J.Jill Uncomplicate

This case study explains how J Jill, a women's clothing retailer, targeted female baby boomers in the US in this integrated relaunch campaign.

J.Jill Uncomplicate

Campaign details

Agency: CerconeBrownCompany and The Fantastical Media: PGR Media Research: CerconeBrownCompany and Added Value

Overview

"Uncomplicate." is a deeply integrated campaign conceived entirely from research by women's clothing retailer J. Jill as it set out to rethink how to better reach its core customer – Baby Boomer women aged 45- 64. Since its founding in 1959, J. Jill's strength lay in a commitment to classic silhouettes and natural fabrics that connect to American women of all ages, particularly Boomers. But two acquisitions by outsiders, including one by competitor Talbots, Inc., pulled the brand from its...

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