“[Customers would say] ‘I used to love Jean Machine!’ And ‘oh, they’re still around?’ said Joanna Track, co-founder of marketing firm Good Eggs & Co., which worked on the rebrand for the 38-year-old retailer. “There was never a negative comment, people were very nostalgic for the brand, but it had become less relevant.”
“Historically, our customer was younger and people remember us from when they were 12 to 18,” added Jason Perlman, marketing director at Jean Machine. “We want to invite them back into the store and tell them that we have matured.”
To draw the 18-to-34 set into stores, Jean Machine refreshed its look across its 36 locations in Ontario. To start, the retailer teamed up with stylist and former fashion director of Fashion magazine Susie Sheffman, who developed a lookbook for the fall. The looks were promoted on social media channels and by bloggers with the hashtag #FallBackInLove.
“We came up with a new aesthetic for Jean Machine, which is a more modern, contemporary, dressing up denim feel,” said Track. “From there, we implemented that look in stores with window displays, in-store signage and in-store displays. We’re merchandising the jeans with the tops and other accessories, so people can see the entire outfit. Jean Machine has been selling those pieces for quite a long time, but now we present it to the customer in a way that’s more put together.”
On the digital front, Jean Machine redesigned its website and focused on having more consistent and relevant content on its digital channels. “They went from doing infrequent emails focused on sales, to twice weekly content,” said Track. “Social media wasn’t really on a schedule and was used mainly as a promotional tool. We’ve shifted that focus from using these channels as pure promotional tools to engagement, discussion and content.”
Jean Machine also recently launched a Facebook contest, #GetYourHolidayOn, which invites consumers to vote on their favourite look for the chance to win a $500 shopping spree.
Rock-it Promotions is handling public relations for Jean Machine.