Opportunity
As more children’s apparel brands entered the market, Janie and Jack began to lose market share. Its customer changed too— the new customer persona became “The Millennial Mom” who focuses on post–able moments and covetable looks in her feed and gravitates to modern and fresh takes on classic fashion
Brand strategy
1. Differentiate Janie and Jack in a sea of kids brands
2. Shift marketing to digital focus
3. Appeal to a more modern aesthetic by evolving traditional product and marketing to show up as the first, approachable children’s fashion brand
Impact
Delivered omni–channel, integrated campaigns that contributed to 20 straight quarters of positive comps (2013–2018)
Reached new customers by delivering new product offering via celebrity collaborations + partnerships
Instagram followers increased a remarkable 28% (2018)
Fall 2018 campaign including ad in Vogue's September issue, social editorial content, website
Photo art direction for Holiday Collection 2018
Holiday 2018 campaign including editorial social content, digital look book, above–the–line advertising and website
Creative direction and photo art direction for partnerships and collaborations including Eva Chen, Veja, Aerin, Liberty Fabric and Baby2Baby
Creative direction for product collaboration packaging including Aerin Lauder, Eva Chen, Rachel Zoe, Todd Snyder and Reyn Spooner
Store design
Photo art direction for Spring Collection 2019