- Arts and crafts retailer Joann is launching a latest brand campaign. The company said Thursday that its “Jo-And” rebranding will leverage influencer relationships, social media and business spots to spotlight the enjoyment within the experience of connecting with others through hands-on creativity.
- “We are specializing in introducing Gen Z and others to our brand as a one-stop source for the entire tools and inspiration for crafting, sewing, and personalization. We also know this generation very much values the self-expression, connections with others and mental advantages that include creating,” Chief Customer Officer Chris DiTullio told Retail Dive in an email.
- The rebrand comes about three months after Joann filed for Chapter 11. As a part of its restructuring, the corporate shed about $505 million in debt. It’s now operating under an interim CEO with a latest board of directors as a privately-held company that’s owned by its creditors.
A concentrate on younger customers is at the center of the retailer’s rebranding effort.
DiTullio and Chief Financial Officer Scott Sekella jointly led Joann’s office of CEO on an interim basis for a few 12 months, including through the corporate’s bankruptcy. They stepped back into their previous roles with the appointment of interim CEO Michael Prendergast in June.
Neil Saunders, managing director of GlobalData, said Joann’s strategy of highlighting the happiness of making campaign is the correct focus. “The number of individuals undertaking crafting has declined over recent years for the reason that pandemic, so attempting to boost participation is useful.,” Saunders said in emailed comments.
At the peak of the pandemic about 4 years ago, interest in crafting surged — then sank — as stay at home and earn a living from home orders ended. Competition from rivals like Hobby Lobby and Michaels, which also made a wave of price cuts across its assortment, also affected Joann’s performance.
Last month, Joann said it could permanently mark down 15,000 items, including yarn, fabric, craft items and residential decor. Overall, the corporate said it has over 100,000 SKUs across fabric, sewing, craft, needle arts, home décor, kids, paper craft, craft technology and painting supplies.
When asked if the corporate expects the campaign to drive people to buy in-store, online or each, DiTullio said Joann wants “to fulfill customers wherever they’re and nonetheless they like to buy with us. While Joann’s e-commerce business continues to grow, we also know customers like to are available in store to experience our assortment, find inspiration, and connect with our team members and each other,” DiTullio said.
Looking ahead, Saunders said Joann should broaden its revamp to succeed. “While marketing is a vital ingredient, there are other things Joann must be doing including investing in stores and improving ranges. Only a multi-pronged approach can get Joann back on course.”
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