JC is a clothing-store chain that for several years worked on being as young and hip as possible, just as clothing-store chains are expected to act.
And they succeded.
For every year that passed, the target group became younger and younger and hipper and hipper. In the end, there was only a tiny bunch of customers who were as young and hip as was needed to shop at JC. And the shops began to look alarmingly empty.
The campaign's task was clear: win back customers who had been scared away. Tell them that JC had clothes, especially jeans, for everyone, no matter who you are: old or young, big or small, boy or girl, cool or geeky. But do this without losing a sense of fashion.
Jeans & Clothes deliver an interactive store to reflect the emotional experience of a pair of jeans.
New York Festivals