J.Jill launches new brand initiative in stores and online
J.Jill is debuting a revamped shopping experience designed to honor the “totality of women.”
The women’s apparel brand said its new “One Wardrobe. No Limits” campaign provides both existing and new customers with a “fabric-first approach that underscores J.Jill’s commitment to quality and versatility to complement her every endeavor.”
Customers will experience the revamp through a variety of touchpoints that include a range of in-store features designed to inspire and engage customers. Among the elements are imagery that reflects the “totality of women’s lives and demonstrates the versatility of key products,” according to the company.
In addition, select stores will host a dedicated styling feature that showcases hyper-versatile pieces and encourages customers to leverage store employees for personal styling advice.
J.Jill will integrate QR codes and “Ways to Wear” pages into its catalogs and website, enabling customers to explore how her favorite items can complement a range of outfits, tailored to suit every aspect of a woman's lifestyle. There also will be a series of nationwide activations designed to encourage customers to discover pieces that perfectly complement their multifaceted lives and showcase her totality.
During the past three years, J.Jill has embarked on a comprehensive brand transformation fueled by conversations with its customers and supported by data-driven insights. The retailer described the culmination of its efforts as an evolved brand that not only champions inclusivity but has sounded a rallying cry around celebrating the totality of women wherever they are in their lives.
A survey of 1,000 women ages 40-65 conducted by Wakefield Research in partnership with J. Jill reveals that on average, 36% of the clothing currently in women’s closets has been sitting there unworn for at least the past two years. Yet, more than two-in-five (42%) find themselves feeling frustrated when they open their closet to choose something to wear, underscoring a need for retailers to be more intentional about creating versatile clothing that serves her.
J.Jill said its new "One Wardrobe. No Limits" campaign supports a wardrobe that transcends limitations, with every piece designed to optimally blend versatility, style, and comfort.
“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,” said J.Jill president and CEO Claire Spofford. "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.”
J.Jill operates more than 200 stores nationwide along with an e-commerce platform.