Dear Santa, this year I would like a penguin named Monty and to join the John Lewis marketing team...

I think it’s safe to say John Lewis will have a sell out of penguins this Christmas after the release of their 2014 Christmas advert earlier this week. Sorry Romeo (cute as you are) you’ve already been forgotten and replaced by Monty. 

You have to applaud the John Lewis marketing team for another beautifully executed campaign, which really tugs the heartstrings.  I love the colour and depth of each and every shot and the stories John Lewis creates around love, friendship and family, really sum up what Christmas is all about.  

The team has won over the trust of the nation with their subtle product placement, a romantic story and the end caption – ‘give someone the Christmas they’ve been dreaming of’. 

Well done John Lewis you make the top of my Christmas list once again... 

Calling all shoppers!

You may have noticed a rather long gap since my last blog post - unfortunately due to a very stressful period called DISSERTATION (and another called being lazy and enjoying the summer).  Since getting over the dreaded word and after a long period of procrastination, I have finally decided to kick myself into full gear and aim for that almighty first.

I am looking at the ways fashion businesses are changing their approaches to retail in order to remain successful on the high street – currently focusing on the relationship between online and physical shops.  

This is where I’d really appreciate it if all you lovely readers would get involved and contribute to my research.  If you could help with a few sentences on the following questions, I would be really grateful!

- What percentage of your fashion shopping do you do online? What do you find good/bad about this? 

- What percentage of your fashion shopping do you do in physical stores?  What do you find good/bad about it?

- Do you prefer to shop online or in physical stores and why? 

- How do you think you will be fashion shopping five years from now? 

I know blogger can be a pain to use so if you are having trouble leaving your comments below, please email me at lilliemcfillie@gmail.com  

Thank you in anticipation for all your help and for contributing to my dissertation (still hate that word).

Much appreciated x 

Age is just a number

In retail, we no longer judge ‘target audiences’ by age, but by attitude.  It has been proven that women in their twenties have more in common with single women in their fifties than they might like to admit – living similar lifestyles and having similar attitudes towards what they wish to spend their money on. Combined with evidence that, as a country, we are living to a much older age, this is good news for all of us.  I fully intend to be dancing on the tables for my 100^th birthday, even if someone has to lift me up to get on it! 

So the good news is that, with the right attitude, women never have to fully grow ‘old’.  But I think we knew that.  And I'm enjoying seeing a different image of 'old age' through television programmes such 'Off Their Rockers' and the ad for vodaphone. 

Here are some fabulously dressed women proving that age really is just a number. 

A Romantic View

Thinking back to my school days studying art and photography, I always had a massive love of beautiful portrait photographs - and still do!  I love the stories they tell and the fantasies they create.  Oleg Oprisco is my most recent discovery (and also popped up on my facebook homepage this morning).   This Ukrainian photographer uses his film camera to create surreal images of women in dream-like/fairytale settings.  Using film means that everything in the shot has been created for real, rather than relying on post-production, and makes his photographs even more special.  I love, love, love, love, his work and thought it definitely worth a share!   

Take 5, Metallics

"Shiny is my favourite colour" - Ed Burstell, Liberty of London programme.

They may have been around for a while but my love of metallics just keeps on growing! Here's some shiny stuff to brighten your weekend.

Bored with the High Street

Today, I literally picked up the same item of clothing in three different chain stores on the high street.  The only difference was the price. 

When, for goodness sake, will we start to see a bit more variety across the usual group of chain stores that make up our High Street?  Those of use who can’t afford designer labels, but still love to shop, don’t want to see repeats of the same clothes – we want to see some individuality in the stores; to know that a particular brand is pursuing its own fashion identity rather than copying the runways and regurgitating the same stuff as everyone else.

It is such a shame that 30% of independent fashion boutiques have been lost from our high streets.  This is where those of us who can’t afford designer, but want something more special than economy, would go to find special pieces to express ourselves as individuals. 

Message to the high street chain of retailers: Let’s risk a little imagination please!