Merchandisers use sales to get customers to come into their stores. I just went to a department store sale and was very disappointed. The free coffee and cookies were a nice touch (I didn't eat them), as were the couches next to the coffee. But I was there to buy clothes for a trip and stayed on task.

What did I find? I found rack after rack of dirndl skirts, t-shirts, blouses, and shoes decorated with sequins. Clothing with sequins is hard to launder, let alone iron. The wild colors didn't appeal to me, either. Clearly, I wasn't up to date on fashion trends.

I'm not the only woman who thinks the latest fashions are "over the top." Fashion designers are missing a marketing opportunity when they neglect middle-aged women and seniors. I urge all fashion designers, where ever you may be, to think of women like me.

THINK ABOUT LAUNDRY. Dry cleaning costs are going through the roof and, after I've had a garment cleaned three times, I've paid for it again. I'm not the only woman looking for washable clothes. Friends are refusing to buy clothes that have to be dry cleaned, with the exception of rayon, which can be washed in cold water.

THINK ABOUT COLOR. Lime green may be in these days, but if I wear this color I look like I need a blood transfusion. Orange doesn't look any better on me. Besides, who wants to look like walking fruit? Years ago, navy blue was my travel color choice, but this color has almost disappeared.

THINK ABOUT SCALE. Many women don't look good in clothes that are printed with huge flowers, animals, or repeat designs. Large prints like these are out of scale for our height and weight. Please think about pattern scale when you're designing clothes for women.

THINK ABOUT BASICS. I don't want a dirndl skirt that makes me look like an escapee from an ethnic dance troupe. Admittedly, my fashion choices are influenced by the fact that I live in the Midwest. Midwesterners are practical and, while we like to look fashionable, we buy clothes that last for several seasons. We also buy clothes we can layer in case the weather changes.

THINK ABOUT ACCESSORIES. Retailers like Chico's and Coldwater Creek have gotten the back to basics message. These stores carry travel knits in black, brown, blue and other colors, with accessories to match. It's one stop shopping. The coordinated skirts, tops, and slacks are ideal for travel and home.

When I ask designers to get back to basics am I asking too much? I don't think so. Basic designs will result in more customers. Basic designs are adaptable and you can dress them up or down. Dear designer, please get back to clothing basics!

Copyright 2006 by Harriet Hodgson