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JackpotDanish fashion brand Jackpot had long ridden the wave of its romantic image and distinctive colourful flower motifs. But society was changing, and with it many women's view of fashion. A trend which was putting pressure on Jackpot. So parent firm IC Companys commissioned Wellcreative to reposition the brand and work on new communication concepts. We have also developed a new website and a quality Jackpot glossy magazine. Case:
Jackpot is the largest of the fashion brands owned by listed Danish firm IC Companys. The others include Inwear, Matinique, Cottonfield and Peak Performance. Jackpot is sold through more than 2000 outlets in 16 countries, including 150 branded stores.
Over 40 years, Jackpot had built up a very loyal clientèle. The brand's romantic feel and the consistent use of flower motifs in its collections had become its trademark. But because the slightly older consumer has become more fashion-conscious and increasingly varied in her choice of garments, Jackpot's turnover had started to come under pressure. So together with Wellcreative, a strategic plan was developed to make Jackpot more fashionable and to slowly distance it from that romantic image without alienating loyal buyers. Wellcreative organised a series of workshops for Jackpot management to examine the brand's positioning, its identity and the collection. From the results of these, the in-house design team set about developing a new approach for the collection whilst Wellcreative drew up a marketing plan and a creative concept for its brochures, advertising, POS materials and so on. Every season, Wellcreative devises new ideas which are then developed and implemented by Jackpot's own team.
Wellcreative also took on the entire design, construction and production of the website, and now makes sure that it is updated four times a year as the fashion seasons change. We have also developed a glossy, 88-page Jackpot lifestyle magazine. This appears twice a year in nine languages and has a total circulation of half a million. Wellcreative is responsible for all the editorial content, the design and the artwork.
The magazine is intended to lead a change in the attitude towards Jackpot amongst certain consumer groups. For maximum impact, it is sent out with subscriptions to a number of international glossies. As a result of these efforts, Jackpot's fortunes have been turned around and the number of franchise stores is growing fast.
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