JOANN, an arts and craft retailer, has repositioned itself ‘JO-AND’ as part of its latest reimagined brand campaign. It is focusing its efforts on inspiring the next generation of creators to find happiness in the experience of creating and connecting with others.
Chris DiTullio, Chief Customer Officer at JOANN, says crafting is more than just about the finished product, the real joy is in the process of creating and connecting with others. He explained that ‘And’ is a powerful 3-letter word that represents the endless possibilities of product and inspiration that customers can find at JOANN.
“JOANN encourages customers of any age, background or skill level to create something for a loved one, a friend, someone in need, or even just for themselves. Not only a sewing and fabrics icon, JOANN offers endless possibilities for product exploration, including a wide breadth of assortment – more than 100,000 SKUs across fabric, sewing, craft, needle arts, home décor, kids, paper craft, craft tech, painting supplies, and more. The brand has also permanently marked down more than 15,000 items to enable all customers to afford more creativity than ever.
“We are excited to bring joy to more customers than ever, particularly those younger customers who are committed to finding happiness, mental health and connections to others, all of which are benefits of creating. Through lowering prices and investing in this awareness campaign, we want everyone to know JOANN is here and committed as ever to inspiring happiness through creativity.”
DiTullio added that JOANN wants to meet customers wherever they are and whatever their shopping preferences. The retailer understands customers love to come in-store to experience the assortment, find inspiration, and connect.
Neil Saunders, managing director of GlobalData, believes JOANN’s strategy of emphasizing the happiness of creating a campaign is the right focus. He said the retailer should broaden its revamp to succeed. Saunders added that JOANN also needs to invest in stores and improve ranges to get back on track.
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