Fashion Brand targets Mature Women

New Home Shopping Brand ISME Launches
for Modern, Mature Women 8th January 2011

LONDON, UNITED KINGDOM -- 01/10/11 -- Flying the flag for mature style-savvy shoppers is new home shopping brand, isme.com, the catalogue and online shopping brand from the UK's largest home shopping stable, Shop Direct Group.

Aiming to redefine the shopping experience for Britain's mature female customer, isme is dedicated to delivering fashion that empowers, gives confidence and captures the key trends of the season with a style and fit created for today's mature woman. Isme carries the full department store offering of clothing, footwear, homeware and electricals in a convenient home shopping format. Launching 8th January 2010, isme makes shopping simpler than ever with a mix of own and best loved brands delivered direct to the door.

Acknowledging that there should be no age barrier to fashion, isme worked closely with customers to listen to the wants and needs of the original Generation X. Understanding that fit is everything, ladies clothing range, Savoir, has been created using a bespoke clothing block to deliver the exact cut and attention to flatter the mature figure and enable customers to dress with both style and confidence. Created by product experts who truly understand the shape, size and style of today's modern mature woman, Savoir at isme offers fashion trends to fit the woman she is now and not a one style fits all approach.

This 'in touch' with customers approach is evident with isme's 'inreality' girls, a panel of women, not fashion models, who act as ambassadors for the brand showing how real women of different shapes, sizes and ages wear isme with style. The ordinary, fashion forward women, who range from their '40's to '60's represent the isme shopper. Each shares their own style advice and experiences with shoppers, in addition to highlighting their favourite pieces from the collection throughout the website and catalogue.

Loose Woman, Lynda Bellingham, brand ambassador for isme perfectly encapsulates the isme woman, modelling for the brand. She says:

"isme is all about offering wearable, affordable and stylish fashion to confident women who know what they want to wear to look and feel great. I am thrilled to be a part of a brand that understands that 50+ women still want fashionable clothes, outstanding choice and prices to suit all budgets - and a brand that understands what looks good on a more mature woman's shape. Women just want clothes that fit them properly and isme is the solution to the 'one size fits all' approach of the high street."

Gareth Jones, retail director for Shop Direct Group, comments:

"isme is about providing an exciting and relevant shopping environment for the mature shopper, a group often be overlooked by fashion retailers. Through listening to our customers, we have created clothing ranges that fit the mature woman's shape today with fashion and styles to give confidence, along with the convenience of shopping from home."

isme.com launches 8th January 2011. Log on to www.isme.com or call 0844 811 8112 to find out more.

About isme:

isme is the new home shopping brand from Shop Direct Group, the UK's largest home shopping stable, and owner of brands including Littlewoods.com and Very.co.uk.

Available online and in catalogue format, isme fashion offers stylish, affordable, and flattering women's fashion 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 women's wear, created by experts who truly understand the shape, size and style of today's modern, mature woman.

The new Spring/Summer range is available now.

For more information, log on to www.isme.com.

Further details regarding Shop Direct can be found at www.shopdirect.com.