- J. Jill has launched a new campaign around the theme, “One Wardrobe. No Limits.” The effort is meant to honor the totality of women and showcase the retailer’s commitment to support them across every facet of their lives.
- The campaign is the culmination of a three-year brand transformation that involved intimate conversations with its customers and data-driven insights.
- The “One Wardrobe. No Limits” campaign will come to life through a variety of touchpoints, including new in-store imagery to demonstrate the versatility of key products, integrating QR codes and “Ways to Wear” pages in the company’s catalogs and website and other activations.
According to a survey of 1,000 women between the ages of 40 and 65 by Wakefield Research in partnership with J.Jill, roughly a third of the clothing in women’s closets has been sitting there unworn for at least the past two years. However, more than 42% of those women find themselves frustrated in finding something to wear.
Based on that research, J. Jill’s brand overhaul is meant to highlight the retailer’s versatile clothing that can serve a variety of purposes and situations. As such, the brand will be stressing its inclusivity and celebrating women no matter where they are in their lives, according to J. Jill President and CEO Claire Spofford.
“Our vision is a wardrobe that completely supports and reflects our customer’s multifaceted lifestyle, rather than simply clearing out and discarding what no longer seems relevant,” Spotford said in a release. “We see vast potential in leveraging our unique market position and are committed to our customer in all her endeavors. This customer-centric approach has always been at the heart of our brand.”
Elements of the new “One Wardrobe. No Limits” campaign will include in-store features including imagery that reflects the totality of women’s lives and the versatility of key products, dedicated styling features that showcase hyper-versatile items and nationwide activations designed to encourage consumers to find fashions that complement their multifaceted lives.
