Joules

[cremedelacardi]

I've read today that joules are getting advisors in to help boost profits. So where in your opinion is joules going wrong? I still buy pieces there but they often end up in my wardrobe unworn.

It’s too heavily branded, even the plainer items have that stupid rabbit thing on and it just advertises that you’re wearing a brand which isn’t really very cool - they haven’t moved with the times at all.

I imagine Seasalt appeal to a similar market but their stuff is so much nicer - softer more muted colours, beautifully designed patterns, nothing ‘quirky’. They’ve got a much stronger brand and know their customer better.

Omg exactly the same thing happened
To Me in that coat:

I too am horsey and doggy and loved this brand 15 years ago.

Recently the jumpers seem an odd, stiff fabric, and wash very badly. I also agree that the cut is odd - it's like they're cut straight up and down with no room for boobs.

i got a really cute looking dress for my baby daughter there a while ago that after the very first wash was horrendously faded, bobbly and sad looking. This has never happened to any other brand of clothes I have gotten her. Literally one wash and the clothes are ruined! It's outrageous to be honest.

Very frumpy and as someone said very horsey.

I've bought some dresses from them this year that I really like. Agree with everyone else on the floral stripe tops and doggy, horsey stuff though.

I think Joules is just very dated now .

properly howling here! 😂

I bought a couple of weatherbeeta horse rugs with a joules collaboration- they were brilliant actually.

I remember those tweed skirts with velvet! Gah, that’s the kind of thing I’m after.

You have all saved them millions in market research fees! If only they'd listen

I used to buy from them but I think the quality has slipped. After a few weeks of washing and drying items start to look shabby and out of shape.

@ShandaLear I almost fell off the sofa reading that! Hilarious!

Joules must be run by a bunch of male accountants - I cant imagine a senior woman in management taking a step back and thinking their lines appeal to their target market and are fresh and modern.

Can anyone recommend another retailer as good as Seasalt but a little more fresh? You can only do the tunic and tights look so often, and dungarees don't really suit me. Ive pulled back purchasing much from them too as it was all getting a bit too older middle aged for me (though yes, Im middle aged, but just barely). Their quality is wonderful though.

Some stuff is good,bags especially, bargains on ebay shop

I remember those tweed skirts with velvet! Gah, that’s the kind of thing I’m after.

For reasonably priced tweed rydale used to be good - a bit like joules of old. There's always Holland cooper but it can be a bit brand heavy and super expensive, wellygoggs have lovely bits. Lots of options if you look at equestrian retailers too instead of high street although ted baker can sometimes have stuff like that with nice trim etc.

@liveforsummer rydale had a super stand at Blair a couple of years ago - lovely clothes. Joules seemed to have channeled their quality into MK’s horse box (worth more than my house 😂).

I find the cut is very strange.

Over the years I've tried on the odd top, but they seem very boxy. I have broad shoulders but invariably they are still too wide and arms to long.

Unfortunately I think their niche has had its day.

What a timely thread. I used to love Joules. Thick Breton tops that washed well and were quality made.

I have another top from Joules which isn’t very old - striped with a coloured neck. It shrunk in the wash, the colours have run, and it’s a poor shape. And thin! (Like Primark quality - or worse!)

I knew something wasn’t right because the latest Next sale was full of Joules stuff at heavily discounted prices.

This is a great bit of free market research 😉

I too have fallen out of love with them. Bored of the same old flower designs & I don't want insects on my clothes. I've had 2 pairs of their wellies rip within one season so I went elsewhere. A short while ago they were an aspirational brand so the recognisability of their designs was a good thing, now it's less desirable.

I do still get some kids things, especially in their eBay shop but even then the design & repetitive patterns is getting a bit dull.

Everytime I look at their stuff I find myself staring at top after top all with different types of horizontal navy and white stripes. What is the deal with the stripes? And why horizontal when everyone knows horizontal lines make you look wider and vertical lines are slimming? Anyway I get bored thinking about all that and go look at Seasalt/WhiteStuff/East instead.

Joules is a bit like Per Una, you can spot what it is from 100 paces. I don't always want to look like that, but there are times when it's the look I'm going for (the skinny jean / trainer / yummy mummy thing).

I've got a few Harbour tops and in my opinion the fabric is too thick, stiff and bulky, I hardly wear them because they feel constricting against other tops from other shops.

Joules is very wellies and labradors, or aspires to be.
SeaSalt is a more artistic vibe, muted colours and the feeling that you'd waft around a pottery or painting studio.
FatFace is definitely more surfer-dude-and-his-girlfriend
I'm not sure what vibe White Stuff is aiming for but I've bought a lot in there over the years.

I like the sense that a brand has a clear idea of itself, but the downside is that when the wheel turns and fashion moves on, that brand is potentially dead in the water.

Their coats are great, I've got 5 or 6 but their cotton clothing is terrible - poor quality that fades and bobbles within a few washes. I've tried a few times to return things that haven't washed well, to be told it's how I've washed it

I've migrated to White Stuff just because you can wash and wash their stuff and get no colour fading/change of shape.

I have one of their quilted jackets in Navy which I love! I’ve had it for years. Quality is amazing.

I did buy the yellow raincoat but sold it a week later on eBay.

If this thread is market research then I am in my 30s, am horse and dog type, spend much of my time outdoors but usually wear TU, Barbour and Crew Clothing.

I tried Seasalt (being Cornish n all) but I personally found everything was too long, dark and floaty (like one of those dementors from Harry Potter)

I have no fashion or style sense. I can’t seem to find a shop that suits me anymore.

Fluffy socks, that's all I will miss if they close down.

I've had a few hoodies from there about 8 years ago, great quality lovely plain colours and wore them lots and since then I agree with all the other posts, just grumpy, samey and poor quality.

Also annoyed me beyond belief they the girls section was so large and boys were literally a few fleeces and a wellies and the odd t-shirt.

I always though if they had invested in boys wear they wouldn't have made a killing.

I always feel that most of their clothes are (as someone else has said) very horse and hounds / countryfied, or very frumpy - and I'm 67 😳Maybe they should update their fashions and look towards including the younger generation.

I buy some joules stuff, but it’s really well wearing, and there is never much difference in the range from year to year. I tend to shop at horse events. Some years I’ve not bought anything because it’s too similar to what I’ve already bought from them.

I have to say I’ve gone right off Ryedale clothing too. It isn’t as cheap as it used to be and doesn’t wash as well as Joules does. Didn’t mind so much when it was dirt cheap.

I used to really like their Harbour/ Breton tops, but it's a case of how many horizontally striped tops does one person actually need? Because the patterns are virtually identical each season there's nothing new or fresh to tempt me.
They need to update their offerings but without alienating their core clientele, not easy.