Over 50s Find Shopping for Jeans Most Stressful Activity Says isme.com

LIVERPOOL, England, July 19, 2011 /PRNewswire/ --

Over 67% of women over 50 have cited shopping for ladies' jeans as the activity that they find most stressful. A massive 43% of those asked even ranked the search for a good pair of jeans higher on the stress-o-meter than buying a house.

Despite being one of the most popular pieces of casual wear, mature women have said that they feel that shopping for jeans is 'unbearably stressful' due to the poor fit of the classic denim trousers.

According to research by online retailer, isme.com, an increase in 'younger styles' such as low-rise hipsters and skinny jeans has led to the over 50s turning their back on their jeans and instead plumping for a more comfortable style of denim, in particular tummy control jeans.

As a result, the over 50s online retailer, isme.com, has found that sales of their tummy control jeans are soaring, outselling standard style jeans by a whopping 20% since the website launched in January 2011.

Brands such as 'Not Your Daughter's Jeans' and isme.com's exclusive Savoir range of tummy control jeans are both specifically tailored to suit a more mature figure. These are jeans with a difference, designed with a higher waist and discreet front control panel for a sleeker look, simultaneously countering the 'saggy bottom', 'muffin top' and 'bum cleavage', all common problems cited by the more mature woman.

Jackie Lewis, Shapeologist at isme.com, comments:

"However much you might spend on a pair of jeans, an ill-fitting pair can take you from fashionable to frumpy in seconds.  For trousers and jeans it's all about the waist, which thickens as you age - if mature women simply buy a larger size to accommodate their waist, they find that the trousers are too large on the hips and sag around the bottom.

"We have developed the Savoir tummy control trousers to fit and flatter a mature figure - we found from talking to our customers that low-rise jeans are a complete no-no as the constant pulling up or flash of underwear when sitting absolutely infuriates mature women."

Loose Women presenter, actress and brand ambassador for isme.com, Lynda Bellingham, 62, agrees:

"We've all been there, trying to squeeze into the skinniest of jeans or doing up a pair to find they create that dreaded muffin top.  I have found a go-to pair with isme.com's 'Not Your Daughter's Jeans' - I even wear them on stage in Calendar Girls as they are so flattering.

"Like so many people, I am tired of the high street's 'one-size-fits-all' philosophy - that's why I'm thrilled to be part of a brand that realises that 50+ women still want fashionable clothes, outstanding choice and prices to suit all budgets - and one that understands what looks good on a more mature woman's shape."

See the full range of shapewear and controlwear at http://www.isme.com

Notes to Editors:

isme:

• isme is the new home shopping brand from Shop Direct Group, the UK's largest online and home shopping stable, and owner of  brands including Littlewoods.com and Very.co.uk. 
• Available online and in catalogue format, isme ladies' fashion offers stylish, affordable, and flattering womenswear in sizes 6 to 32 and is aimed at a discerning, mature woman.  
• The Savoir at isme clothing collection is setting a new standard in womenswear and has been created by experts who truly understand the shape, size and style of today's modern, mature woman.
• For more information, log on to http://www.isme.com. Further details regarding Shop Direct can be found at http://www.shopdirect.com.

For further information, quotes or to interview Lynda Bellingham please call Lizzie Smith or Rosalyn Kelly from the isme PR team at BJL on +44(0)161-831-7141 or email  lizzie.smith@bjl.co.uk .