How Jones New York fine-tunes its brand, decade by decade

This event report explores how Jones New York, the women's clothing retailer, has drawn on the changing roles and status of women over the course of more than four decades in order to remain at the cutting-edge of style, while also offering accessible pricing.

How Jones New York fine-tunes its brand, decade by decade

Geoffrey PrecourtWarc

"What makes a brand iconic?" asked Carrie Kirkman. "Obviously, an iconic brand represents something greater than a product or service. It really should be a symbol of culture.

"It's traditionally built over decades," explained the president of Jones Apparel Group Canada, a subsidiary of the iconic Jones Group, the New York-based designer, marketer and wholesaler of branded clothing, shoes and accessories (and which was formerly known as the Jones Apparel Group).

"It's not something that happens right away. The very mention of the brand should immediately...

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