about other people's clothes choices? Why can't they just say that it doesn't appeal to them instead of making derogatory comments?

I don't mind the word frumpy. Adults can be frumpy at any age so I don't see it as ageist.

My mum has this coat. If I had to guess, I’d say their targeted demographic was 50+ but… so what? Wear what you like!?

I’m not a fan. Too ditsy for my tastes.

@RampantIvy

I wish the word frumpy could be deleted out of the dictionary.

Why are people so rude and ageist on here about other people's clothes choices? Why can't they just say that it doesn't appeal to them instead of making derogatory comments?

Insecurity. HQ have deleted the worst of the comments on here thankfully. Do keep reporting ageism though everyone. It seems to be the last bastion of discrimination on Mumsnet. As the meme more or less says...replace the word "old" with the word "disabled" and ask yourself "do I sound like a fucking Nazi now" (Godwin, apologies, but needs must)

@GuidingSpirit Agree about the artificial fibres in Next and H&M. I last bought anything in Next in about 1990, and have never bought anything in H&M - they seem to me to be more expensive branches of Primark.

I lump Seasalt, Joules and White Stuff all together as 'middle aged playground mother' clothes.

Rohan make good waterproof coats which don't make you heat up (I loathe double layered or padded coats as I feel too hot in them - I'm 50). They are expensive but do the job.

I’m a 39 year old Mum and consider Seasalt / Joules / Boden too “mumsy” . I’m not especially fashionable either

I feel like people are often really hung up on the label when actually many clothes could be from a range of different shops and would be perceived differently based on that.

A Seasalt jumper like this for example could be from Hush, Topshop, M&S, & Other Stories... anywhere really.