I read in yesterday’s Daily Telegraph two journalists’ comments about the once mighty Marks & Spencer (now rebranded as M&S) the bastion of all retailers, once renowned for its fantastic customer service, quality products, fair pricing, great food and staff that were a cut above the rest. The brand that all other clothing retailers aspired towards. Well in 2008, profits are massively down and so we turn to the credit crunch as the source of the trouble. Poppycock! I agree with the Telegraph journalist, Sarah Mower. M&S, despite its fabulous advertising campaigns involving the beautiful Twiggy, Myleen et al  which originally did entice me into the store -  only to find that my local shop had none of the things I wanted in stock and I would ‘ need to go to London’ – has lost the plot with where it’s going. It is trying to be everything to everybody and has lost sight of its core customer. Leaving aside underwear, I would say that M&S used to appeal to women of a slightly older age range. Well, I am one of them that fits into this category and I stopped shopping there ages ago. Why?  Firstly, the merchandise is not set out to entice you to buy. Walking into the store, you find sections of cashmere sweaters, followed by T-shirts (even in Winter), then track suits and so on.  Compare with John Lewis where garments are arranged on mannequins so you are able to see how they fit together to create a fantastic ensemble. The average consumer wants shopping to be easy and most have no idea how to put an outfit together. The retailer needs to make it simple and fun and to awaken our imagination to the possibilities, otherwise the purchased garment hangs in the wardrobe for months and months unworn because we don’t have anything to wear it with.  John Lewis, Debenhams, Top Shop have their own Fashion Advisors/Personal Shoppers and they are free of charge, so if you really can’t work out what to buy they will help you, as will someone like me who is trained to do just that because we understand you, your preferences, your physicality and so on and we can scan a shop in seconds and root out something that will make you look stunning (or whatever else you want to achieve).  M&S? You can’t even find anyone on the shop floor to ask, let alone to help you find an outfit. All staff are safely stationed behind a checkout desk or in the fitting room. Older women, and I’m classing myself as one, do not want to be wearing the same as anyone else they might meet on the street. Unfortunately, the Per Una range is instantly recognisable on the wearer (though it has its fans) and seems to have stood still over time with a plethora of garments being updated in a different colour way each year rather than introducing something new and modern to the collection. The skirt lengths reach the floor and although that might be on trend at the moment, it hasn’t been for the rest of the time they have been hanging there.  We want to look unique. The Limited Collection and Autograph sections are certainly nothing out of the ordinary and I could find better elsewhere.  Some ‘older’ women will venture into Top Shop, Zara, Mango and the like but more are scared to. The sense of feeling too old and being laughed out of the store overshadows the urge to buy, even though it can be successful (see my previous blog about the skirt I purchased and the fantastic service I received). M&S, this is your chance to shine.  Apparently, there is a new range aimed at the 45 plus woman due out imminently.  My feeling – don’t hold your breath – but I hope I’m wrong.