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Targeting Generation Z, craft shop Joann presents a new ad that highlights influencer relationships and the joy of creativity.
The well-known store of arts and crafts, Joann, recently announced a new rebranding initiative with the goal of reestablishing a connection with younger customers. Launched on July 1, 2024, the campaign, named “Jo-And,” represents Joann's first major initiative following its recent Chapter 11 bankruptcy. The revamped strategy includes leveraging influencer relationships, social media, and commercial advertisements to underscore the joy and community associated with crafting.
Chief Customer Officer Chris DiTullio emphasized the campaign’s focus on Gen Z, highlighting the importance of self-expression and mental well-being that crafting offers. “We want to position Joann as the go-to source for crafting, sewing, and personalization, catering to the values and preferences of this generation,” DiTullio stated.
This rebranding effort comes after Joann successfully shed $505 million in debt during its restructuring. The company is now under new leadership with interim CEO Michael Prendergast and aims to boost both in-store and online shopping experiences.
Analysts like Neil Saunders from GlobalData view the focus on the emotional benefits of crafting as a strategic move to reinvigorate interest in a market that saw a post-pandemic decline. Joann's strategy includes permanent markdowns on over 15,000 items and a commitment to improving its store experience.
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