ZPR helps JD Williams to set new heights for the mature fashion market with its first fashion launch at The Shard

“Mature women....ignore us at your peril. We are a force to be reckoned with.” This is the message from Lorraine Kelly who was speaking at last week’s media launch at The Shard to celebrate the launch of her partnership with JD Williams. This was our first press event for JD Williams since ZPR first came on board in April, held at the fabulously swanky Shangri-La which is balanced on The Shard’s 35^th floor, and marked the start of a journey in which JD Williams and Lorraine hope to change the way the fashion industry caters for the mature consumer. Providing clothes that fit, flatter and feel comfortable for women regardless of shape, size and age might seem pretty fundamental in the year 2014, however the reality is far from this.  

Lorraine Kelly speaking to the fashion media at JD Williams’ media launch at The Shard

 

The numbers speak for themselves. Women over the age of 50 currently spend over £2.5 billion per season on fashion. They’re the fastest growing fashion sector, with 90% of British retailers seeing most growth from the 50 plus consumer. They contribute £300 billion to the annual UK economy, and account for half of UK income and expenditure. Yet despite all growth in fashion coming from this sector, it’s the only demographic that’s being neglected by the high street, in that the majority of fashion retailers target them with clothing designed for a younger audience. Just as an adult wouldn’t expect fashion designed for a child to fit them, the same applies to mature women fitting into clothing designed for ladies half their age.

 

Lorraine Kelly shows her JD Williams AW14 edit to fashion journalist Hilary Alexander

 

Whether you choose to call this sector Flat Agers, FAB’s or simply mature the fact is they are emerging as the most powerful consumer group. They’re embracing age with a new approach, a new energy and a new outlook, and can no longer be ignored. Just as the fashion media currently caters for different priced fashion within its audience, part of ZPR’s mission will be to ask that the fashion editors also cater for this sector by featuring clothes that have been designed to fit mature women.   

 

  

Guests enjoy the view, a glass of bubbly and a browse of JD Williams’ AW14 edit (styled on Shard inspired rails no less!)

 In addition to Lorraine, Angela Spindler, N Brown’s CEO, said an inspiring piece as to why retail needs to start listening to this sector. Whoever you are, or wherever you come from, the fact is that all women’s bodies will naturally change as they age. Unless retailers targeting mature women factor these changes into their designs, they will be unable to compete against those that do.

 

Angela Spindler, CEO N Brown Group speaking to guests on JD Williams’ journey

 

A huge thank you to everyone who supported the event. The coverage we received was fantastic and guests of all ages were enthralled with the evening’s discussions. With Lorraine set to lunch her first ever fashion collection for SS15, one thing we promise is the best is definitely yet to come.

 

A room with a view #WhereFashionFits

 

If you would like to know more about JD Williams’ journey, you can browse our digital AW14 look book at www.AW14JDWilliams.co.uk

 JD Williams

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Beauty Studio by Superdrug comes to Cardiff

Friday 4^th July saw Superdrug open its very first Beauty Studio by Superdrug concept store in Cardiff.  The store offers a seamless combination of beauty services and products and ZPR was tasked with creating a buzz around the opening, and give the store PR support for its opening period.  The PR team decamped to Cardiff to plan and host a VIP preview day offering Welsh media the chance to experience the new concept and try out a treatment with manicures, blow dries, threading and even piercing all on offer.  London media were also invited to attend the store, and attend a dinner with the Superdrug team and TOWIE star and DJ Lauren Pope who officially opened the store the next morning.

Lauren opened the store by cutting not a ribbon but an extra-long blonde hair extension, entirely appropriate as she was at the store to launch her Hair Rehab collection of fabulous hair extensions.  Coverage landed on the day of the opening in local media, on Retail Week online, Daily Mail online, and #BeautyStudio was trending on social media.  With lots more coverage in the pipeline the PR team will continue to host press trips to the store to spread the word about this exciting new development in Superdrug’s brand evolution.

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Christmas kicked off in style

The sun might be shining, but it’s that time of year again….Yes, Christmas has officially arrived here at ZPR HQ, as we kicked off the first of our Christmas press shows with Waitrose.

Held at Prince Philip House in Mayfair, the team welcomed over 300 journalists and bloggers to view what Christmas treats and gifts will be available this season from Waitrose. From the ultimate chocolate bar dessert from Heston, to a 3D bauble cake by Fiona Cairns, there was a sweet treat for everyone to try.

And for the Christmas centre piece, Waitrose unveiled a real cracker, in fact a Turkey Cracker which is set to grace dining tables this season. Arriving in the shape of a cracker, it’s inspired by Christmases past with a traditional fruit stuffing and wrapped in muslin to keep it from drying out.

The Waitrose Executive Chef Jonathan Moore and Karen Thomas, Head of Product Design for the home also gave guests an insight into the trends around Christmas and how the new product range has been developed, with highlights including the ‘imperfectly perfect’ square mince pies and lace inspired dinnerware.

And finally, guests ended the day enjoying a Harry Brompton’s alcoholic ice tea on the terrace in the sunshine.

Next up, it’s the Lakeland Christmas press show on the 9^th July and we’ll be helping them celebrate their 50^th anniversary too!

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