Dive Brief:
-
J. Jill on Monday announced “a comprehensive brand transformation” dubbed One Wardrobe. No Limits, which has been in the works for three years and includes upgrades and elevated customer service in some stores.
-
The rebrand was informed by a survey of 1,000 women 40 to 65, conducted by Wakefield Research, which found that 42% are frustrated when choosing something to wear from their closets, and that, on average, more than a third of their clothing hasn’t been worn for at least two years.
-
After narrowly avoiding bankruptcy during the height of the pandemic, the women’s apparel retailer has worked to turn itself around. Last year, the retailer’s net sales fell 1.7% to $604.7 million, with comps down 1.4%, and net income declined to $36.2 million from $42.2 million in 2022.
Dive Insight:
J. Jill enjoys a loyal following among its target 40-plus demographic, with an average customer tenure of 10 years. But consumers’ reluctance to spend much on apparel has challenged its turnaround. An extra week in the fourth quarter helped J. Jill eke out a net sales increase over the holidays, along with gross margin expansion, though comps (both stores and online) fell 3.6%.
The retailer aims to boost that with an elevated store experience and new marketing. Imagery in stores will reflect “the totality of women’s lives and demonstrates the versatility of key products,” per Monday’s press release. Some stores will get a dedicated “One Wardrobe. No Limits. styling feature that showcases hyper-versatile pieces and encourages customers to leverage store associates for personal styling advice.” National marketing will also emphasize how J. Jill clothes “perfectly complement their multifaceted lives and showcase her totality.” QR codes integrated into catalogs and the website will enable discovery and help customers explore outfits.
“In our ongoing dialogue with customers, we’ve recognized the need for a wardrobe that reflects and supports the totality of a woman’s life,” CEO Claire Spofford said in a statement. “We aim to outfit her for all she is and wants to do and believe that a well-curated wardrobe of versatile, fabric-first and high-quality clothing is integral to that pursuit.”
