In this extract from our free Australian Fashion Forecast report, JAG head of brand Samantha De Kauwe reveals the brand’s new trajectory. Download the report here.
When APG & Co acquired JAG in 2013, it had a large store network that was primarily in the discount space. Today, however, it has a consolidated distribution mix. This is part of JAG’s reset and future strategy, with a goal to build brand value back through its distribution network and 50-year brand heritage.
Currently, JAG’s distribution network includes 46 David Jones concessions and an online presence with both The Iconic and David Jones. It also has a new eCommerce site, which was relaunched in October 2022.
JAG head of brand Samantha De Kauwe says the new website is headless, allowing for more flexibility in the back end.
“Ideally, it's going to allow us to enable a lot more customer friendly features to deliver a better customer experience,” De Kauwe says. “It's taken the best elements from each of the different web functions in the back end, and it will basically allow us to be really flexible in terms of the design and presentation of the site.”
De Kauwe says that JAG will continue building on the new website in the future, including adding video content and creating a seamless connection between its social channels and digital platform. There are also plans to improve its digital connection to the physical shopping experience.
“It's really all about that omnichannel experience,” De Kauwe says. “We're seeing a lot of ROPO (research online purchase offline) as well in the industry - that's a really important path for us.
“Even though we have that really wide distribution in David Jones, we're not everywhere - whereas online always is. It's just a great extra touchpoint for us.”
De Kauwe says that growing JAG’s digital portfolio will give its customers more choice on where they engage. This also includes a new VIP loyalty platform, which JAG will relaunch in 2023. It will offer a one-off 15% discount on initial signup, early access to sales, and birthday vouchers.
“We inherited a legacy database,” De Kauwe says, “and we've just had a huge cleanup of it. We just wanted to rebuild with our fans moving forward.
“Our social database is as important as our email database, and the VIP database is as important as our store database as well. They all hold equal value, and it's really up to the customer to decide how they want to interact with brands today.”
De Kauwe says JAG is trying to look at how it can add value to its VIP members. She says the plan is to build a program that not only rewards customers, but also builds a community.
“The key thing for JAG is always having a nod to our legacy, but in a modern, contemporary way,” De Kauwe says. “We never, ever want to forget where we came from, because it's not easy to be a 50-year-old brand in the current market. And there's such an amazing legacy there that we never want to take for granted. It's just how do we also deliver that to a new generation in the most exciting way?”
De Kauwe says that JAG still has a strong recall in the Australian market, and the goal is to channel that as part of the brand refresh.
Following the revamp of its new website, and the launch of its loyalty program, the final piece of JAG’s trajectory puzzle is relaunching into denimwear in AW23.
JAG’s AW23 collection will incorporate 26 new denim pieces - 21 for womenswear and five for menswear. It will include new denim shapes from relaxed fits, bootlegs, flares and cargoes with fashion pieces featuring garment dyes, patch pockets and vintage washes. The collection will start at $90 for denim minis, $120 for denim shirts, $120 to $140 for jeans, $180 for denim jackets and dresses and $320 for a denim jumpsuit.
David Jones, The Iconic and New Zealand department store Smith and Caughey's have been secured as stockists.
“We're focused on being the casual Australian lifestyle offering that's really based on great iconic denim and better basics,” De Kauwe says. “JAG has an amazing history of iconic denim and celebrities, so it's kind of nice that now's the time to bring that back again.
“I keep saying ‘JAG's back’ - that is our saying in the office.”