Retail J. Jill Focuses On Older Women Walter Loeb Senior Contributor Opinions expressed by Forbes Contributors are their own. I cover major developments in the retail industry.
Following New! Follow this author to stay notified about their latest stories. Got it! Sep 27, 2022, 07:00am EDT | Share to Facebook Share to Twitter Share to Linkedin J. Jill Store .
(Photo by Arun Nevader/WireImage) WireImage Unlike many other apparel chains, J. Jill focuses on fashion-right 45+ customers and has expanded its assortment. By focusing on middle aged and older women, the company has carved out a special niche in retailing.
J. Jill was founded in Great Barrington, Mass. In 1955, and was named after the owner’s daughter Jill.
It was sold to Talbots TLB in 2006 who topped Liz Clayborne’s bid for the brand by bidding $517 Million, In 2009 Gold Gate Capital acquired the company for a mere $63 million. In 2017 J. Jill once again became a publicly traded company on the New York Stock Exchange.
It traded under the ticker symbol JILL. However, in June 2019, the shared took their biggest decline since the IPO. The stock plummeted 53.
5% due to color and design problems and its early move from a catalogue to digital sales promotions. Claire Spofford became CEO of the company in February 2021 to clean up the problems and focus on digital sales. She has 20 years retail experience with Cornerstone Brands and other retailers.
Early In her career she was chief marketing officer for J. Jill. She said that “ J.
Jill customers are the most loyal customer I have ever seen. Our average costumer tenure is ten years with the brand. Our retention rate is very high.
Our net promoter scores are very high. We just need to get more people into the brand. ” There are 249 stores currently in operation.
Store size range in size from 180 square foot shop-in-shops to 500 square feet stores. Over the next few years, the company plans to add 20 to 25 stores. It has however, spruced up its large size assortment that now includes sizes xs (small) to 2x (large} and 0 to 20.
In addition, Spofford has added petite sizes to the assortment. None of the stores have an overwhelming assortment, rather the assortment is quickly replenished. MORE FOR YOU ‘No Christmas Trees, No Christmas Trees’ Another Shortage May Be On The Way The Grocery Business Is Going To Get Much More Competitive Costco Addresses Supply Chain Pains By Chartering Their Own Ships The company has partnered with style expert and digital creator Rochelle Johnson of Beauticurve, in addition to a bold and diverse cast of influencers who are excited to spread the word around “Welcome Everybody” and bring J.
Jill collections to life. Rochelle will be joining J. Jill for a dedicated media tour and photo shoot to bring the collection to life.
The company is now headquartered in Quincy, Mass. It has over 2,600 associates and reported in fiscal 2021 $426. 7 million in sales.
A notable action took place in May 2020, during COVID-19 pandemic. J. Jill donated $50,000 to First Responders First, and launched a campaign for National Nurses Month, offering a shopping voucher for newly appointed nurses, first responders and healthcare workers.
POSTSCRIPT: J. Jill is seeking greater acceptance with a “Welcome Everybody” campaign. The customer is uniquely loyal to the brand, the sales associates try to establish personal relationships for the brand.
Growth is assured with the strong customer base and the broad size assortment. Walter Loeb Editorial Standards Print Reprints & Permissions.
From: forbes
URL: https://www.forbes.com/sites/walterloeb/2022/09/27/jjill-focuses-on-older-women/
