Jack & Jones gets identity makeover

By

Sandra Halliday

Published
Sep 3, 2018

“Welcome to the Denim Brotherhood.” That’s the message from Danish fashion group Bestseller that has just unveiled a reinvention of its Jack & Jones menswear brand with a return to its denim roots and a focus on omnichannel operations.

The move follows the label doing extensive consumer research with brand directors Anders Gam and Peter Kristiansen saying that “we want to go back to our core business and do to what we do best – jeanswear.”

That has resulted in the company having “revisited every corner of our brand and set some ambitious goals to grow our business. As a starting point we have simplified and refreshed our communication efforts, which we’re now launching.”

So we get a newly modernised logo, in blue of course, given the denim focus of the brand. The company has brought back the ampersand that is formed by two Js and said that its communication materials emphasise its four brand values: Masculine, Social, Refresh, Craftsmen.

The company has also rebooted the brand’s website and social media channels given that it wants to replicate on the webstore and on social media the way that “guys feel at home when they go into a Jack & Jones store, like it’s a place where they want to hang out.”

The changes will also affect the stores but won’t be seen in all of them at once as there are 1,000 globally. “Launching a new visual identity is the basis of our long-term growth plans. We aim to develop our business and we will do that on several parameters in the years to come,” Gam said.

The company has also recently expanded its size offer and launched a collection for boys aged 8-16, known as Jack & Jones Junior.