YOUTH FASHION THAT GO WAY BACK
Swedish retail icon JC
has been around since 1962, being one of the first retail brands that really had an active approach to selecting and filtering youth fashion. Back then, as ’Junior Center’, JC very quickly became established as an important part of youth- and jeans culture, giving young Swedes a taste of what was happening in fashion in the US. Since then much has happened in the Swedish fashion market, and the competition has become tougher and tougher from numerous big Swedish, and international fashion brands.
Today JC – Jeans & Clothes - has around 200 stores in Sweden, Finland and Norway, with a presence in pretty much every smaller and middle sized town.
After almost 50 years in the business JC wanted to try a new approach and turn their marketing upside down, go digital full monty, truly try to re-connect with youth culture, and of course continue to be the retail player within jeans and denim for young people in the Nordic region. So they turned to Great Works.
Great Works Stockholm has been assigned to lead this work which is a 360 assignment with the goal to truly engage, and connect with a digital generation.
Digital will be a vital part in building a future-proofed retail chain for this digital generation. Hence digital will be at the heart of everything that is being developed, meaning not only in ”traditional” marketing communication. Digital will be a key component in developing the store concepts, providing consumers with relevant tools and services, gaining insights, feedback and learnings from consumers, and of course also be used as the tool for a continuous conversation with our consumers.
Great Works started working with JC in May, 2009 and the first results of this co-operation will be seen in late August 2009.