A Junior Collection for Jack & Jones
In fall 2018 the global fashion brand Jack & Jones (belonging to Bestseller Group) will launch its own junior line for the first time. The kidsline is targeted at consumers between 5 and 16 years and is based on the typical men’s wear look of the fashion brand. With this strategy, Jack & Jones relies on its many years of fashion expertise – the company has been on the market for 28 years. What led to this decision?
Strong opinion leaders in social media
Instead of infantile prints and childlike expression, the junior collection is build on the minimalism of the adult range. The Danish group wants to differentiate itself clearly from its competitors. “These young consumers have developed into strong and independent opinion formers due to digitilization. They are heavily influenced by social media and quickly develop their own opinion on style, ” says Sales Director Dennis Birk Jørgensen. ” We are building a huge potential with this strategically valuable decision – as an authentic and manifested men’s wear brand we want pass on our know-how to a younger generation. In particular, we are reaching new target groups and potential new customers with this brand-relevant decision. We see ourselves as a global player in the men’s wear sector for all age groups,” explains Alexander Beckold, Jack & Jones Brand Operation and Country Sales Manager Germany.
Focus on denim remains
The junior line also focuses its brand DNA in matters of classic materials: Streetwear and denim continue to be a core competence at Jack & Jones. The existing lifestyles “Core”, “Originals”, “Premium” and “Jeans Intelligence” will remain the same for the younger generation. A good move which closes the gap between kids, teens and adults.
The Jack & Jones junior range is represented by six collections per year, available with the regular Jack & Jones deliveries. The collection premiere is in August 2018 – though exclusively online at www.jackjones.com. From spring 2019, the junior collection will be also available for purchase at selected whole sale partners throughout Europe.