J. Jill unveiled a new brand transformation called One Wardrobe. No Limits, which has been in development for three years and includes enhanced customer service in select stores.
The decision to rebrand was influenced by a survey of 1,000 women aged 40 to 65, conducted by Wakefield Research, revealing that 42% of respondents feel frustrated when selecting outfits from their closets and that a significant portion of their clothing has not been worn in over two years.
After narrowly avoiding bankruptcy during the pandemic, the women’s apparel retailer has been striving to revamp its image. In the previous year, J. Jill experienced a 1.7% decrease in net sales, with a 1.4% decline in comparable sales. Despite challenges, the brand remains popular among its target demographic, with an average customer loyalty of 10 years.
To drive sales, J. Jill plans to enhance the in-store experience and launch new marketing strategies. Stores will feature imagery that showcases the versatility of key products while some locations will introduce a styling feature highlighting hyper-versatile pieces. National marketing efforts will focus on how J. Jill clothing complements women’s multifaceted lives.
CEO Claire Spofford emphasized the brand’s commitment to offering a well-curated wardrobe that supports all aspects of a woman’s life. In-store QR codes and online platforms will enable customers to explore outfits and receive personalized styling advice.
Overall, J. Jill is determined to cater to the diverse needs of its customers and provide high-quality clothing that adapts to different aspects of their lives.
