Join our Call to Arms and meet the M&S buyers

We asked the high street what they intend to do...

‘I'm surprised to hear that Prima readers aren't happy with the range of tops and dresses we offer at M&S, because we always consider our 45+ customers. We regularly listen to customer feedback and it's great to hear what Prima readers are saying - it's given me food for thought. The Call to Arms Campaign is very positive - anything borne out of the customers' needs has to be good.'

Neil Hendy, head of womenswear design at M&S

‘I'm backing Prima's Call to Arms campaign because I've already ensured our Autumn collection is perfect for the 40 plus customer. When I created GIVe, I didn't want women to find clothes that fit well. I wanted them to find clothes that fit perfectly. Upper arms are a common problem area for many women and it is important for designers to include full sleeved and three quarter length pieces in a collection. A fitted jet-black sleeve will instantly slim the arm and look timeless with statement accessories.'

George Davies

‘At Bonmarche we know our customers like to cover up their arms and approximately 95% of our blouses specifically do that. When designing our collections, we often lengthen the sleeves to make the blouse more wearable.'

Sonja Beaty, head of design, Bonmarche

‘This issue is a hot topic of conversation at our customer research evenings, so we are very conscious that many women like to have some upper arm coverage, even a very small half sleeve. When selecting the ranges each season our product team always take this into consideration and customers should always be able to find a good selection of half, short and three quarter sleeve dresses and tops. We listen to what the customer wants and try our very best to give it to her!'

Susan Millard, PR manager, Lands' End

‘Both the design and buying teams are very aware of our customers need for upper arm coverage and are taking full advantage of the A/W's trend for the sleeved dress. We are also offering full sheer seventies style sleeves which allow the arm to be seen but veiled with chiffon for a subtle evening statement.'

Clive Reeve, head of design, Wallis

Fashion insiders show their support!

‘I'm proud to be back Prima's Call to Arms campaign. Many women over 40 are ill-served by the high street fashion offer that is perpetually aimed at teens. Bodies get softer and rounder as they age and tops of arms are a particular area in need of some considerate design. Sleeve detail on dresses for special occasions would be a great start as the spaghetti strap and bolero combination is getting a little tired. I would love to see retailers who say they cater for older consumers address this properly.'

Caryn Franklin

‘I am delighted that Prima are making the voice of women known to designers who think every woman on the planet is a size 10 model. It's vitally important that designers understand who their customers are and make sure that when nature starts to take its course, you need designs that are appropriate and still make a woman look glamorous and desirable.'